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.
| Published in | International Journal of Management and Fuzzy Systems (Volume 6, Issue 3) |
| DOI | 10.11648/j.ijmfs.20200603.11 |
| Page(s) | 47-52 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2020. Published by Science Publishing Group |
Zhanjiang, City Brand, Communication and Marketing Strategy
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APA Style
Weidong Lai, Zhaoxi Deng. (2020). Research on the Communication and Marketing Strategy of Zhanjiang's City Brand. International Journal of Management and Fuzzy Systems, 6(3), 47-52. https://doi.org/10.11648/j.ijmfs.20200603.11
ACS Style
Weidong Lai; Zhaoxi Deng. Research on the Communication and Marketing Strategy of Zhanjiang's City Brand. Int. J. Manag. Fuzzy Syst. 2020, 6(3), 47-52. doi: 10.11648/j.ijmfs.20200603.11
AMA Style
Weidong Lai, Zhaoxi Deng. Research on the Communication and Marketing Strategy of Zhanjiang's City Brand. Int J Manag Fuzzy Syst. 2020;6(3):47-52. doi: 10.11648/j.ijmfs.20200603.11
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Download@article{10.11648/j.ijmfs.20200603.11,
author = {Weidong Lai and Zhaoxi Deng},
title = {Research on the Communication and Marketing Strategy of Zhanjiang's City Brand},
journal = {International Journal of Management and Fuzzy Systems},
volume = {6},
number = {3},
pages = {47-52},
doi = {10.11648/j.ijmfs.20200603.11},
url = {https://doi.org/10.11648/j.ijmfs.20200603.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijmfs.20200603.11},
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.},
year = {2020}
}
TY - JOUR T1 - Research on the Communication and Marketing Strategy of Zhanjiang's City Brand AU - Weidong Lai AU - Zhaoxi Deng Y1 - 2020/10/17 PY - 2020 N1 - https://doi.org/10.11648/j.ijmfs.20200603.11 DO - 10.11648/j.ijmfs.20200603.11 T2 - International Journal of Management and Fuzzy Systems JF - International Journal of Management and Fuzzy Systems JO - International Journal of Management and Fuzzy Systems SP - 47 EP - 52 PB - Science Publishing Group SN - 2575-4947 UR - https://doi.org/10.11648/j.ijmfs.20200603.11 AB - 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. VL - 6 IS - 3 ER -
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