Research On Integrated Marketing Communication Of China’s City Images

City image is an important part of core competitiveness for a city, which can give strong impetus to the attractiveness, influence and comprehensive strength of city, making it the most important strategic resources. How to convert the image of the city to the city’s most powerful competitive assets, city image communication is endowed with important strategic significance. The acceleration of urbanization since China embarked on her reform and opening up drive in the early1980s and the keen competition among cities around the world in the wake of China’s entry into the WTO has made the effective communication of city images gained popularity among the public. As a new concept of Marketing, Integrated Marketing Communication provides a new train of thought and angle of view for the city managers of our country. To carry out the Integrated Marketing Communication of city images will lead China’s cities toward a new era.This paper delves into the process of communication of city image and its factors, thereby clarifying the status quo in city image communication in China, which includes the background of its communication and current problems. This paper, taking an interdisciplinary approach covering areas like Mass Communication and Marketing, is one that aims at exploring how to communication city image effectively with the aid of Integrated Marketing Communication theory, one that draws on relevant research results both at home and abroad on the basis of such key concepts as delineating city image, Integrated Marketing Communication and Integrated Marketing Communication of city image. Then, under the Integrated Marketing Communication theory and on the basis of its main features and theoretical models, this paper aims to construct a operational model of Integrated Marketing Communication of domestic city image. Subsequently, I will further explore the implementation strategy of Integrated Marketing Communication of domestic city image from four perspectives:communication subject integration, content integration, channel integration and audience satisfaction. At last, I will analyze the integrated marketing of Hong Kong, an Asian Cassopolis, by citing the examples there, thus providing references for mainland cities with refined valuable experience and practice. This paper gradually evolves following the pattern of key concepts introduction, theoretical analysis, model establishment, strategy implementation and case analysis.. With previous theoretical research in mind and innovative thinking, I hope this paper may contribute to the communication of city image.