Image Building Of Tik Tok Cityfrom The Perspective Of IMC

The success of Tik Tok short video in creating "web celebrity city" has provided a new channel and way for shaping and spreading city image.The combination of Tik Tok,city image and integrated marketing communication produces a linkage effect.Tik Tok shaping city image from the perspective of integrated marketing communication is an adaptive change to the development of media in the context of new technology.What is the relationship between Tik Tok,city image and integrated marketing communication? How does Tik Tok carry out integrated marketing communication of city image? What is the enlightenment for the future short video integrated marketing communication of city image?This paper firstly defines the concept of city image and integrated marketing communication and summarizes the research status,analyzes the city image as a brand and the integrated marketing communication as a new media.Then,the development and change of Tik Tok,city image and integrated marketing communication are analyzed respectively,and finally,the interaction and synergies among them are summarized.Secondly,based on the specific cases of web celebrity xi ’an and web celebrity Chongqing,this paper analyzes the operation mechanism and marketing activities of Tik Tok to build "web celebrity city ".Through the case analysis,the author summarizes the experience of Tik Tok in shaping the city image,which is to create the city highlights and shape the personalized city image.High quality creation environment,encourages users to participate in urban communication;Customized promotion strategy to create hot topics of the city network;Construct emotional identity and promote urban development.Then,from the four dimensions of entertainment,limitation,transitory and repeatability,this paper summarizes the deficiencies of Tik Tok marketing city image practice.Based on practical experience and deficiencies,the following inspirations are obtained: audience transformation:detonating "enthusiasm";Internet power: "overall integration" + "local integration";Content integration: consistency of city image;Relationship marketing: interactive pull value to promote the development of the new integrated marketing communication towards the city image,and put forward some inspirations for Tik Tok to carry out the integrated marketing communication activities of the city image.