The Communication Planning Of "Ten Night Views" Brand Image In Hangzhou

As an important engine of urban economic development,"night-time economy"has become an important commercial resource for economic development and public life in the new era that contributes to the enrichment and improvement of urban tourism activities.Night tourism serves as an important part of leisure life of urban residents and promotes the diversity of leisure tourism products.G20 Summit held in 2016 is a collision and integration of different cultures and the host city Hangzhou has made rectification and upgrading on its night scene.With the reputation of "City of Life Quality" and "Oriental Leisure Capital",Hangzhou is stepping up the creation of nightlife tourism products to further strengthen the international appeal of night leisure products and to speed up the construction of"international important tourism and leisure center".Based on the previous research,theoretical study,market analysis of night tourism,SWOT analysis of Hangzhou night tourism and users analysis of Hangzhou tourism,this case intends to seize the opportunity brought by post-summit effects and the coming Asian Games to enhance the creation and dissemination of "Ten Night Views" brand image through social marketing,section marketing,business cooperation and other diversified marketing channels,to improve the independence of its night tourism and the popularity,influence and competitiveness of its night tourism brand and thus to promote the internationalization of Hangzhou.