Chongqing City Brand Semiotics Perspective Of Communication

With the development of society and economy, the Chinese process of urbanization has made great changes, China’s city level jumped from19%in1980to50%in2011.The Chinese Communist Party’s eighteenth Congress proposed to strengthen the construction of Urbanization, in the policy driven, China city especially small and medium-sized city will have great development. City to city brand, city is no longer a simple administrative area, it has also become a " business " brand. In the era of globalization, the competition between the city is becoming more and more fierce, more and more city recognized the city brand communication and city development are closely linked, therefore, study on the city brand not only becomes the hotspot in the academic field, industry, government departments also pay attention to it.Chongqing is a historic and modern city, is also China’s youngest municipality directly under the central government and the development of the fastest city. Since the municipality, Chongqing has been committed to the development of city brand communication, it has achieved some results, but there is still much room for improvement.In this paper, from the perspective of semiotics research city brand, city brand in the study based on the theory of semiotics, further expand research fields. With Chongqing as the starting point, analysis of Chongqing city brand communication using semiotics theory and method, and put forward the proposal for the Chongqing city brand integrated communication strategy, improve the competitive power of Chongqing city.First of all, the first chapter elaborated the Chongqing city brand communication research background, theoretical and practical significance, domestic and foreign research and research methods.The second chapter is the semiotic elaboration and the city brand communication theory, an analysis of the city brand and product brand, the image of the city, emphasizing the semiotics relevance with the brand.The third chapter is the research on the present situation and problems of Chongqing city brand communication, analyzes the existing problems in the Chongqing city brand communication, is the basis of integrated communication strategy.The fourth chapter with the aid of semiotic method to the analysis of symbol types in Chongqing city in brand communication, points out that the complexity of symbols of the Chongqing city brand communication classification.The fifth chapter studies the Chongqing city brand communication symbol system, the image of the logo and promotional piece for example analysis of the symbolic significance of symbol system and communication of Chongqing city brand.The sixth chapter is the Chongqing city brand integrated communication strategy. This chapter from the establishment of Chongqing city brand integration concepts, put forward communication strategy. In view of the Chongqing city brand communication characteristics of the audience has universality and diversity, Chongqing needs the integration of city brand communication content, expand all-round way to spread the city brand of Chongqing and perfect appraisal mechanism of Chongqing city brand communication effect.