The Spreading Path Analysis Of City Brand From The Perspective Of Communication Study

City brand is the intangible assets of the cities, and it is core competitiveness of them. To build a successful city brand, not only depends on the construction of city’s internal image, but also have a good plan about external communication work. City brand communication path is the city’s foreign communication channel, and it is display window of city image, bearing the burden of city brand communication. The basic communication path of city brand can be divided into advertising marketing, event marketing, festival marketing, interactive marketing and experience marketing. Different propagation paths have differences in communication and communication effect. Current study of city brand propagation path is lack, this article analyzes the content, audiences, media and results of multiple propagation paths in view of dissemination,combining with Hangzhou city brand communication practice cases. And on the basis of practical experience in Hangzhou, it summarizes the Content strategy, Path strategy. Media strategy. Audience strategy. This article build a city brand multipath propagation model from the city brand communication process perspective and the model takes the diversification of the communication path as the core. It also provides brand theory and practitioners reference for other cities in intuitive form of expression city brand communication procession.This article analyze city brand propagation path, building the city brand multipath propagation model from communication, marketing, public relations and other multi-disciplinary perspective, comprehensive using of case study method, content analysis method, inductive and deductive research method. The text is divided into five chapters. The first chapter is the introduction, which mainly introduces the background of the thesis, and makes a research on the theory of city brand communication and the path of propagation. In the second chapter, the related basic theories(content, media, audience, communication effect and paths, etc.) are classified and explained in detail. In the third chapter, it shows the types and application of the communication route used in the process of Hangzhou city brand communication, which provides a practical reference for the following theoretical research. In the fourth chapter, it summarizes the experience of the diversification of the path of Hangzhou, and analysis each propagation path from the perspective of communication, communicators, communication content, media and communication effects in detail. The fifth chapter is the core part of the article, forming the model of multi path transmission of city brand through the outstanding advantages of Hangzhou city brand communication in the dissemination of experience, witch summed up from the case study of Hangzhou. The model from the angle of communication process, shows the city brand information from the main transmission via a communication path and the media to the audience, and the formation of the feedback loop process, the research on the theory and practice of the city brand has practical significance.