Research On The Brand Construction And Dissemination Of Tianshui City In The New Mainstream Media

Under the trend of new urbanization,competition between cities is becoming more and more intense.In recent years,Changsha,Xi’an and other cities have turned red again,bringing great economic dividends to regional development and accelerating the process of urban branding in China.Compared with first-tier cities such as Beijing,Shanghai and Guangzhou,small and medium-sized cities in underdeveloped areas have a slow process of branding,insufficient brand construction,and relatively backward brand concepts and communication forms.As an important subject of urban brand building,the new mainstream media enhances its awareness of urban brand construction and communication,and innovates urban brand communication symbols,which is conducive to enhancing the soft power of urban culture and achieving sustainable brand development.Based on the new mainstream media,this paper uses literature research and case analysis methods to select media platforms such as We Chat,Weibo,Douyin,Today’s Headlines Limited,Portal site and Tianshui Self-made Client,the study uses the urban brand construction model to deeply explore the current situation of urban brand construction and communication in Tianshui City,Gansu Province.From the perspective of communication,we strive to analyze and solve the problems related to the construction and dissemination of Tianshui City brand.This paper analyzes the construction status of urban brands by using the three dimensions of urban brand elements,positioning and symbolization degree,and analyzes the communication status of Tianshui city brands from four aspects: communication awareness,topic setting,media presentation and emotional tendency through text analysis of related reports.The study found that in the process of construction and dissemination of Tianshui city brand,urban brand awareness has sprouted,and there are problems such as the release of city brandrelated content in the daily operation of new mainstream media,but there are still problems such as low degree of symbolization of city brands,insufficient audience participation in related topics,weak interactivity,and lack of communication feedback links.The reason is that the city brand concept of Tianshui’s new mainstream media is backward,the communication awareness is weak,the degree of media integration is shallow,and the ability to create topics is limited.In order to achieve results in the construction and dissemination of urban brands,The new mainstream media in Tianshui must be the right medicine.This paper selects Xi’an and Changsha as excellent cases of urban brand construction and communication,draws on their successful experience,and starts from the communication subject,communication audience,communication content,communication media and communication effect,and proposes that Tianshui’s new mainstream media should improve the awareness and ability of media integration,segment the audience and gain insight into the core audience,construct the city brand symbol that the audience meets,systematically integrate the communication channels and attach importance to the monitoring of the mimetic environment.