Research On The Urban Brand Communication Strategy Under The Short Video Social Media Background

With the deepening of the urbanization movement,the cities are also engaged in fierce competition in addition to the development.Among them,urban brand,as an important symbol to distinguish local personality and maintain competitive advantage,has been highly valued by the urban managers.However,the construction and communication of urban brand is not always very easy.Not only does the urban brand‘s vague positioning lead to lots of homogeneous cities,but also it can not deeply combine the current media characteristics to update communication ways timely,resulting in limited communication effect.Today,short video social media is developing rapidly,and the media,represented by Douyin,has opened up a new fashion of urban communication with the advantages of fragmentation,visualization and popularization.It is based on such a social situation,only to arouse the author's thinking:How does the city to communicate its brand better under the short video social media background.Based on this,the author takes the communication of urban brand in the background of short video social media as the main line of research.With the help of literature research method and case analysis method,this paper analyzes the changes of urban brand communication environment under the background of short video social media on the basis of investigating the present situation of urban brand communication.Then based on this change,the paper selects the Douyin short videos as the analysis platform to explore the communication practice of Xi ' an,Chongqing,Chengdu and other cities in the short video social media.This paper tries to summarize its common characteristics of communication,analyze the communication effect of urban brand in combination with investigation data,and reflect on the problems existing in communication.On this basis,combined with the theoretical basis of the previous text and communication practice,this paper then put forward the urban brand communication improvement suggestions under the short video social media background.This paper attempts to provide a new perspective on how to communicate the urban brand under the background of short video social media for the city managers,and to broaden the communication ways of urban brand,and improve the competitive strength of the urban brand.