Item no: 036
Organizer: NLD Changchun Municipal Committee
Proposal content:
With the intensification of domestic urban competition, "urban marketing" with the fundamental purpose of improving urban competitiveness is intensifying. Shaping the image of the city and creating a "city brand" have become the most effective means. The most obvious effect is Dalian, which has established a brand-new city image through more than ten years of operation, making this originally underdeveloped city a "famous brand" city, and its competitiveness ranks among the top in the country. In recent years, Guangzhou, Chongqing, Hangzhou, Changsha and other cities have made a scientific and accurate re-study of the city image in various forms, and implemented their own brand strategies through the shaping of the city image. As an important town in Northeast China, Changchun has its own characteristics in natural environment, location, industry and culture. The titles of "Automobile City", "Forest City", "Film City" and "University City", which represent the industrial, natural and cultural image of Changchun, have been well-known at home and abroad. Gold-lettered signboards such as national excellent tourist cities, national environmental protection model cities and national garden cities shine brilliantly. However, at present, our city lacks an image that can fully reflect the modernization development and unique urban culture of our city. These remarkable urban highlights are far from being organically integrated to form a powerful "urban product". There is an urgent need for our city to be invincible in the new round of competition to revitalize the old industrial base in Northeast China, to effectively improve the competitiveness of the city, to scientifically study, plan and integrate the existing urban resources, and to create a new "city brand" that is full of the flavor of the times, best reflects the characteristics of Changchun, and is full of appeal and competitiveness, and the core and soul of this work is to accurately locate the city image.
"City image" is people's comprehensive impression and impression of the city, and it is people's comprehensive and concrete understanding of nature, humanity, economy and other elements in the evaluation standard of city value. Generally speaking, city image is a problem of city "packaging". The difference is that this kind of "packaging" requires higher requirements, and its image is not only expressed in appearance, but also has internal spirit. City image is a kind of public product with strong externalities, which has the functions of external display and internal cohesion, and its economic value is unmatched by various advertising media. A good city image can be transformed into an immeasurable economic driving force.
City image positioning is a process of establishing image goals through self-reflection and research on the basis of city reality. The positioning work realizes the design and establishment of the city image through the analysis of the present situation of the city image and the investigation of the city image resources.
Several problems existing in the construction of city brand in our city
In recent years, Changchun has done a lot of work in brand building such as urban positioning and image design, which has had a certain impact, but the pace is relatively slow and the effect is not obvious. Through the visit to relevant departments, we know that the city image positioning was thought and brewed earlier, and some work was planned around 200 1, but it has not been implemented for various reasons. Until the beginning of 2004, the Foreign Publicity Office of the Municipal Party Committee and the relevant media planned an activity to collect urban image design schemes from all citizens of Changchun, and many citizens actively participated, collecting dozens of manuscripts and schemes. This activity has aroused the general public's concern about the image and development of the city to a certain extent, and the social benefits achieved are obvious. However, these are far from enough to meet the needs of modern urban development. There are still some specific problems in the positioning of city image.
First, insufficient attention and less investment.
Our city has a positive attitude towards the role of city image in building city brands, improving environmental construction and tourism development, but it has not paid enough attention to the specific image positioning work, and the investment in human and financial resources is very limited. It is understood that this work has always been the responsibility of the Foreign Affairs Office of the Municipal Party Committee. There are only a few staff members in this department, and the workload of city image positioning is very huge and the strength is relatively weak.
Second, the city image consciousness is not clear.
First, the relevant departments' understanding of city image positioning, function positioning and city brand is vague and confusing, or they think there is no substantive difference among them. Second, many people's understanding of the city image is fragmented, staying in the urban environment and infrastructure construction, ignoring other factors such as society, economy, history and culture, or simply thinking that the positioning of the city image is just a beautiful slogan or two. Third, the tacit understanding of the city image, that there is no need to catch up with the trend, deliberately update the image of Changchun city established in decades of development.
Third, the research on urban brands lags behind.
At present, the research on the city image positioning of our city still stays at the level of simply serving propaganda, lacking systematic, in-depth and authoritative research. At the same time, external publicity also has different caliber. Many government departments, enterprises and related organizations have no unified form and content when promoting Changchun, and there are many versions of publicity materials and logos, which are quite confusing.
