The Current Situation And Countermeasure Of The City Brand Communication In Zunyi City

According to the tradition of sociology,a city is defined as a geographically bounded form of social organization with certain characteristics.It is a synthesis of regional politics,culture,history,landscape,economy,environment,etc.center.In recent years,with the rapid development of the domestic economy,the domestic urban competition has intensified.To improve the overall competitiveness of the city,it is necessary to promote the rapid development of urban economy,accelerate the process of urbanization,and gradually increase its overall strength.At the same time,in order to stand out in many cities,we must also establish a strategic awareness of the city's brand,and strengthen the strength of urban brand communication.Zunyi is a domestic third-tier and fourth-tier city.It started late in the development process of the city's brand and developed slowly.From the activities of urban brand communication conducted in Zunyi in recent years,it can be seen that although there are some positive measures,such as start-up communication The city's reputation for activities,shooting city publicity films attracting tourists,and strengthening the dissemination of official media,etc.,but the results are not satisfactory,the effect of urban brand communication is not obvious,and the added value is slow.Therefore,Zunyi needs to improve the theoretical level and practical experience of urban brand communication.From the perspective of communication science,brand science,and public relations,this paper adopts a combination of literature research,case analysis,and questionnaire surveys to analyze the status quo and problems of Zunyi's urban brand communication and propose countermeasures.First of all,in the introduction part,this article researches and analyzes the theory of urban brand communication at home and abroad,and briefly introduces the current research situation of urban brand theory.Secondly,in the first chapter,this article introduced the evolution process of brand to urban brand,determined the concept of urban brand,emphasized the importance of urban brand communication,then applied the five elements of communication to urban brands,and analyzed the five elements of communication in urban brands.The role played in communication.Then in the second chapter,after confirming Zunyi's urban brand positioning,this article comprehensively analyzes the status quo ofZunyi's urban brand communication from the aspects of Zunyi's urban brand media dissemination status,the start of urban activities,and Zunyi's urban brand communication effects.Thirdly,in the third chapter of this article,two questionnaires on the status quo of the dissemination of Zunyi city brand are analyzed.In the two surveys,the residents of Zunyi and non-Zunyi residents are aware of the status of Zunyi's urban brands.At the same time,the problems in the dissemination of Zunyi city brand are analyzed from the status quo of Zunyi.These problems are mainly attributed to lack of awareness of management planning,dissemination of content and multi-city competition,dissemination of channels,and low audience participation.The problem of slow brand growth.The last part of the article addresses the problems of the dissemination of Zunyi's urban brands,and puts forward specific countermeasures and suggestions from the previous dissemination planning,medium-term dissemination forms,and later safeguard measures.It is hoped that such research can provide a new perspective for the construction and dissemination of Zunyi City Brand,provide new ideas for enhancing the comprehensive competitiveness of Zunyi City Brand,and provide a new method for the appreciation of Zunyi City Brand.