Research On Branding And Communication Strategy Of Eco-City In Guangzhou

The report of the 18 th National Congress of the Communist Party of China put forward the "five in one" principle of ecological civilization construction and laid the foundation for the overall layout of ecological civilization construction.From the perspective of urban development,the rapid expansion of the city brought about by industrial society,the simple pursuit of economic development and the material interests of the people as the value pursuit,the contradiction between the development of traditional industrial civilization and the supply of natural resources and the carrying capacity of the ecological environment Intense,depletion of natural resources and rapid deterioration of the ecological environment directly threaten the survival and development of the people.It is urgent to change the concept and development model of the city,promote the construction and development of the Eco-city,and realize the harmonious coexistence of man and nature at the city level.Starting from the theory of ecological civilization construction,this paper analyzes the historical and realistic inevitability of Guangzhou's choice of taking the development path of Guangzhou's characteristic Eco-city under the current special political,economic and social background,summarizing and summarizing the concept of sustainable development in Guangzhou.The ideals and values ??and values ??of the national central cities built in the management system for solving urban problems.Secondly,from the perspective of brand building,this paper analyzes the practice of branding in Eco-city in Guangzhou with the help of Keller's brand value theory.Guangzhou is shaping the brand image of Eco-city,promoting ecological governance and industrial structure transformation and upgrading,and promoting ecology.The transformation of space and the consolidation of the consensus and recognition of Eco-city brands by all sectors of society have created Guangzhou's Eco-city branding experience.Thirdly,from the perspective of brand communication,this paper reports on the pollution control behavior,Eco-city image shaping behavior,ecological space transformation,ecological economy and industrial transformation and upgrading in the Guangzhou City Eco-city branding practice in Guangzhou Daily.Conduct discourse analysis.The study found that the government as the main body of eco-city brand building is also the dominant voice of the brand communication activities.The media faithfully reflects the government's Eco-city branding policies and practices,and hasshaped the party's ruling legality in Eco-city brand communication.Sexual identity.Finally,under the guidance of Keller's city brand value theory,this paper conducts a questionnaire survey on the Eco-city perception and urban brand resonance communication effect of Guangzhou residents to obtain the current Eco-city brand construction effect,and the residents' Eco-city perception and city brand.The relationship between resonances was analyzed.The study found that the government's Eco-city branding activities have achieved good results.Residents have a high degree of resonance between Guangzhou's Eco-city construction perception and Eco-city brand,but even so,there are still residents' perceptions in Eco-city perception and brand resonance.Deviation from behavior and low level of social participation in Eco-city brand building.