Nanjing City Image Analysis Research, And Promotion Strategies

With the accelerating process of urbanization, city become the center of human activities and the carrier of all kinds of material and spiritual wealth, it is inevitably that the city should gain all kinds of resource, such as capital, technology, knowledge in regional and even global competition. In order to attract these resources flowing towards the directions which benefit their own development and promotion, the city not only to strengthens its own inside-construction and management, but also to build a unique urban character, a more attractive image which fits the needs of market, in order to be outstanding among other competitors and gain more recognition and approval.As one of China's four ancient capital, Nanjing established a rich cultural tradition during its long process of historical development, which became a special "cultural drive power" for a constant innovation. Meanwhile, thanks for the long history Nanjing forms his individual character based on the dimension of "capital", which was exerting influence in ancient time and as well make a difference in modern times. Therefore, this paper starts with analysing and refining the source of Nanjing, and the main propose is clarifying the city image of Nanjing. Meanwhile, urding the process of image-resources-analysizing, the dimension "ancient capital" was already existed and other dimension "modernization" is gaining nowadays. Although deeply rooted the history and all kinds of source, the image of Nanjing still have two main concern:first of all, the complex of image make it hard to remember and couldn't foreground the special character of Nanjing. And second, the lever of exploration in the image-consume-market is relatively low, which waste the value of city image. In order to make full advatage of city image, we can put forward two applied solutions. Foe one hand, we introduce the CIS mode to establish a better image, which take individual character and effectiveness into account. On the other hand, we find a way to establish a system for marketing, which contains two main bodys, varieties channel, and backup mechanism, hoping the value of city image can achieve max level...