Mass Media And Urban Brand Communication In China

City is the main venue for regional economic, political and cultural activities in modern society. With the acceleration of the world economic integration and urbanization, city makes a significant contribution to human society. Meanwhile, its own development faces the increasing challenges. The brand of city, as a symbol of the image of modern city, not only embodies the most precious attention of the city, but provides the new impetus, core competitiveness and cultural soft power to the development of the city. The mass media as a major communication carrier for urban brand is not only a main bridge for the communication between city and its stakeholders, but also an important medium for realization of rapid communication and effective increment of city brand. Since reform and opening, China's urbanization process has been rapidly furthered and the number and size of the city has been increased quickly, which makes inter-city competition become increasingly fierce. Major cities which want to stand in an invincible position in the fierce competitive environment, must fully exploit the advantages of their own resources in virtue of the mass media to promulgate the city brand.From the perspective of mass communication, marketing and public management, and on the basis of the clearance of the concept of mass media, city brand, brand communication, this article, established in the research results at home and abroad as well as specific cases of urban brand communication, discusses takes how mass media effectively spreads the city brand as the holding origin, clarifies the current situation of urban brand communication of mass media in China, analyses the inevitable association between mass media and brand communication, and the role orientation and function of the mass media in the system of city brand communication. Then, according to the function and strategy analysis of the mass medias (such as print media, electronic media, new media) effectively carry out city brand communication, the thesis points out that the domestic mass media in urban brand communication has three defects, that is, the homogenization of communication content, simplification of the mode of transmission and the break of communication process, then reveals the main causes of these problems, such as the erroneous understanding, the old concept and target so far from accurate for its division into segments by markets. To solve these problems, the thesis tries to put forward corresponding countermeasures, such as active participation, enhancing the media's social responsibility; accurate positioning, enhancing the brand effect; attention to details, tapping the cultural connotation of the city; effective interaction, and optimizing the structure of mass media.Finally, taking brand of the best cities at home and abroad as example, the thesis makes the case study of the communication on the practical level. In foreign countries the thesis chooses several cities such as London, New York and Paris, and several other cities which have the most unique features for brand communication as evidence to analyze; In China, it focuses on the present condition of the brand communication of mass media in Changsha to summarize, and makes some constructive comments. In the conclusion, in view of how to achieve brand construction in the era of media convergence, and how to use mass media effectively to improve the effects of city brand communication, and the thesis makes some simple thinking.