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

机译：湛江市城市品牌沟通与营销策略研究

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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.
机译：城市形象传播是将城市作为立足点传播城市的特定形象。城市图像传播是一种社会管理活动和过程，以提高城市的影响和声誉。目前，城市资源有限，城市的竞争日趋激烈。使用品牌的原则来品牌一个城市将有助于提高城市形象传播效果的广度和深度。通过传播城市品牌，突出城市的特点，改善商业环境，吸引人才，抓住发展机会。如何做好拓展湛江城市品牌的良好工作，增加湛江的普及是基于该研究所的研究。本文以湛江为研究对象，发现三个主要因素通过大数据和社交网络影响湛江城市品牌形象的传播：第一，有许多和混合的图像，导致模糊感知。其次，缺乏通信方法和渠道导致了有限的信息获取。第三是品牌形象识别和低利益相关者的注意程度。这些因素限制了城市品牌的塑造和传播。因此，本文试图重新定位湛江市的城市形象，建立一个城市品牌与湛江特色。通过湛江市品牌的传播和销售推动湛江的声誉，促进了城市的全面竞争力，促进湛江更好地建立了一个重要的沿海经济带的重要发展领域。

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