A Research Of Nanchang City's Image Communication

Cities are the main areas of contemporary social activities, but also the society, politics economy and culture perspective. City image displays comprehensive material and cultural impression to a wide audience of urban, is an important cultural component of soft power and an vital means to raise urban competitiveness. Establishing a good image of the city can improve the city's visibility and reputation, can boost the attractiveness of the city to create a good public opinion environment and promote urban development.Nanchang, the capital city of Jiangxi Province, the People's Republic of China, has been reputated as "Imperial Treasures, Outstanding Talents" since the ancient times. It is aslo named as "National Historical and Cultural City" by the State Council; selected as one of the most worthy famous cities (totally nine) introducing to the world by China Central Television; named as "the World Top Ten Dynamic City " and a" flag raised place" by the U.S. "Newsweek." Nanchang is a world-renown hero city. With rapid economic development, Nanchang has been increasing the material level in recent years. In the year of 2010, with the national development project --- Poyang Lake Ecological Economic Zone strategies get started, Nanchang is ushering a golden opportunity for its development. However, it also exists the relatively weak situation on urban culture soft power behind the rapid economic development: the relative lack of the competitiveness, influence and attractiveness among cities, lack of city image consciousness, limited propaganda, unscientific city image and unformed city image transmission system.Under this situation, we propose the communication strategy of Nanchang city image to enhance its soft power of culture.The study focuses on the communications strategy of external Nanchang city image, mainly taking "zhong guo hong ge hui", a large entertainment show to help achieve the purpose of image structure and dissemination of Nanchang city. The study includes urban image theory collection, Nanchang city image status analysis, significance, feasibility analysis, specific forms and others by utilizing"zhong guo hong ge hui"to spread Nanchang city image.