Urban Culture Building In MetropolisDaily

Culture is the soul of a city, and it’s an important manifestation of the city’s characteristic. It’s not only beneficial to build a good image of the city, but also brings huge economic and social benefits. With the rapid economic development and the ever-accelerating process of urbanization since the reform and opening up, the awareness of the importance of urban culture has also experienced from being neglected to valued, especially the Party’s Sixth Session of the Seventeenth Central Committee and the government’s12th Five-Year Plan" put it on a protrusive position. Various cities tap their unique culture, setting off a wave of urban cultural building.In the age of mass communication, media is ubiquitous, no exception in the building of city culture and marketing communications. As a cultural product, Metropolis Daily is the product of urban’ and media industries’development and acts as an important part of urban culture. As its close relationship with the city on the geographical and origin, in turn, it becomes an important building channel of urban culture. Metropolis Daily targeted sets of urban cultural issues based on their civilian perspective, the content of life and popular reports, to build a comprehensive, three-dimensional mimicry environment. It has cultivated the cultural identity of the people over a long period of reports, and formed inherent advantages in the construction of urban culture. At present, the city cultural study has blossomed into a thriving branch, in view of existing researches, academic focus is mainly on urban cultural marketing, but rare on cultural cultivation and construction.In this context, we start from the Metropolis Daily, and select the most distinctive spring culture based on Qilu Evening News" from2011-2012for the case, to analyze its framework, reporting laws and the role of positioning, pointing out the advantages and disadvantages in practice as well as giving the author’s suggestion, in order to identify the role, improve reporting for Metropolis Daily and provide a reference for promoting urban culture construction.In the context of urban culture marketing,we view the role of the media in urban cultural construction and cultivation, exploring the deep relationship of Metropolis and Urban Culture; In the specific research, we use quantitative analysis, interviews and other methods to quantify the investigation of the "invisible culture "through" tangible reported"; in the sample study we view "spring" cultural symbols as a starting point to study the system of Jinan complex culture, and enhance the relevance of the study and operability, and these are the innovations of this paper.