Research on the Communication and Marketing Strategy of Zhanjiang's City Brand
International Journal of Management and Fuzzy Systems
Volume 6, Issue 3, September 2020, Pages: 47-52
Received: Sep. 29, 2020; Accepted: Oct. 12, 2020; Published: Oct. 17, 2020
Views 20      Downloads 8
Authors
Weidong Lai, School of Business, Lingnan Normal University, Zhanjiang, China; Guangdong Coastal Economic Belt Development Research Center, Zhanjiang, China
Zhaoxi Deng, Finance Department, Zhanjiang Preschool Education College, Zhanjiang, China
Article Tools
Follow on us
Abstract
City image dissemination is to use the city as a foothold to spread the specific image of the city. City image dissemination is a social management activity and process to enhance the city's influence and reputation. Currently, city resources are limited and competition among cities is becoming increasingly fierce. Using the principles of branding to brand a city will help to enhance the breadth and depth of the effect of city image dissemination. Through the dissemination of city brands, highlight the characteristics of the city, improve the business environment, attract talents, and seize development opportunities. How to do a good job in spreading the city brand of Zhanjiang and increase the popularity of Zhanjiang is based on the research of this research institute. This article takes Zhanjiang as the research object, and finds three main factors that influence the spread of Zhanjiang's city brand image through big data and social networks: First, there are many and mixed images, resulting in fuzzy perception. Second, the lack of communication methods and channels has resulted in limited information acquisition. The third is the low degree of brand image recognition and low stakeholder attention. These factors restrict the shaping and dissemination of city brands. Therefore, this article attempts to reposition the city image of Zhanjiang and build a city brand with Zhanjiang characteristics. Promote Zhanjiang's reputation through the spread and marketing of Zhanjiang city brands, promote the improvement of the city's comprehensive competitiveness, and promote Zhanjiang to better build an important development pole for a modern coastal economic belt.
Keywords
Zhanjiang, City Brand, Communication and Marketing Strategy
To cite this article
Weidong Lai, Zhaoxi Deng, Research on the Communication and Marketing Strategy of Zhanjiang's City Brand, International Journal of Management and Fuzzy Systems. Vol. 6, No. 3, 2020, pp. 47-52. doi: 10.11648/j.ijmfs.20200603.11
Copyright
Copyright © 2020 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
References
[1]
Yang Kaizhong. Marketing places like a marketing company [J]. Leadership Decision Information, 2001 (36): 13.
[2]
Guo Xiaoxing. Research on the main body of city marketing [J]. Productivity Research, 2010 (09): 94-95.
[3]
Tan Yufei, Liu Hongmei. The construction of city image by short video puzzle communication from the personal perspective [J]. Contemporary Communication, 2019 (01): 96-99.
[4]
Sun Xu, Wu Yun. The concept, path and strategy of city tourism image communication in an all-media context [J]. Media, 2018 (12): 75-78.
[5]
Vodopivec B, Dürr E. Barrio Bravo Transformed: Tourism, Cultural Politics, and Image Making in Mexico City [J]. The Journal of Latin American and Caribbean Anthropology, 2019, 24 (2): 313-330.
[6]
Filomena G, Verstegen J A, Manley E. A computational approach to ‘The Image of the City’ [J]. Cities, 2019, 89: 14-25.
[7]
Liu Yanping. City marketing strategy [M]. Beijing: Renmin University of China Press, 2005.
[8]
Liu Yanping. City identification and brand positioning [J]. International Public Relations, 2009 (05): 47-48.
[9]
Huang Heshui, Peng Lixia. Research on Chinese City Fashion Image Based on News Big Data [J]. Journal of Xiamen University (Philosophy and Social Sciences Edition), 2019 (04): 131-140.
[10]
Ma Chao, Li Gang. City data portrait construction based on city big data [J]. Modern Information, 2019, 39 (08): 3-9.
[11]
Du Zhitao, Li Gang. City portraits for refined governance: components and application systems [J]. Library, Information, and Knowledge, 2019 (04): 43-51.
[12]
Li Chengxun. Preliminary Study on City Brand Positioning [J]. Market Economy Research, 2003 (06): 8-10+1.
[13]
Ni Pengfei. China City Competitiveness Report NO. 5 [M]. Beijing: Social Sciences Academic Press, 2007.
[14]
Ji Chunli, Zeng Zhonglu. Urban residents' Perception of tourist City brand image: Based on brand concept map method [J]. Tourism science, 2017, 31 (04): 64-78.
[15]
Rezvanpour N, Bayat A. Determining effective urban design factors within the branding strategy due to brand city spaces and evaluating city spaces by comparing them to the presented factors. A case study of ChaharBagh Avn, Isfahan, Iran [J]. Energy Procedia, 2017, 115: 6-17.
[16]
Bonenberg A. Place Brand-Building. Urban Empathy as an Evaluation Method [M]//Universal Access in Human-Computer Interaction. Methods, Techniques, and Best Practices. 2016.
[17]
Chen Li. Guangzhou city image optimization strategy from the perspective of brand communication [D].
ADDRESS
Science Publishing Group
1 Rockefeller Plaza,
10th and 11th Floors,
New York, NY 10020
U.S.A.
Tel: (001)347-983-5186