Integrated Marketing Communications Tools Of The Application In Urban Brand Construction

After China's reform and opening up by product era into commodity era, has now been overall entering to brand era. In the commodity is very rich today, quality difference is increasingly narrowed, people choose goods more fancy when brand. While the economy and brand, brand strong a enterprise is strong. The brand is the measure of a enterprise production and management level and the important parameters, but also the scale to measure a region and a city economic development level of important parameters. Once the city formed the unique brand image, it means it is sustainable development force and strong competitiveness. Therefore, the significance of urban branding in today's society has won people's highly publicized.City brand shaping needs not only a series of humanities landscape, industrial symbols and historical and cultural symbol as the carrier, also need through effective appeal means, continuous visual, auditory and so on a series of news media, the impact, spreading to the public. So, the city brand shaped and not seize the engineering can be accomplished in between, and it involves many aspects, such as urban planning, urban construction, urban management, urban brand spread, etc., is a large and systems engineering. It requires us government play a leading functions and the comprehensive use of various aspects strength. And in city brand molding process, spread city brand plays a vital role, concrete operating means spreading through advertising or through a public relations promotion, or through the media publicity, etc. These marketing communication tools in city brand spread has important and irreplaceable role.Based on marketing communication tools in branding, seeks the application as the starting point of the city brand relevant theoretical knowledge, enables people to the connotation of the first city brand has a scientific understanding, then illustrates the macro background of urban brand produce, features and mode of transmission. Then, on this basis, focuses on the marketing communication tools in the city the application and marketing brand shaping of spreading tool shaping the city brand strategy and how the media with different spread each city unique temperament, the paper also quoted current relatively successful city brand, in order to spread in case the city brand from the Angle of shaping spread provide strategic and tactical aspects of reference.