A Study On City Brand Image Communication Problems And Countermeasures Of Xi'an

Xi'an established the "city of the world city of culture," the city brand positioning,and actively carry out the dissemination of the city brand image.Through the questionnaire,we get the first-hand information of the city's brand image and combine with the investigation and literature analysis.It is found that there is still a lack of strategic layout in Xi'an's urban brand image transmission,lack of integration,lack of innovation in transmission methods,This or that problem.The causes of these problems are multifaceted,there are misinterpretation of the concept of communication,the main body of the spread of their own political,cultural connotation of the tide and the lack of communication and so on.These problems reflect the city in the brand image of the lack of transmission,need to be resolved.In this context,from the perspective of communication,the use of communication,management,brand and other related disciplines,combined with the image of Xi'an city brand image of the status quo,its analysis and analysis to try to find a corresponding solution.First of all,brand,city brand,brand image dissemination theory to sort out,as a theoretical support.Then,through the extensive collection of Xi'an city brand image dissemination of information,the use of questionnaires,visits to the investigation,literature reading and other methods to understand the status of its dissemination,summed up in Xi'an in the city brand image dissemination problems.Finally,in the construction of brand image communication strategy,integrated communication content,innovative communication methods and increase the intensity of orthopedic communication and other aspects of the corresponding countermeasures.For the study of the image of Xi'an city brand image,hoping to play a certain role in its revelation,and can cause other cities for the brand image of the importance of transmission.Hope that more people can realize the importance and complexity of the spread of urban brand image,continue to carry out theoretical exploration and practice,in order to spread a better image of the city brand and work.