Research On Integrated Marketing Communication Of Xi'an City Image

Based on its long historical and cultural heritage and rich cultural resources,Xi'an has become a world-famous "Millennium ancient capital".Its superior location advantages and huge scientific and technological industrial clusters have promoted Xi'an to become a national central city and an international metropolis.In recent years,Xi'an has shaped the city brand through a series of integrated marketing communication means,improved the popularity and reputation of the city,and made the city image of Xi'an more three-dimensional and plump.This paper takes the current situation of integrated marketing communication of Xi'an city image as the research object.Firstly,through combing the evolution process of Xi'an city image in different media stages,the advantages of real resources and urban strategic planning,this paper clarifies the positioning of Xi'an city image and the communication direction,so as to lay the tone for the whole integrated marketing communication research;Secondly,based on the analysis of the communication channel of the city,the communication channel should be clear;Thirdly,through the analysis of the above communication elements,find the crux in the process of Xi'an city image communication,and make it clear that Xi'an needs to use integrated marketing communication to shape the city image.Finally,according to the problems existing in the process of analyzing various communication elements,this paper puts forward targeted suggestions.