The Study On China's Urban Image Positioning

With the development of economic globalization and the acceleration of China's urbanization process, the competition between urban and city is gradually developing to the whole image of the urban from a mere economic strength. City image as an important intangible assets is the comprehensive reflection of urban development state. The position of the urban image is a top priority in the development of the urban image, which lays a foundation for urban image strategy and points out the direction for the development of urban image. After carrying out the reform and opening-up policy, more and more cities in China were aware of the importance of urban image position, and promoted the development of the city by urban image position.Starting from the theory of urban image position, this paper combs the basic connotation of urban image positioning, clarifies the status, nature, evaluation system and value of urban image position, and mainly studied the present situation problems and countermeasures of China's urban image positioning.This paper argues that China's urban image positioning is the result of the times and social development, experienced bud and exploration,China's urban image positioning entered mature period.The main body of China's urban image positioning is city managers, under the organization of city managers,most of the 97 Chinese one to three line cities which this paper studies carried out urban image positioning.City image advertising become the main approach to spread China's urban image positioning, and urban image positioning also get a response from home and abroad.However, China's urban image positioning still exists four problems from position strategies, position main body, position concept and position spread. That positioning strategies lack of systemic and stability, position main body ignore the folk orientation and lack of pragmatism, positioning concept hollowing out and homogeneity, the city's image advertising clutter and no ideas, are the four problems.These problems make urban image positioning can not play the function and effect completely.As a result, from the level of corresponding system management,ideological understanding, specific measures and elsewhere experience, this paper gives the countermeasures which are establishing the basic principles of China's urban image positioning, cultivating subjective awareness of China's urban image positioning, building the basic route of China's urban image positioning, drawing lessons from the spread strategy of abroad urban image positioning to solve theproblem.Only in this way the current situation can be changed.