Research on Urban Brand Promotion Based on Short Video Marketing in the New Media Environment

Taking the Spring City of Jinan as an Example

DOI

10.2991/assehr.k.220105.270How to use a DOI?

Keywords

short video; urban bands; communication strategy; TikTok; Spring City Jinan

Abstract

Under the environment of “Internet +”, fierce urban competition with the continuous maturity of new technologies. Then how to use innovative ways and modes of new media to carry out an effective marketing and enhance the competitiveness of cities has become an increasingly important topic. This paper aims to analyze the marketing of city brands with short videos in the new media environment in order to promote city brands under the background of increasingly fierce competition among global cities. In this paper to the provincial capital Jinan, Shandong province as an example, through a short video with others and the case analysis to Jinan city brand promotion more successful. And the author analyzes the Jinan city disadvantages in the process of brand promotion, and tries to put forward effective solutions via comparing the city through literature review and collect the former data. It is concluded that in the new media environment, short video marketing is beneficial to urban brands promotion, and the promotion of urban brand requires decision-makers to make full use of new media.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yongxuan Song
PY  - 2022
DA  - 2022/01/17
TI  - Research on Urban Brand Promotion Based on Short Video Marketing in the New Media Environment
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1467
EP  - 1472
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.270
DO  - 10.2991/assehr.k.220105.270
ID  - Song2022
ER  -