The Guangzhou City Image Optimization Strategy From The Perspective Of Brand Communication

The spread of urban image is the dissemination of a specific city image.In an increasingly competitive city,resources are still limited.With the help of the brand's strength,the branding of cities will help increase the breadth and depth of the city's image dissemination,highlight urban features,improve the business environment,attract talents,and seize opportunities for development.In the past five years,Guangzhou has entered a rapid development track and has made remarkable achievements in various fields.With the deepening of the degree of internationalization in Guangzhou,the One Belt One Road has made new demands on the construction of Guangzhou.It is of great significance to carry out research on the dissemination of Guangzhou city image.This article relies on the database of the Big Data Laboratory of the Journalism and Communication of Jinan University to conduct urban image analysis in Guangzhou.Based on the urban image communication framework theory,this paper deeply investigates the problems in the process of urban image transmission,summarizes the core issues,and provides optimized strategies for the dissemination of Guangzhou city image from the perspective of brand communication.Through the Factiva global news and company database and the Qsearch Facebook search engine big data analysis platform,keyword search is used to capture traditional mainstream media,commercial websites and social media from January 1,2012 to November 1,2017,nearly a year of discussions on Guangzhou on the platform.A total of 93,858 pieces of relevant news data were captured and 3,125 related tweets were published.This paper mainly uses text analysis and content analysis methods,supplemented by case analysis method,and analyzes the data to explore phenomena worthy of in-depth study.This study finds that two important issues affecting the dissemination effect of urban image are the urban branding issue under the urban marketing strategy in the urban image dissemination framework and system operational issue in the process of city image dissemination.The core problem of the dissemination of Guangzhou's urban image lies in the fact that positioning out of focus causes urban image blurring and the lack of system operation under non-closed loop systems.The key to the success of Guangzhou's urban branding lies in the accurate positioning,integration into systems,consistent and continuous communication,and the formation of a stable and efficient closed-loop system that can directly aiming at the target audience and then a three-dimensional full-fledged image of Guangzhou can be created.