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Research on the Communication and Marketing Strategy of Zhanjiang's City Brand

Received: 29 September 2020     Accepted: 12 October 2020     Published: 17 October 2020
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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.

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

Keywords

Zhanjiang, City Brand, Communication and Marketing Strategy

References
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Cite This Article
  • 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

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    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

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    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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  • @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}
    }
    

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    AU  - Weidong Lai
    AU  - Zhaoxi Deng
    Y1  - 2020/10/17
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    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
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    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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Author Information
  • School of Business, Lingnan Normal University, Zhanjiang, China

  • Finance Department, Zhanjiang Preschool Education College, Zhanjiang, China

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