Volume 6, Issue 3, September 2020, Page: 47-52
Research on the Communication and Marketing Strategy of Zhanjiang's City Brand
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
Received: Sep. 29, 2020;       Accepted: Oct. 12, 2020;       Published: Oct. 17, 2020
DOI: 10.11648/j.ijmfs.20200603.11      View  84      Downloads  17
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.
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 © 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.
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