The Study On Construction Of City Brand Based On Perception Of Audience

21 century is the century of city development and competition. City marketing was born under the situation. As a new city development strategy, city brand is increasingly become a win weapon for cities. Recently, many cities put forward the idea of establishing city brand. Due to the late development, the understanding to city brand if incomplete. Many cities only view city brand as the beauty of city outlook, instead of considering social economic, historical culture factors, etc, especially haven't set up the competition awareness. In addition, cities imitate and learn from each other blindly, which leads to the result all cities are similar. Most of the cities lack of the guiding strategy and don't have clear operation thinking.Compared with the practical experience of establishing city brand, domestic related research is still lag behind. The current research studies the city development from the view of relationship between city and regional economic and city industrial development, but didn't study the city brand establishment systematically from the view of brand management. Considering the importance of city brand and the reality that short of city brand theory, I chose the fresh topic of establishment of city brand according to perception of audience. This thesis studies some of critical city brand issues, such of basic theory of city brand ,city brand establishment system and city brand value audience valuation, which provide strong theoretical support to city managers.This thesis carries on a comment to the related literature review of the city brand based on reading lots of literature review, dividing the related literature review for constructing according to the city brand of "subject" and according to the city brand of "audience" construction, put forward the research perspective of view of the article "perception of audience ". The key part of this thesis sets up form the aspects, such as the establishment of city brand, the communication of city brand,the audience evaluation etc, discusses the whole processes of the establishment of city brand. Firstly, the thesis analyzes the subject and the audience of city brand, introduced to the process of the establishment of city brand based on the analysis of audience perception, including the positions and born of city brand. Based on analyzing the communication of city brand, the thesis analyzes the driving mechanism of the communication of city brand, at this foundation lead the IMC theory to the communication process of city brand, put forward the way and the method of city brand IMC; The part of valuation of city brand, from the perspective of the audience evaluation, set up audience valuation model of city brand, and point out a few circumstances of reconstruction of city brand; Finally carried on summary and outlook to the full text.The important part of the thesis is the third, fourth and fifth chapter, the creative points of the thesis also proceed from these chapters. The creative points of thesis mainly be: On the foundation of the literature review of the city brand ,decomposing the research of the city brand according to the research of "subject" and the research of "audience", audience carried on categorizing; From the perspective that the perception of audience to inquiry into constructing mechanism of city brand, put forward to expectations of audience influence for brand fixed position in the construction process, build up the city brand construction mold according to audience investigations; Because theory of IMC pay attention to interactive mechanism of communication and audience, so this thesis will lead that to go into the communication process of city brand, and put forward city brand to integrate the way and method of marketing communication; Moreover, as audience feedback mechanism, this thesis set up city brand audience valuation methods from the perspective of audience.It's a new subject about city brand marketing. This article attempts form the brand theory, through abstract processing and then utilizes it to the city brand marketing. It established a viable project on how to draw about city brand marketing for the brand body; it has some value for the policymakers who will carry out city brand marketing.