Research On Jinan Urban Brand Image Communication Using IMC Theory

Urban brand image is the symbol of the city's core competitiveness.To meet the fierce challenges of global urbanization process,the city must create its own core competitiveness.In addition to enhance the overall strength of the city,choose the effective paths to communicate the urban brand image is also important.Using IMC theory to communicate the urban brand image,it can find the accurate.urban brand positioning and integrate the contents to form the comparative advantage.The integrating use of advertising,sales promotion,public relations,journalism,direct marketing and new media to communicate the city brand,can make the different channels issued "one voice",communicate a consistent brand image,the experience proves it is fruitful.Jinan has long been known as a "city of springs",is the capital of Shandong Province,and also the famous historic and cultural city.The development of Jinan has been widely concerned by the society.In terms of urban brand dissemination,according to the China city marketing development report(2017)published by the Chinese Academy of Social Sciences,Jinan ranks the 20th all across the country,fall behind the first-tier cities,also behind Hangzhou,Chongqing,Chengdu,Nanjing,Qingdao.It seems that Jinan's urban brand image communication is still in the stage of exploration and growth.In academic research,there are not so many papers focus on the urban brand communication of Jinan as a case study.This paper intends to enrich this field with this simple research.The study finds,for the communicators,the government,enterprises,organizations and individuals constitute the main body of Jinan urban brand image transmission,but the government's lack of specialized organization leadership,leding to the spread of Jinan city brand lack of strategic positioning;In terms of communication content,this paper study the VI,BI,MI contents,and find that the consistency of content is poorer,and lack of history and local characteristics;In terms of media,Jinan integrates marketing communications theory,comprehensive utilization of the traditional media and new media,especially since 2017,Jinan uses"DouYin" APP to communicate the urban brand image;In terms of the integration of marketing methods,Jinan comprehensively uses advertising marketing,event marketing and public relations to develop the urban brand image communication.This paper consists of six chapters.The first chapter is the introduction.Chapter two is the theoretical summary.The third chapter analyzes the background of the construction of the Jinan urban brand image,the urban brand image under the viewpoint of audiences,analyze the urban brand image communication subject,content,media and marketing.The fourth chapter points out the problems and shortcomings of Jinan urban brand image communicate.The fifth chapter offers the suggestions and strategy for Jinan.Chapter 6 is the conclusion of this paper.