Large-scale Exhibition Coverage And Urban Brand Construction

The large-scale exhibition report is a shining business card and an important window to display the city brand.competition between cities is also increasing,and in the future,competition between cities will inevitably develop in the direction of branding and marketing.The holding of large-scale exhibitions symbolizes the economic strength and political status of a city.Most of the first-and second-tier cities in China are trying their best to obtain exhibition opportunities.The use of large-scale exhibition reports to build urban brands has also become increasingly important for propagandaists in various cities s position.Doing good reporting on large-scale exhibitions can extend the influence of city brands,enrich the connotation of city brands,and win competitive advantages for cities with solid city brands.The thesis combed the definition of large-scale exhibitions and the connotation of urban brands,and pointed out that large-scale exhibition reports can enrich the basic connotation and asset connotation of urban brand construction.At the same time,the reference dimensions of large-scale exhibition reports on urban brand construction were explored.It was proposed that large-scale exhibition reports can refer to the urban environment,and urban characteristics when constructing urban brand.Performed in 4 dimensions,and there are 16 sub-factors under 4 dimensions for reference.The thesis selects the Hubei Daily's special report on the 7th Military Games as a case,and explores the characteristics of the construction of urban brands reported by the Hubei Daily's military games.The "Hubei Daily" Military Games reported that Wuhan city brands with the following characteristics were constructed: in terms of urban environment,Wuhan enjoys beautiful scenery of big rivers and lakes,5G technology leads the country in development,and local governments have excellent overall planning capabilities;in terms of exhibition activities The military games promoted the overall change of the city 's atmosphere,and Wuhan 's conference workers were devoted to it.In terms of shaping the reputation of the city,Wuhan was praised by international friends from all walks of life,and the citizens of Wuhan actively cooperated and were friendly.In terms of urban characteristics,Wuhan It owns the automobile industry represented by Dongfeng Company,which is the industrial economic feature of Wuhan.The report also highlights the heroic style of Wuhan's rivers and lakes,which is a humanistic feature of Wuhan.Finally,by analyzing the practice and content analysis of Wuhan Urban Brand Communication reported by the "Hubei Daily" Military Games,I found out some experiences that can be used for reference and places worth reflecting on."Hubei Daily" in the report of the Military Games fully played the role of a leading public opinion as a party newspaper,carefully planned,carefully organized,enriched the connotation of Wuhan city brand with a variety of themes.But at the same time,it is also necessary to reflect on the fact that in the report,the tendency is too singular,and stays in the propaganda report,lacking interaction with the audience.It is necessary for the media to balance the tone of the report in future large-scale exhibition reports,attach importance to the competition of city brands,innovate the core value promotion of city brands,carry out interactive activities.