Communication Plan Of Zhangjiakou City Brand In Post Winter Olympics

The 2022 Beijing Winter Olympics has come to an end.As one of the hosting cities,the robustness of the software and hardware of Zhangjiakou City have been improved – it is of great renown and has well-constructed supporting facilities.Nevertheless,the city brand building remains in its infancy as a consequence of the ambiguous brand positioning,simplistic urban labels,insignificant cultural connotations,and a lack of systematic brand communication.Stepping into the post-Winter Olympics era,in coincidence with the commencement year of the planning and construction of the Beijing-Zhangjiakou Sports Cultural Tourism Belt,the city brand building of Zhangjiakou needs to be enhanced imperatively.The plan is based on the development requirements of Zhangjiakou cultural tourism and supported by the Zhangjiakou Culture and Tourism Administration,aiming to determine and convey the brand positioning for Zhangjiakou City through effective communication.The current paper analyzes the conditions of Zhangjiakou city’s resources through the literature search,questionnaire,and field research by combining the theoretical and practical approaches.Subsequently,integrating the resources status and development of city positioning of major competing cities,systematically studying the internal and external environment of Zhangjiakou City by adopting the SWOT analysis model.Eventually,conduct a comprehensive analysis of the current situation of Zhangjiakou City’s communication in a “surface to point”manner.After thorough research,the paper will take “all-season available Winter Olympics legacy and unique cultural resources” as the core value,proposing the “cultural city with sport and leisure activities suitable for all-season” as the city brand positioning.Focusing on brand positioning and the cultural and tourism development plan of Zhangjiakou City during the “14th Five-Year Plan”period,centering on Chongli National Ice and Snow Tourism Resort and Dajingmen Great Wall National Cultural Park,plan and design the communication activities of "meeting ’Snow ruyi’ " and "approaching Dajingmen",taking into account the feasibility of the proposal to its greatest extent,in order to provide referable operational concepts and strategies for conveying the city brand position of Zhangjiakou.