The International Communication Of Guangzhou City Brand In The Context Of All-Media

A good city brand can not only enhance the cultural soft power of a city,but also provide support for the city in attracting investment,attracting tourists,creating income and improving the competitiveness of the city.Guangzhou was officially rated as a first-tier city in the world by GaWC,the world's authoritative city rating agency,in 2018.It is of great significance to study the international communication of Guangzhou city brand.In this paper,using literature analysis,questionnaire survey and method of comparative study,the development course of the Guangzhou city brand is summarized,emphatically analyzed the internationalization of Guangzhou city brand communication activities from 2017 to 2018,and found that there are four problems:brand positioning fuzzy,the target audience is less targeted,channels of communication are dispersed,and the mode of communication are not innovative.Based on the specific situation of Guangzhou city,this paper formulates the city brand positioning of Guangzhou.At the same time,combined with the integrated communication theory of Don Schultz,this paper studies and discusses the international communication strategy of Guangzhou city brand in the context of all media,that is,to develop strategic objectives,enhance the pertinence of different audiences in communication activities,ensure the continuity of communication,evaluate the communication effect and adjust the communication method.The innovation points of this paper are as follows:1.It is the first time to put the international communication of Guangzhou city brand in the context of the all-media context,analyze the influence and requirements of the all-media context on the international communication of guangzhou city brand,and discuss the communication strategies.2.By comparing guangzhou with other cities and combining its own characteristics,the city brand of Guangzhou is positioned as the"southern gateway"of China.3.Put forward the international communication strategy of Guangzhou city brand by adopting the integrated communication theory of Don Schultz;When putting forward the strategy,we pay attention to the combination of Guangzhou's urban characteristics,the fine division of the target audience of communication,the integration of various communication resources and the innovation of communication forms.