With the accelerating of urbanization and the challenge of economic globalization，a growing number of urban decision-making departments began to realize the important value of the city image in the new era. Therefore，city image marketing and promotion has become the region’s and the nation’s strategic project. This study that based on the 36 cities nationwide survey data focuses on the city image promotion cognitive characteristics and the evaluation difference of the residents in China. As we known，there is a variety of forms for city image promotion and propaganda. In this paper，the author chooses government affairs microblog and advertising which plays a significant role in city image promotion as key indicators to analysis. Through the analysis，the author finds that different people’s perception of the city’s image promotion could be various. Specifically speaking，gender，educational level，income level will affect the residents’ perception of the city image promotion. The more work of promotion that residents recognized，the better their overall impressions of the city image. The higher the advertisement arrival rate，the higher the evaluation of the city image. In addition，the higher evaluation of government affairs microblog of residents，the higher their city image evaluation.