Research On The Value Construction And Communication Of Chinese City Brands From The Perspective Of Brand Cultural Value

The process of urbanization in China is accelerating,and the practice of urban branding is gradually unfolding.However,more localities are still in the initial stage of understanding of urban brands,and there are still many problems in the construction.This article takes brand value theory and integrated brand communication theory as the theoretical basis,cuts in from the perspective of brand cultural value,and discusses the value construction and communication of urban brands.The study believes that Chinese urban brands need to upgrade their cultural value,and the cultural positioning of urban brands is a prerequisite.In addition,urban cultural brands are the key to enhancing the cultural value of urban brands.This study takes the construction of Guangzhou's urban cultural brand as a case,analyzes the current status of its urban cultural brand communication,and thus gains insight into the dilemma of Guangzhou's urban cultural brand communication.It focuses on the general model and the promotion of Chinese urban brand cultural value in the context of mobile Internet Realize.Firstly,based on the current status of urban brand development and dissemination in China,this study analyzes the problems that China's cities have in the process of brand building,mainly manifested in the following: fuzzy brand positioning,lack of urban cultural connotation,and lack of systematic and stable urban brand communication Sexual cultural vision and planning.Overall,China's urban brand building has been very effective and the development model is diversified,but the urban brand development based on functional value alone cannot achieve the long-term development of the city.Chinese city brands still face the problem of value upgrading,and there is an urgent need to upgrade cultural values.Only when the cultural spirit is given to the whole process of urban brand construction and dissemination with urban culture as the core,can Chinese city brands achieve long-term development.Secondly,based on the status quo and problems of the development of China's urban brands,this study combines the theory of brand value and the theory of integrated brand communication,and from the perspective of cultural value,proposes a model for the construction of cultural value of urban brands in China and an integrated brandcommunication plan.The research believes that urban cultural brands are the core of the development of urban brands,and digging the cultural connotation of urban brands and enhancing the cultural value of urban brands is an important way to shape the image of the city.Chinese city brands need to use integrated communication methods to integrate urban cultural brands with communication subjects,content values,presentation forms,communication channels,and communication effects,and maximize communication effects through multi-dimensional resource integration.Finally,this article uses Guangzhou as a case study,using questionnaires to study the audience 's perception of Guangzhou 's urban culture and urban brand image,and analyzes the problems in the construction and dissemination of Guangzhou 's urban culture and urban brand image.Finally,Guangzhou Promote relevant countermeasures and suggestions for the improvement of urban cultural value.