The Theory And Practice Of City Brand Communication

The theory and practice of the city brand communication are studied in the thesis based on domesitic investigations, in spite of the inadequate theoretical study and prevalent confusing practice nowadays. From the viewpoint of multi-disciplines of mass communication and public relationship, the basic theoretical framework of city brand communication is proposed referring to the commodity brand, based on individual case study, content analysis as well as the methods of induction and deduction. City brand communication is a strategy system which involves two steps:the content construction and the tactic choices; it also is a process of message communication concerning city brand. Based on the thesis, the status quo and problems of domestic city brand communication are summarized and explorations in-depth are made in all the aspects of city brand communications in Hangzhou. At last, countermeasures are given on effective city brand communications.