Integrated Communication Research Of Peking Subway Advertising And City Brand Image

The strength of city brand image depends on three aspects: the value of city brand,the dissemination of city brand image,the depth and breadth of city brand image information.The media also plays a positive role in improving the city's popularity,reputation and competitiveness.Now,subway has become the preferred means of transportation for most urban residents,and has given subway media function on the basis of social development.Focusing on the Peking subway advertising,the dissertation aims to study city brand image,based on the theory of integrated communication,on the basis of previous studies,this paper studies the integration communication of Peking subway advertising and city brand image.Before this,it is necessary to clarify the necessity of this study,that is,the relationship among subway advertising,city brand image and integrated communication.In the field investigation,the author found insufficient propagation power,lack of audience awareness,insufficient dissemination of urban cultural connotation and insufficient utilization of advertising resources in Peking subway mean problem in the integrated communication of Peking subway advertising and city brand image.According to the above problems,the corresponding solutions are put forward,such as further improve the integrated organizational structure of the four-in-one,the all-dimensional contact point management,and perfect the integrated communication effect evaluation mechanism between the Beijing subway advertisement and the city brand image,perfect the dissemination mechanism of the crisis of city brand image.