中国城市品牌传播的战略与路径——以武汉城市品牌传播为例

The Strategy and Path of Chinese City Brand Communication: Taking the Brand Communication of Wuhan City as an Example

城市品牌是城市在公众中的形象认知与情感认同,它是城市最重要的无形资产。城市品牌传播对于提升城市竞争力具有重要意义,世界各国都非常重视城市品牌传播。作为国家中心城市的武汉,其城市品牌传播战略与路径对于中国城市品牌建构具有重要借鉴价值。本文以武汉城市品牌传播为例,分析了武汉城市品牌传播的现状与亮点、武汉城市品牌传播的挑战及问题,并从品牌传播学视角审视武汉城市品牌传播的原则与战略路径。

City brand is the image recognition and emotional identity of the city in the pub-lic,which is the city's most important intangible assets. City brand communication is very impor-tance for the promotion of urban competitiveness. The countries in the world attaches great impor-tance to the city brand communication. As the national central city, the brand communicationstrategy and path of Wuhan city has an important reference value for the construction of China'scity brand. This paper takes Wuhan city brand communication as an example,and analyzes thepresent situation and bright spot,challenges and problems of Wuhan city brand communication,and then examines the principle and strategic paths of Wuhan city brand communication fromthe perspective of brand communication.