Fourth, the urban cultural thinking is not clear.
City and culture go hand in hand, which reflects the spiritual outlook of the city. The birth of an excellent city will inevitably reflect an excellent culture. Beijing, Shanghai, Guangzhou, Shenzhen and other cities have very distinctive urban cultural characteristics, while our urban culture in Changchun is moderate and there are too few distinctive things. It is not that our city has no depth, but that there are too few attempts, excavations and explorations in this area.
Suggestions on Strengthening Brand Building in Changchun City
First, pay full attention to it, increase investment, and strive to make substantial progress in the city image positioning in a short time.
City image construction is both a "soft" and a "hard" job. Environmental construction, urban infrastructure construction, exhibitions and other work are "hardware", and urban image positioning and design are "software". The construction of "hardware" in our city is relatively fast, while the work of "software" is relatively backward. Chongqing, Kunming, Changsha and other places are moving faster, and our neighboring Shenyang and Harbin are also conducting relevant research. It is suggested that the leaders of the municipal party committee and municipal government attach great importance to this work, implement the competent departments, actively invest, correctly guide, shape a new city image through scientific and accurate positioning, and further improve the city competitiveness of our city.
Two, the city image positioning work is a systematic project, which needs scientific research and careful deployment. It is suggested that the relevant departments of the city hire experts in economics and sociology to start soft science projects in the Science and Technology Bureau, and on the basis of adhering to the principle of combining high starting point with operability, accurately grasp the pulse of urban development and complete the research work in a short time. On the basis of research results, combined with social opinions, Changchun's unique slogan, representative buildings, city signs, standard colors and mascots were established.
Three, after the completion of the city's image positioning work, it is necessary to establish its authority through the NPC legislation and other forms, fully reflecting its positive role in external publicity and internal cohesion. In terms of external publicity, it is necessary to ensure that all enterprises and organizations in the city are unified in terms of caliber and form when attracting investment, liaison and publicity, and achieve the best publicity effect. At the same time, make corresponding regulations on the window industry, landmark buildings and government agencies in our city to achieve the overall effect.
Fourth, awaken the image consciousness and civilization consciousness of all citizens.
It is necessary to continue to carry out the city image collection activities with extensive participation of citizens, and subdivide the activities, and take the auto show and the Asian Winter Games as an opportunity to strengthen the image education of citizens. After the positioning of the city image is established, we should consider introducing a new citizen code, emphasizing the awareness of maintaining the city image and integrating into the city civilization, and cultivating the pride of the citizens as Changchun people. Shaping and maintaining the image of a city is a goal that will take many years to achieve, and it must be persistent and unwavering.
Fifth, make full use of the city image positioning to improve the cultural level of Changchun.
Black land culture is the soul and personality of Changchun, and the enthusiasm, boldness and boldness of the northeast people are vividly displayed on us. At the same time, the rapid progress of modern science and technology, modern education, modern industry and environmental protection, exhibition and tourism has made the development of our city show a trend of "sunshine", which is the characteristic that distinguishes Changchun from most cities. We can make a big fuss about this. The Propaganda Office of the Municipal Party Committee once named Changchun as "Sunshine City", which has multiple meanings. This idea is very good and the cultural atmosphere is very strong. On the basis of combining the historical and cultural context of the city, our city should shape its personality and carry forward its excellent cultural spirit. On the basis of inheritance, combined with the current characteristics of the times, we will create a new cultural connotation of our city and shape a unique city image.
Six, in many ways, strengthen the publicity and promotion of the city image.
In addition to strengthening the publicity of newspapers, radio, television, outdoor advertising and other conventional media on the image of our city, we can not ignore the publicity role of other media. Taxis in Changchun are well-known all over the country, and this link should not be underestimated. At present, the colors and styles of taxis in our city are not uniform. There are all kinds of red, white, green and blue, all kinds of signs, and all kinds of unprinted invoices. In fact, taxis in Changchun can become a powerful tool to enhance the image of the city as long as they are planned in a unified way. Regarding city advertisements, you must fight, but be careful not to act rashly. After all the related work is completed, we should complete this work according to the requirements of overall image positioning.