Study On The Strategy Of "Chengdu Release" Weibo Platform For Chengdu Urban Brand Communication

The rapidly development of urbanization in China has increased the competition among cities,local governments paid more attention to shaping the brand image of cities.As time progressed,an increasing number of new media has gradually replaced traditional media to carry forward the cities' cultural spirit.Sina Weibo-as the product of new media,has become an invaluable tool for image shaping.The users increase dramatically with each passing day. Chengdu,a city can let you be reluctant to leave away.The local government and residents consistently focus on the development of city branding.Chengdu has received considerable praise such as 'Land of Abundance','the Garden of Eden in Asia' and 'the Desirable City'.This essay will focus on one of Sina Weibo platforms named 'Chengdu Publishing',which is a successful new medium.In 2012,it accepted an honor as the one of 'Top Ten Governmental Weibo in China'.This essay will briefly explain some particular definitions in the first place,including the communication characteristics of Weibo,the image of the city and the spread of city branding.This paper analyzes how chengdu traditional media and new media conduct urban brand communication,and compares it with "chengdu Publishing".Finally,the analysis of 300 tweets from November 2017,this dissertation will form the four bases of brand communication for discussion,involving the subjects?contexts?public users and communication effects of'Chengdu Publishing'.Through analysis and research,three problems existed in the process of shaping the city brand were found:firstly,the external publicity platform did not highlight the keywords of the city;Secondly;It doesn't use the high cohesion super topic platform;Thirdly,weibo is not interactive.In order to promote the"release" in chengdu city brand communication effectively,the paper put forward the feasible development strategy:first,taking chengdu city brand to spread the core values of "city of life";Secondly,weibo collaborates with other media to carry out integrated marketing communication of urban brands;Third,use new media technology to display urban brand on sina weibo.Fourth,efforts should be made to promote the interactivity of new media,enhance the adhesive relationship between official microblog and followers,and thus actively disseminate urban brands;Fifth,use the advantages of new media to supplement offline media;Sixth,make good use of the role of "Chengdu Publishing" opinion leaders to guide public opinion.In order to develop the strategy smoothly,the three aspects of talent guarantee,mechanism guarantee and media guarantee are indispensable.It is hoped that through this study,it can provide a new way of thinking and unique perspective for "Chengdu Publishing" to spread urban brand.