A Study On The Current Situation And Promotion Strategy Of Chengdu City Image

With the implementation of reform and opening up policy,China's economy has been further deepened development,urbanization process is accelerating,and the competition between cities is becoming increasingly fierce,entering into the "image of winning" stage.Monotonous urban image construction is no longer adapt to the needs of the times.Whether a city can enhance and optimize the city's image is related to whether it can be in a dominant position under the fierce competition.Thus,the study of city image has become a research field which has been paid more and more attention by academics at home and abroad in recent years.Around the "city image" problem,domestic and foreign scholars,chesters are carrying out the relevant theory of rich development work and practice to explore the process,which involves the architectural planning,art aesthetics,image science,city marketing,urban sociology,communication,advertising,psychology and other disciplines,and is constantly expanding and informative.This provides the theoretical and practical significance for this study to select the subject of "city image".This study is located in Chengdu city image status and promotion strategy research.Mainly from the perspective of theoretical research as sociology,image science,public relations,communication and other disciplines,and strive to improve the existing city image research,enrich and improve the theoretical results of related research,play a role to deepen the meticulous research for the later people.This study attempts to describe and summarize the present situation of Chengdu city image,analyzes the public's positive evaluation and negative evaluation of Chengdu city image,find the shortcomings of Chengdu city image optimization,and then use the literature research method,case study method and other research methods,combined with myself learning experience,put forward realistic,targeted,all-round image promotion strategies for further enhancing the image of the city.This paper is divided into six chapters,the main structure is as follows.The first chapter is the introduction part,briefly introduces the research background of Chengdu as the research subject.The second chapter is a summary of the literature,combing the relevant theoretical results on the image of the city at home and abroad,providing a solid theoretical basis for the study,reviewing the future development of the study and the implications for this study.The third chapter is the research design part,mainly elaborates the research purpose,the research mentality and the research method.The fourth chapter summarizes the history of Chengdu city image and the current Chengdu city image overview,and analyzes the public's positive and negative evaluation of the current Chengdu city image.On this basis leads to the next section of how to enhance the current image of Chengdu.The fifth chapter,the author believes that the way to enhance the image of Chengdu is to introduce the city identity system theory,including the city mind identity system,city behaviour identity system,city feel identity system,city landscape identity system.When in the specific discussion into the city behavior identity system,the article takes city image promos and Chengdu Eastern memory park as the cases to study.Emphasis on the import of city behavior identity system should pay attention to the production of city image promos,and pay attention to update,re-use of the old industrial sites.When in the specific discussion into the city feel identity system,the article takes the current "sun god bird" city logo as a case to study.Pointed out that in the process of introducing city feel identity system,we should pay attention to the city logo's image enhancement.When in the specific discussion into the city landscape identity system,the article takes Chengdu City Square and Chengdu Giant Panda Breeding Base as the cases to study.Pointed out that when we introduce city landscape identity system,we should pay attention to enhance the image of the city square and the image of the giant panda breeding base.And then respectively,specifically discusses the corresponding image promotion strategy.The sixth chapter is to summarize the whole paper,analyze the shortcomings of this study,and look forward to the direction of follow-up research.