The Research On Effect Of Government Communication To Brand Promotion Of Rongcheng City

With the publishing of main symbol logo of ? system for city,Rongcheng city was taking step in the development process of city branding and promotion under the leading of its government at the year of 2015.More and more competition occurs between small-medium cities for development of economy and enhancing of urbanization process.How to stand head and shoulders within groups of the same-level cities,how to get rid of homogenization for the promotion of cities,how to catch investors' attention to the city and how to raise funds for urban construction are main problems for all of regional governments,and all of regional governments are trying their best to focus on solving these problems within the process of city branding and promotion.Within guidance of "fuse of the crossover and upscale of the brand" rule and the desire for strengthening regional influence,small-medium cities insist on optimizing government communication skills for city promotion.In this research,the author selects Rongcheng city in Shandong province as an example for the study of government communication behaviors on small-medium city branding and promotion process.Documentation method and case analysis method are two main research methods for this thesis.By combination of different theories from different projects to analyze the government communication behaviors in city banding and promotion process,this research draws some conclusions and optimizing suggestions finally and these conclusions or suggestions may give direction for government communication behaviors for construction and promotion of city brand.