The Problems And Countermeasures Of City Brand Communication Using Short Videos

City brand is the intangible asset of the city,and it is the key of the competition between cities.To build a successful city brand requires not only the development and construction within the city,but also the method of communication path that conforms to new media.With the development of Internet and social media,netizens are no longer just satisfied with the imagination by text.Short videos as an Internet product,with its diverse content and visual advantage,quickly gained popularity on Internet,and became the most popular new media.Now,short video used in everywhere,and information dissemination has developed into the era of mobile short video.The content of short videos is mostly close to the daily life of the cities.These short videos of city life with diverse content have spread city brands.With the cooperation of governments and Tiktok,city brand communication has also entered the era of mobile short videos.The Xi'an government discovered the opportunity for short video to spread the city's brand,and cooperation with Tiktok.Although Xi'an obtained short-term benefits in the process of using short videos to disseminate city brands and was called the"Tiktok City",it quickly restricted development.This article explores the characteristics of Xi'an's case by collating the data and reports of the Xi'an brand through the Internet,and using theories of communication and marketing.At the same time,through carrying out relevant research and analysis found the problem of Xi'an used short videos to spread city brand.Finally,based on the results of the analysis,a tentative solution was proposed from both the government and the Tiktok,which provided a reference for Xi'an to use short videos to spread city brands.