Research On The Interactive Mechanism Of Urban Brand And Corporate Brand Communication From The Perspective Of Intertextuality

The shaping and promotion of the city image can increase the cohesion of the public internally.Externally,it can enhance the visibility and radiation to the surrounding cities,thus enhancing the competitiveness and sustainable development of the cities.However,from the international and domestic perspectives,there are many problems in the positioning,shaping,management,management and dissemination of China's urban brands.Enterprises are the blood-forming artery and an important part of the city in which they are located.Enterprise brand is also an important starting point for the spread and construction of city brand.Domestic studies have fully affirmed the interactive relationship between corporate brands and city brands,but there is still much room to explore and think about the relationship and mechanism behind the interaction between the two from a theoretical perspective.The summary of experience focusing on a certain city's tactical level makes the optimization path and strategy obtained from the current research have no universality and wide application value.How to give full play to the guiding role of theory,accurately understand the internal mechanism of interaction between the two at the strategic level,improve the effectiveness of brand building and then achieve win-win situation is an urgent problem to be solved at present.First of all,in order to make up for the insufficient explanatory power and applicability of the existing brand theory,this study introduces intertextuality to explain the interactive communication and relationship network between city brand and enterprise brand.It broke the long-term neglect of " historical textual meaning" in brand theory,and expanded the binary relation of the brand theory of " communication subject manufacturing information and meaning transmitting to the audience" to the ternary relation of " communication subject generating new content by calling and quoting textual symbols in meaning space and transmitting existing meaning to the audience".Through theoretical re-contextualization,this paper puts forward an intertextual optimization model of city brand and enterprise brand from the perspective of " multimodal intertextuality".Then,through the use of text analysis,multi-case comparison and other methods,a total of 20 samples of high-quality corporate brands are selected in Guangzhou and Shenzhen,and their multimodal intertextuality status and internal mechanism of urban brands are investigated from four dimensions of representation symbols,core connotation,external communication and self-media.It is observed that the basic attributes such as the nature of the enterprise and the year of its establishment and the strategic planning make the intertextuality of the enterprise brand graded.However,there is a positive relationship between the degree of subjective awareness and intertextuality of city brands.Finally,through the conclusion of two typical case studies in Guangzhou and Shenzhen,the above theoretical model is tested and refined.Under the guidance of multi-modal intertextuality,this " objective existence" is promoted to " subjective action".