Research On The Positioning And Communication Of Chenzhou City Brand

China is experiencing the largest and fastest urbanization process in the world.Urbanization is becoming the main driving force of China's development.Chinese cities are entering a brand era.Practice has proved that having a strong city brand is a huge intangible asset.Chenzhou city brand communication is of great significance to the development of Chenzhou City.It can enhance the popularity and reputation of the city,promote the construction and development of the city,and enhance the competitiveness of the city.Like product brands,brand positioning is the first step in urban brand communication.The essence of positioning is to establish a unique position in the minds of the audience.To study the positioning of Chenzhou city brand,we should clarify the idea of positioning,analyze the brand characteristics and the advantages and disadvantages,opportunities and challenges of the brand,so as to find the accurate position of the brand.The study found that Chenzhou city brand is positioned as "Chenzhou is a livable city with good mountains and water,which can meet the demand of happy living.It is a unique forest city in China".Urban brand is a kind of macro brand.Compared with product brand,it has its particularity from the communication subject to the communication audience.It contains a wide range of elements and is more difficult to communicate.Whether the goal of Chenzhou city brand communication can be realized is inseparable from the scientific communication strategy.In line with the tide of China's urban branding development,Chenzhou has made a series of efforts in urban brand communication.At present,Chenzhou urban brand communication has some problems,such as unclear brand positioning and lack of scientific communication strategies.Chenzhou urban brand communication should stand at the strategic height of the long-term development of the city,take the brand positioning as the basis,focus on the audience,achieve the main body integration,content integration and channel integration,integrate various resources and information into brand contact and experience opportunities,and realize the optimization of brand communication effect.Starting from the perspective of communication,combined with the results of multi-disciplinary theory,this paper makes a comprehensive discussion on Chenzhou urban brand positioning and communication,examines the existing problems and puts forward countermeasures,in order to provide reference value for relevant practice and research.