Study On The Communication Strategy Of City Brand In The City Marketing

The city brand is a kind of cultural dint and huge immaterial assets. As soon as a brand of city is formed, it will produce a huge function to the development of city, which is long-term, continued and potential. Getting into over 21 century, with the continuous advance of Chinese city development, 667 local cities publicizing their city resources, marketing their special city brands in various ways, the city brand communication take place huge change.This paper commences from connotation and composing of city brand, through analyzing the present condition of the brand communication of local cities, finding out existent problems of local cities in the brand communication and tallying up several communication strategies of city brand. The last chapter carries on case analysis to"eastern water city"Suzhou, divides its communication process of city brand into three stages: scenic spot marketing, cultural brand marketing and whole brand marketing, and completely analyzing the present condition of city brand communication of Suzhou, putting forward some feasible suggestions, which have certain practical significance.