Study Of Nanjing City Videos Constructing City Brands

City videos are the amplification for a city brand in film and television aspect. Through such a window, the city propagandists show their own city image much more comprehensively. With the development of Chinese economy, the competition between cities is also increasing; the expanding of the transmission channel also made city vides much widely spread. The city videos have become a business card of the city and the majority of first and second line cities in China are trying to make the back of the card, and using city videos to build city brand is put on a more and more important position by the propagandist. Chinese city image videos began in 1999 in Shandong Weihai. In 17 years time, as the change of times, the turning of the media, and the change of aesthetic and consumption idea city videos also have a different development.This thesis studies the city videos from the perspective of brand construction, which is mainly study and analysis on several city videos of Nanjing. Nanjing paid attention to the shooting of city videos in an earlier time. From Jinling propaganda video trilogy in 2001 to Nanjing 1314 in 2014 which is a propaganda video with nature of micro film. From the development of propaganda video of Nanjing city we can spy on the construction route of the city brand in China. This paper combed the city development and change of the concept of city brand and explored the construction characteristics of city brand by city image videos. Setting Nanjing city propaganda video as a case the thesis probed into the construction factors of city brand by Nanjing city propaganda video and through the investigation of the audience to understand the effects and its characteristics of the of brand construction. Then it had a analysis aiming at the shortcomings of the city videos on brand construction in China and to try to put forward the corresponding strategies.This thesis claims that during the process of brand construction, attention should be paid to the development of city brand resources, to clear the city brand positioning, to positioning the audience, to establish monitoring mechanism of the effect of publicity, to expand the form and content of city videos and to pay attention to keep pace with the times and use transmission means, so that the city videos can well build city brand.