Changchun City Brand Image Promotion Research

Today,the course of the urbanization are growing in intensity in the world, if acity wants to obtain a sustainable development, it must have a strong consciousnessof brand. On the one hand,strengthening the city ‘s interior construction anddevelopment; On the other hand, the city should carry out brand communicationactivities actively, create and promote city image constantly.Changchun, the provincial capital of Jilin, is famous as the "City of Motor","City of University "," City of Film ","City in Forest " and so on.But for so long, italways lacks for a comprehensive brand which can reflect the core value of thebrand image.If we want to survive in the intense competition of cities, we mustattach importance to the construction of the core brand construction. Taking theconstruction of the core brand as the center, we should fully utilize the existingindustries、cultural、natural resources and other advantages, we should create thebright city actively, attract foreign capital, take advantage of the foreign capital,attract talent, tarry talent, eventually achieve the end of development of the city andraising the integrated competition ability of the city.This paper starts from the necessity of advancing the course of urbanization andthe brand of city, using the literary research, qualitative analysis and some othermethods, summarizes the domestic and foreign theories on the city branddevelopment and present situation, and introduces the Marketing of City, Economy ofExhibition, relationship of the city brand. Taking the Northeast Asia Expo and thefuture trend of development as an example, the paper combines the history of the development of Changchun city and the existing city brand development, elaboratesthe positioning of the core brand of Changchun city in the future. The paper alsopointes out the important role of the enterprises, government, personnel, public andother aspects in the construction of the brand of city.