The Research About Guangdong Regional Brand Presented In WeiBo

Nowadays, regional brand building and development has became a trend in commodity society, and the city in each country selects regional brands as one of their own development strategy. In order to establish and develop regional brand better, domestic and foreign scholars have conducted some researches from the aspects of brand resources, transmission mode, spread media, propagate method and effect.This thesis takes Guangdong Province as the research object under the regional brand theory, at the same time, the new media Weibo will be used as the content analysis. The purpose of this case is to put forward practical suggestions it will provide the theoretical foundation of this thesis meanwhile, describes maximize the combination effect of regional brands and new media, in addition, putting forward to more practical suggestion.This thesis is divided into five parts.Chapter one is an introduction, including research background, research significance, literature review and the creativeness of this paper.Chapter two is the theoretical framework which provides the definition of brand spread, regional brand spread, Guangdong regional brand spread and new media (weibo). It will provide the foundation of composing this thesis and significance of this study.Chapter three is the resource analysis of regional brand. From the perspective of regional brand resource, this thesis presents the status of the Guangdong regional brand, meanwhile, describing regional brand body (Government, Business, Associations and The public) and the basic status of Guangdong regional brand.Chapter four is the main body of this thesis, which analyzes the Internet media presents of regional brand spread in Guangdong province—in Sina. Through analysis the spread content and way (pictures and charts) of Weibo, how to use the new media for spreading regional brand will be presented.Chapter five is the conclusion of this thesis. On the basis of Guangdong regional brand communication in Sina’s media presentation, this paper puts forward countermeasures and suggestions to further promote and optimize the Guangdong area of brand communication.