The Study On Image Communication Of Prefecture Level Cities From The Perspective Of IMC

City is the carrier and the most powerful promoter of national development.The prefecture level city driven by city administratively control over surrounding counties,an administrative level located between province and county,plays a vital role in China's overall development.I think that effective communication of city image is very important for enhancing the city competitiveness,attracting more technology,talents and other factors of development.Image of the prefecture level city is intangible assets,the value is infinite.Good image of the prefecture level city can get more audience attention.It can show characteristics and charm,attract more investors,tourists,other high-end talents and so on.Besides,it can enhance the cohesion and centripetal force,enhance people's sense of pride and honor.Strengthening the image of prefecture level city can promote the sustainable development of the city policy,economy,culture and so on.I take Jiaxing city as an example to study the prefecture level city image communication.I design the questionnaire from the Jiaxing city image cognitive evaluation,Jiaxing city image index evaluation and investigation of background.The survey officially lasted from September 2016 to December 2016.1 analyzed the questionnaires separately from the survey sample,the cognitive assessment of image of Jiaxing city,the understanding degree of the image of Jiaxing city,the audience perceived image of the city based on the understanding of the object of investigation and the reason of influencing the audiences' cognitive assessment.The conclusion is that Jiaxing city image communication is mixed advantages and disadvantages,it needs to strengthen.Through the investigation of the Propaganda Department of Jiaxing City,I found that Jiaxing city image communication has some advantages such as paying more attention to the image of the city,establishing specialized agencies,clearing the city image position,choosing a variety of communication channels,processing the key content of communication,exploring the sound crisis response mechanism and so on.But there are also some disadvantages because of the lack of audience consciousness,strategic communication thinking,integrated thinking.The image positioning is divorced from the audience cognitive basis.The communicator,contents and channels are not integrated well.And Jiaxing city is lack of the city's image visual identification system.In this paper,I designed city image communication model and put forward the city image communication norms of strategic communication,relational communication,total communication and continuous communication based on the IMC.In order to spread the image of the prefecture level city,I concluded some specific recommendations:clear city image positioning,perfect four an integrated communication main body frame,integrate communication content based on the audience's cognitive,rich city image communication channels,improve the communication mechanism of city image crisis.