Nanchang City Brand Image Elements Analysis And Integrated Communication Strategy Research

At present,China's urbanization is at a new stage of development,and the new era gives new opportunities and new requirements to China's urbanization.There is no doubt that it is an important research topic to build the image of city brand image and image of city brand.Because,the city brand image shaping is the important part in the development strategy of urban cultural transmission,to analyze connotation of city brand image and interpretation,can promote the city brand image and help urban brand image creator precision positioning,to adapt to the spread of Nanchang city brand image shaping strategy to lay a solid foundation.In this paper,the present situation of the development of urban brand image in Nanchang city is the cause of the problem.On the basis of investigation and research,it is guided by the construction thought of socialism with Chinese characteristics in the new era.The slogan "new era,new change,and new acts" proposed by President xi is the motive force;The innovation and development concept proposed by the party's nineteenth major is required;The theory of communication is supported by the theory of communication.From the perspective of integrated communication,this paper puts forward theoretical thinking and concrete Suggestions on the brand image building and communication in Nanchang city under the background of the new era.Mainly: the connotation of the brand image of Nanchang city: historical culture,red culture,green ecological culture and modern culture are the basic elements of the brand image of Nanchang city.The relationship structure of the basic elements of the brand image of Nanchang city;People-oriented,integrated development,and mutually reinforcing Nanchang city brand image development concept;Government-led,scientific planning,innovative thinking,code of conduct,environmental design,and the integrated communication strategy of the whole media.Through the analysis and discussion,trying to find a adapt to the Nanchang urban brand image shaping and spread of new ideas,new methods for the government and related departments to formulate the Nanchang urban brand image shaping and planning,to provide theoretical reference and Suggestions.