The Study Of Communication Relationship Between Local Media And City Brand

Under the market economy environment, different cities are facing a "new trend of city building". Different cities with different historical, geographical, and cultural conditions are considering the same proposition: How to create a city brand.A city with no brand is a lonely city without any vitality. City brand has an irreplaceable economic and cultural connotation and the elite of humanities creation.This article focus on local media, bases on the theory of brand relations benefit person and the brand strategy, uses content analytic method, analyzes the relationship between the local media and the rising of the urban value, reflects the local media unique status and the function in the city brand spreading processIn the entire analysis process, the local media and the city brand are the objects of this study,taking Suzhou local media as an example, through the concrete study, the local media play the"active intermediary"role among each brand relations benefit person. How to play this role is the key of the city brand increment.Through the analysis,it seems that the local media is short of the prestige and the influence, so if the local media want to play a good"active intermediary"role ,they need to make the local media own brand influence.