关键词: 城市品牌, 发展, 问题, 多路径, 传播策略

Abstract: A city brand is not only the element of unique cultural accumulations and competitive industries through analyzing, refining and integrating a city, it is also a core concept that a city has transmitted to the society to promote its image. Its transmission may deepen the people's impression on the city, and at the same time boost the development of a city. On the basis of a city's particularities, dynamic development and transmission guidance, the spreading of a city brand at present can rely on multiple ways of spreading strategies such as advertising marketing, feasts, time marketing, audience interaction and experiential marketing for the purpose of developing a city's core value.

Key words: city brand, development, problems, multiple ways, spreading strategies