The Study On Integrated Marketing Communications Of Chong Qing City Image In Micro Era

City image plays a decisive role in urban development and studies of specific city image communication are also on the rise. Integrated marketing communication of the image of the city has gradually become a trend. However, the studies found out that very few people study the specific city image communication from this perspective. This situation contributes to the lack of relevant theories, models are unclear, the integrated marketing communication theory offered little guidance for city image communication. Therefore, research on this aspect is meaningful and necessary. Sina’s "Being Chong Qing local" in 2013 Using weibo’s on-site experience to communicate the image of the city is the initiate nationwide. It can be used as a research sample, because of the innovations on the capture requirements, refining topics, integrating resources, setting scheme and team performance.This article starts from the perspective of communication, applies consumer-centric integ rated marketing communication theory and refers to the theory of city image dissemination an d specific cases. It also analyzes "Being Chong Qing local" from four aspects: the previous st udy, project planning, project implementation and effect evaluation, based on the "rope mode" which is generally accepted by International public relations community as the framework.The results of this study indicates that Sina’s "Being Chong Qing local" in 2013 Comprehensively integrated the resources for communication of Chongqing image but the arrangement of the proportion obviously misconduct. It also raised a storm of "Chongqing hot" on weibo and other social websites, enhancing the reputation but not forming a unified image of Chongqing and receiving poor audience effect. Although there is insufficient, it has created a weibo marketing communication model to provide experiences to the integrated marketing communication of city image.