An Integrated Marketing Communication Study On The City Groups

In the modern time, the regional competition overall competitiveness instead of a single city, there is a great significance to promote regional social development of urban agglomeration, on the twentieth century, China began to explore the urban brand, unique and distinctive positioning of the cities'brand image created, and in the twenty-first century put the city group as the main form of promoting modernization, urban development planning group should also be the theory, practice and then extend to a wide range of development, brand building, and urban agglomeration Urban Agglomeration brand integration strategy should also produce a detailed analysis in the urban agglomeration of brand building and marketing, the proper use of integrated marketing communication group to identify suitable for urban development of the road, contribute to the rational allocation of resources in urban agglomeration and competitiveness development.Central China city group is located in the heart of the Central China Plains Economic Region, complete with other cities in the comparison group development, the Central China city group has a good spatial conditions in the surrounding urban agglomeration vacuum gravity, a large population size, population density, traffic in the obvious advantages, strong economic strength, mineral rich agricultural products, such as history and culture in the more developed advantages, to build a brand in terms of Central China city group, prominent in the dissemination of dominant position in the process of brand building on the urban group have the most obvious. At the same time we always look the city groups as a competitive unit, Shanxi City Group,Shandong Peninsula City Group etc development rapid of urban agglomeration, there are strong competitors of the Central China city group.In the period of transition in world cities, Urbana's development did not stop the pace of development of cities, "city marketing" concept to a new awareness of the city's opportunities. In the traditional urban construction, material aspects of the development of conflicting made the city into a conflict situation, lead the lack of scientific guidance methods, with the "city marketing" era is coming, urban-oriented values began to consider the needs of actual and target groups .This paper basis on these, from concept, space and historical structures, modes and stages of development, etc. as Central China city group for example, using a combination of theoretical and empirical methods, qualitative analysis combined with a study of advanced cases, trying to combing the city of Integrated Marketing Communications Group brand specific models, the use of strategic and tactical analysis that integrated marketing communication in the urban agglomeration should be excluded from the unfavorable factors for China's own brand of urban agglomeration development path reference.