Communication Practical Research Of City Image Sheet

Since the 1990 s, the urbanization process step in our country has been getting quicker and quicker, rising and development of cities are different everyday, the competition of these cities starts to change the contest of soft strength, more and more cities actively take efforts to shape and promote the cities' image, the road of following city marketing gradually forms the habit. The city image sheet(this article will revolve television film that city image builds to be called as city vivid piece) is regarded as one of methods and tools to promote cities, indeed played the positive role for the construction dissemination of city image, enhanced city's popularity, reputation, itself has also been some changes and development.However, Currently, in the image of the city to create movies and television, there is a vague concept, category confusion, ill-defined problems, and other questions not clear, Comparative study do not talk more substantive spread sheet based on the image of the city of different categories, as well as select and other communication strategies for different cities, These problems occur more or less negative effect on the city's image and promote its marketing process.Based on the above background, this paper starts from the perspective of communication, takes the Chinese cities image sheet as the research subject, Fully combing their fuzzy concept, category confusion, ill-defined problems which the cities' image sheet faced with, Referred to the image of the city trying to divide and define the sheet from the connotation of city image of the film, forms, function, and other dimensions. After the reading studies of massive literature, this article author divides general sense's city vivid piece into the city vivid advertizing reel and urban propaganda documentary. At the same time, this article propagandizes documentary's common feature sum-difference from the dissemination practice's various thorough comparative study city vivid advertizing reel and city.The research ideas of this thesis are divided into five chapters. The first chapter is the introduction, first of all, considering the background of the selected title, introduced current situation of city image and city marketing, and described the existing problems of the current image sheet while they are used in promotion and publicization activities. And through the elaboration of inspiration and significance of the study, this paper expounds the research from the theory of norms of the relevant researches on the urban image of the film, clarifying the classification and comparison of; in addition to the study on urban image of the film and compared different type of city image sheet, it helps to shape and promote cities' image, besides, the comparing research will provide guiding significance. In addition, the first chapter inducted and reorganized the urban image of the literature review, focused the research achievements in the field of study, and thinking about the inadequate, these contents provide theoretical preparation for the following study. At last, the research content, ideas, methods, difficulties and so on are introduced.The second chapter classified the city image sheet on the definition. firstly, defined the general city image sheet, combined classification research of some scholars, proposed the city image sheet can be divided into two types of city propaganda feature films and city image commercials. In the definition of the connotation, respectively of their origin, classification, stage of development etc. Systematically introduced necessity and basis of these classification researches, after the definition, summarizes the content of their own characteristics.In the third chapter, Lass well's 5W theory is used to compare the urban propaganda feature films and the city image. Party, from specific communication subject-- the city's image sheet's producers and leader, founded the differences are not very obvious in this part; and when it comes to the audience, founded audience distribution of city image commercials is wider; Also by comparing the similarities and differences in the two types of image sheets, founded the city image commercials content's creativity, images, methods, etc. have certain advantages, it presented a more rich and diverse, fresh and fun features; in addition, about the communication channels' comparative study, the city image commercials have more diverse channels than the city propaganda feature films; at last compared the differences on the effect of continuous communication. This part mainly systematic compared the similarities and differences between the two types of city image sheets, expounded the advantages and characteristics of them. This will lay the foundation for the fourth chapter case studies.The fourth chapter set Chengdu city as an example, aims to sum up the experience of Chengdu city in the field of the city image, and advantages or deficiencies of these two kinds of city image sheet are reflected in the case. Chengdu city mainly relying on city image commercials in the city image promotion activities, precision close to city gene, building brand culture, government attaches importance to the activities, through the efforts of all the communication subjects; multiple media channels and forms, follow the trend of the times these three important experience, in these areas, city image commercials may have more advantages, and it fits the inherent requirements of city image promotion better than the other one.The fifth chapter using content analysis method of quantitative research, carries on the investigation to the present stage city image of the film audience, to get the audience's understanding of the city image sheets, and to tendency of city image and characteristic preferences, providing a solid basis for the city image sheets' application strategy. Based on this point, the paper also puts forward some other domestic city should build a city image communication system from three parts: city positioning, audience differentiation, channel differentiation. And the city image decision-makers should pay attention to the integration of media and city marketing, the influence of the new media and Internet plus such trends, besides they should pay attention to the dissemination of the city's image according to the features of the times and other suggestions.The conclusion part of the full text gives a review of research with systematic, objective description, in the form of paradigm study combined with quantitative research, it can be concluded that in the common communication context, the city's image ads may have a greater advantage, and city propaganda films also has its unique value and the market demand. Communication strategy have instructive and reference value to the application of city image film.This paper mainly divided the general city image sheets into different types, then made a classification and comparative research of them, and describes their similarities and differences on the communication 5W theory, combined with an actual example, by quantitative research method, put forward the communication strategy for the city government officers, expands the category theory for city image research, and the paper helped to specify the research content. In addition, it provides guidance and reference significance for city image sheets' communication applications.