Earticle

초록

영어

With the acceleration of China’s urbanization process, the economic development and market potential of small and medium-sized cities have been constantly enhanced, with the urbanization competition having been caught in the vortex of homogenization. However, small and medium-sized cities are exposed to limited resources and funds, and therefore need to be more flexible and innovative in the strategy implementation, while urban brand communication is one of the key factors to promote the competitiveness of cities. Taking the small and medium-sized cities in China as the research objects, this study, based on the domestic and foreign theories about the brand communication of small and medium-sized cities, as well as other city-related theories, analyzes textual materials about the current situation and new changes in brand communication of small and medium-sized cities with grounded theory, reflecting on the problems in brand communication in China’s small and medium-sized cities. Combining the basic elements of urban brand communication, a model for constructing brand communication strategies for small and medium-sized cities is further proposed, so as to provide the differentiated and distinctive strategies for the construction and communication of urban brands in small and medium-sized cities in China, as well as provide a new perspective and strategy on how to enhance the competitiveness and contribute to the sustainable economic development of small and medium-sized.

목차

Abstract
1. Introduction
2. Concept Deficintion and Characteristic Analysis
2.1 The Concept of Urban Brand
2.2 Characteristics of Urban Brand
3. Research Design and Study Analysis
3.1 Research Method
3.2 Collection of Samples and Data
3.3 Research Analysis
4. Brand Communication Strategies for Small and Medium-sized Cities in China
4.1 Problems in Brand Communication in Chinese Small and Medium-sized Cities
4.2 Brand Communication Strategy for Small and Medium-sized Cities in China
5. Conclusion
References

키워드

저자

• QunQing Zhang [ Lecturer, Advertisement Science, Shandong Technology and Business University, China ]
• XueHua Jin [ Visiting Professor, Department of Global Business Administration, Gachon University, Korea ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380