A Tentative Remark On Integrated Marketing Communication Of Cities

Along with the advancement of global integration and China's urbanization, cities have experienced severe competition for limited resources and space for future development. As an important measure in the market economy, marketing plays a role of great significance in terms of promoting the city's competitive power. Although born in the West, city marketing has become a hot issue during recent years in Mainland China. Many Chinese cities take the city marketing as the basic guideline and have carried out numbers of activities to promote their city images.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 integrated marketing communication, proposed by Professor Don E. Schultz of American Northwest University, is the embodiment of the consumer-oriented notion of marketing which had been popular during 1990s in European and American countries. Applying the theory of integrated marketing communication to analyze the city marketing phenomenon, we can build a bridge across the marketing study and mass communication. It will highlight the unique features of the city in the intense...