Changsha City Brand Communication's Current Situation And Countermeasures

The city is a national or regional political, economic and cultural center. Under the economic globalization background, the only way to promote urban even nation's comprehensive competitive power is speeding up the urbanization process, shaping and propagating the city-brand. In recent years, the city of Changsha has taken some positive measures in this respect, but lack of overall strategy. So, it's urgently needs to improve from theory to practice.This paper proceeds from Communication, PR (public relation), and Integrated Marketing Communications theory courses. Attempts to adopt the way of combining document research, case analysis, induction and deduction and so on, this is the first time to analyzes the city brand communication's situation systematic for Changsha and some countermeasures and suggestions to spread the city brand for Changsha will be suggested. Firstly, on the basis of relevant theory about city brand communication at home and abroad, accord to communication factors and communication functions to analyzes the element characters in the propaganda of city brand one by one, and then clearly defined the function of city brand communication. In order to sort out theoretical origin of Changsha's city brand communication. Secondly, studying the city brand and spread situation in Changsha to clean up and integrate the main resources of the city brand in Changsha. After that, we will comprehensive analyses the current spreading situation of Changsha city brand from media communication, mouth communication, and urban activity and so on. Listing the communication's performance as well as analyzing problems and reasons about the shortage of management planning, changeable model of development and lack of city identity system in Changsha'city brand communication. At last, facing Changsha's city brand spreading situation and problems, we will puts forward some advice and solutions from three aspects respectively, they are strategic plan, implement methods, and safeguard measures. Author hoped that this countermeasures and suggestions can provide new views and methods for shaping and propagating the Changsha's city brand, also hoped that its can provide new thought for improve city brand's competitiveness in Changsha.