The Research On City Brand Communication In The Context Of Chinese Image Molding

As globalization has advanced and the world pattern has changed,Countries in the world try different methods to occupy the best places,so they can have the upper hand in the future international competition.But they all have one thing in common,they all realize the importance of national image,and have adopted various measures to promote it.China's national image is based on Chinese people,Chinese culture,Chinese enterprises,Chinese legend and Chinese brands.If these medium can be demonstrated by specific cities,we can have a better national image molding.City image is the national image's epitome and subsystem.It condensed civic-culture,and represented city characteristic,the public interest and customs.City image is an important part of national image,so the people's impression of China is associated with the impression of Chinese cities.Therefore,how to communicate city brand is significant in the perspective of national image molding.The 11th G20 Summit was held in Hangzhou in September,2016.China has successfully promoted national image after the Beijing Olympic,Shanghai World Expo and Shenzhen Universiade.So Hangzhou has been the newest example for us to research how to communicate city brand communication in the context of Chinese image molding.Leaders around the world and foreign reporters are received by G20 summit.When they reported the G20 summit,they also communicated a democratic and progressive Chinese government,Chinese good social atmosphere and natural environment.These reports played a significant role to build a peaceful and stable international environment for China.This article mentality divides into five steps.First is combing the domestic and foreign scholars;regarding of the national image and city brand to this subject exploration.Next is discussing the history of Chinese city brand communicating in the context of Chinese image molding,from Beijing Olympic,Shanghai World Expo,Shenzhen Universiade to Hangzhou G20 summit.Once more use the "5W Formula" to analyze how the city brand communication improved the national image molding during Hangzhou G20 summit.Then discuss New York Times and The Guardian from the discourse analysis angle,analyze the Hangzhou G20 relevant reports to receive the effect of city brand communication and national image molding.Finally,the article has given the Chinese city brand communication way and choice of national image molding,hoped that can give reasonable suggestions to molding and dissemination of national image.