Research On City Brand Image Communication From The Perspective Of Brand Image Theory

The city brand image can fully demonstrate the strength of a city's economy,the level of civilization,the social atmosphere,and the quality of citizens.A good brand image can fully attract tourists,investors,businesses and even foreign businessmen,thereby increasing the competitiveness of the city,promoting the government to better exert its subjective initiative,improving the efficiency of functional management,and improving the happiness index of residents.Under the background of globalization,the international development of the Shenzhen brand image is the core of city's future development.Based on Shenzhen's special historical and cultural background and the support of central government policies,the rapid rise of economic strength must not be underestimated.The dissemination of urban brands also needs to be further promoted which would provide stronger support for Shenzhen's urban development.This article analyzes the urban brand communication of Shenzhen based on the new era since the 18th National Congress of the People's Republic of China.From the perspective of communication science,it uses the knowledge of communication,management,branding,marketing and other related disciplines to conduct a full range of brand image of Shenzhen city.The specific writing ideas are following logic:Firstly,this thesis explains the concept of brand,brand image and urban brand image.This chapter mainly explains the theory,analyzes the meaning of each theory and the relationship between each other,and clarifies the significance of the dissemination of urban brand image.Secondly,it describes the evolution of Shenzhen's urban development in 38 years and the positioning of the city's brand image at each stage.Looking back at history and looking forward to the future,Shenzhen,which has entered a new era,regards its"Sustainable and Sustainable Global Innovation City" as its goal in its brand image positioning,and makes concrete decisions in terms of innovation,technology,green,and culture etc.In addition,thesis has elaborated several concrete suggestions for Shenzhen city brand image communication strategy.Through detailed analysis,some problems in the communication of the city's brand image in Shenzhen need to be solved.The thesis explained these issues in detail and also proposed suggestions for solving problems.Finally,the concluding remarks reaffirmed the importance of urban brand communication,the great progress made in the dissemination of the brand image of the Shenzhen city in the new era,and where improvement and learning need to be made in the future of urban development.According to analysis of Shenzhen's urban brand image,the public will have a strong understanding of the complexity and importance of urban brand communication.The more continuous practice and hard work made by the government and general public,the better city brand building in Shenzhen will be achieved.At the same time,it also hopes this thesis could be used as a reference for the dissemination of brand image in other cities.