Research On Integrated Marketing Communication Of Wuhan's City Images

This paper takes Wuhan as a case study,how to spread the city image effectively as the main research problem,absorbs the domestic and foreign outstanding achievement and the experience,applies the integrated marketing communication theory and the mentality to the city image dissemination.To provide a new perspective for the dissemination of urban image.On the premise of the concepts of city image,city image communication,city image integrated marketing communication and so on,the present situation of Wuhan city image communication is combed out.This paper summarizes some misunderstandings in the communication of city image in Wuhan,including homogenization of orientation,weak consciousness of audience,lack of diversification of means of communication and lack of crisis management.At the same time,the author compares Chengdu,which is a central city and a new first-tier city,to provide reference for Wuhan.Aiming at these problems,the author takes the integrated marketing communication as the theoretical guidance,because the author is influenced by Tom Duncan and Schultz's theory of integrated marketing communication,the author thinks that the process of communication should be guided by the audience.And the premise of communication should have a clear positioning to the subject of communication.Therefore,in the design process of Wuhan city image positioning,the audience evaluation is the basis of this paper.The design of the questionnaire of Wuhan City Image Construction and dissemination was carried out,and the questionnaire was authorized from the relevant government departments in Hubei Province.Through the analysis of the results of the questionnaire,combined with the basic principles of city image positioning,the actual situation of Wuhan,policies and so on,the Wuhan City is positioned as a "famous city of science and education culture".After defining the strategic height of Wuhan's urban image integration and communication,based on this and the existing problems in Wuhan's urban image communication,some suggestions are put forward to improve the image of Wuhan citizens,to make good use of a variety of new media and to set up an efficient urban crisis management system,which is an important strategy to improve the high visibility and low reputation of Wuhan city image at present.In this paper,according to the concept of combing-theoretical analysis-problem analysis-case comparison-strategic positioning-strategic implementation of the train of thought,layer by layer progressive,hope to provide ideas and reference for city image managers in theory and practice.