The Research Of Effect On "City Brand Communication" In China

With the economic globalization and the acceleration of city ward progress, many Chinese cities found it is absolutely necessary to construct their own city brand. In order to promote the excellent cycle eventually, they have to obtain the resources for city development by competition and pursue the coordination development of economy, society, science and technology, culture and population, resources, environment.In this society of rich resources and information, mass communication has penetrated into many areas of people's life. It opens a brand-new window for people to sense the world from a different viewpoint by making complicated things simple and clear. The development and competition of the cities also need the concepts and means of mass communication to present the strategic ideas and wisdom. The communication of the city plays a role of great significance in terms of promoting the city's competitive power. Many Chinese cities take it as the basic guideline and have carried out numbers of activities to promote their city images. Applying the theory of mass communication to analyze the city marketing phenomenon, we can build a bridge across the city management study and mass communication. It will highlight the unique features of the city in the intense competition; keep the city away from missing its progress goals, as well as protect it from being duplicated.The current thesis analyzes the case with theories of mass communication. It discusses the subject, content and media of the city brand communication. The thesis then builds up the theories frame for the city brand communication system. The system is the premise of the city brand construction and be expressed to the guide of strategic frame and concrete military tactic. The thesis constructs the main factor system that can be analyzed by quantitative or qualitative method. It can better reflect city brand is such a strong-subjective concept. In the end, the thesis carried on the substantial evidence analysis by Dalian city. As a result of data analysis, it evaluates the state of the city brand of Dalian city and put forward the suggestion.In short, the thesis gives its own thinking about how to evaluate the effect on the city brand communication and try to search the new frame and new method of study the problem. For the city manager, the thesis has certain reference value on the city brand communication.