A Study On The Influence Of Sanya International Duty-free Group On The City Image Communication Of Sanya

In recent years,the process of urbanization in China is accelerating day by day,and the competition between cities is intensifying.In this context,the building and communication of city image are becoming more and more important for enhancing the competitiveness of cities.Sanya is an international tourist city with tropical coastal scenery characteristics,rich historical and cultural heritage,rich tourism resources,known as the "Oriental Hawaii",has successfully created a "Beautiful Sanya,Romantic Horizon" city name card.In the process of spreading the image of Sanya city,Sanya International Duty-free Complex not only plays the beautiful and clean function of the landmark building by virtue of the characteristic craft and shape of the building itself.As a leading tourism and shopping enterprise in Sanya,it plays the role of optimizing the economic image and tourism image of Sanya city through the implementation of various integrated marketing and communication strategies with its main identity.In the process of operation Sanya International Duty-free Complex uses of sales promotion,integrated marketing communications means such as star campaign,public relations activities,promoting the sales growth,increased media attention,enlarged the enterprise visibility and reputation,and plays a increasing urban visibility,drive urban economic growth,strengthen the result of the city tourism attraction in the process of the spread of the Sanya city image.Based on the literature analysis,case analysis,field investigation method,questionnaire survey method,according to the theory of city image communication and integrated marketing communications theory as the foundation,to Sanya city international tax exemption in the spread of the roles in the Sanya city image and exert the function of the analysis,through the concrete marketing strategies,case to assess their communication effect,and sums up the Sanya international tax city in the spread of its deficiency in Sanya city image,put forward the detailed feasible Suggestions for improvement,in order to offer help to better spread the Sanya city image.