egional image advertisings set up and communicate the region’s image by pinpointing the region’s unique resources and generalizing them by the keywords. From the perspective of Integrated Marketing Communication Theory, keywords of regional image advertisings of various provinces and cities broadcasted on the CCTV, cooperating with visual identification system, choosing the traditional media and network media platform for combined promotion, are convenient for audience’s reception and communication, although the regional image positioning is ambiguous, image recognition system hierarchy is not clear, communication platform is scattered, and keywords of regional image is out-dated.