Research On The City Brandind Communication In The Charismatic City Of China

City is an important carrier of political,economic and cultural activities.With the development of market economy,the process of "urban integration" has been accelerated.Although each city has its own geographical,historical and humanistic background,all cities are faced with the same issue,that is,how to improve urban competitiveness.Urban brand building is one of the key factors for improving urban competitiveness.Brand,as a concentrated reflection of image power,charisma,attention and identification,is also an index of a city's pursuit and contributions.On the one hand,urban brand communication can build a cultural and economic platform for urban development through the unique charm and symbolic representation of the city.On the other hand,urban brand communication can increase a city's reputation and satisfaction,enhance the identity and the sense of belonging of urban residents,and strengthen the inner development vigor of a city.As the most widely used mass medium,television is one of the important media to spread urban brand,and it can enable urban brand to be rapidly spread and get effective added value.This paper selects the Charismatic City of China,a massive cultural tourism urban competitive performance program,which is broadcast on the central financial channel,as the research object.Then from the perspective of communication,the communication content and methods of urban brand on television medium are analyzed,and in this process,the advantages and disadvantages of television communication of urban brand are searched out.The paper is divided into six chapters.The first chapter is introduction to the background,significance,content and methods of the research,as well as the research overview of urban brand in China and abroad.The second chapter explains the connotation of urban brand,makes a general review of the television communication of urban brand,and summarizes the course and functions of television communication of urban brand.The third,fourth and fifth chapters mainly take Charming China as the research object,and analyzes the content and methods of urban brand television communication from three perspectives of "brand positioning,cultural endogenous force and commercial elements".The sixth chapter is a summary of the above analysis results,and it puts forward suggestions on the optimized development of the construction of urban brand in television communication.This paper involves the knowledge of related disciplines such as communication,marketing and economics,which has provided a theoretical basis for the paper.Meanwhile,analysis is made in view of the program of which the author personally participated in the production,thereby summarizing relevant communication strategies,hoping to provide theoretical basis and reference resources for television communication of China's urban brand.