Research On Integrated Communication Of Zhengzhou Subway Advertisement And City Brand Image

In the current environment where the attention of the audience is severely distracted,it poses a greater challenge to the creation of urban brand image.The subway,as a means of daily use by people,carries tens of thousands or millions of people every day.In the closed space of the subway,the information or advertisements carried by the subway are more compulsory and effective because the interference of the external environment is greatly reduced.Zhengzhou,a city with a long history and culture,and today's remarkable economic development has made Zhengzhou a new first-tier city.How to better convey the spiritual outlook of the city,and how the city's brand image has more core competitiveness,it is the right time to use the integrated communication perspective to seek mutual promotion between the subway and the city.This article takes Zhengzhou subway advertising as a carrier,based on the research of relevant scholars,through the perspective of integrated communication,analyzes the positioning and status of Zhengzhou city brand image,and explores how to make full use of subway advertising to systematically shape the city brand image.Comprehensive multi-disciplinary knowledge,according to the actual situation of Zhengzhou subway advertising to integrate and spread the city's brand image,drawing on the successful case of urban brand image shaping,enhance the brand image communication function of Zhengzhou subway advertising,so that the city of Zhengzhou is booming in economic development At the same time,the reputation of the Dahe civilization and the popularity of the national central city have been continuously improved,making the Chinese civilization shine in the city of Zhengzhou.This article first narrates the relevant concepts,clarifies the subject to be studied and the specific scope of the research.Secondly,through the literatureanalysis method and the method of on-the-spot investigation,the urban positioning of Zhengzhou and the status of subway advertising were analyzed,and a questionnaire survey and data collection were carried out.Then,it analyzes the current situation of the integrated communication of Zhengzhou subway advertising and urban brand image,which mainly includes the main body of integrated communication,the core of integrated communication,and the operation of integrated communication.By analyzing other successful urban brand image building cases,the problems in the integration and communication of Zhengzhou subway advertising are put forward.Finally,it proposes suggestions for improving the problems in the current situation of integrated communication and feedback from the audience.Overall,it is carried out in accordance with the ideas of clear research subject,analysis of research objects,and solution of research problems,and ideological innovation on the basis of theory.