Shihezi City Brand Building And Marketing Research Under The New Media Era

In recent years,the concept of “city brand” has been more and more familiar to local governments with the rapid development of cities.Many local governments choose to position city brand from political,economic,tourist and cultural aspects,aiming to enhance the influence of the city by constructing a city of knowledge,economy,ecology and culture.In such a new media era with the emergence of new media,such as network media and mobile media,it is a critical task for city managers to build city brand.In order to speed up the progress of the urbanization of corps,the government proposes to increase the number of county-level cities that are governed by Xinjiang according to the patter of Shihezi.Under this background,it is urgent to study the building and marketing of the city brand of Shihezi under the new media era.This paper analyzes the relevant theories about new media,city brand,and brand marketing based on literature review,which provides theoretical guidance for the research of the thesis.Based on the analysis of Shihezi's new media development status and the macro environment of Shihezi city development,this paper analyzes the brand building ability of Shihezi city in the new media era using SWOT theory frame.After that,the author positions the city brand of Shihezi in two aspects,the cultural brand positioning as “Famous Reclamation City” and the functional brand positioning as “Urumqi Deputy Center City”.On the basis of the city brand positioning,this paper discusses the relevant measures and suggestions for the brand construction of Shihezi city in the new media era from the following four aspects,i.e.,the purpose of urban brand building,organizational structure design,cultural brand construction and functional brand construction.Based on the analysis of target groups of urban brand marketing,this paper studies the strategies of Shihezi city brand marketing in the new media era.Actually,new media is a double-edged sword.During the process of using new media to promote urban brand marketing,we should take into account its potential negative effects,establish a crisis management philosophy and ensure information security.The paper takes Shihezi as an example to study the city brand building and marketing strategies under the new media era,hoping to provide Shihezi city with theoretical foundation to improve urban competitiveness,and provide references to build and market city brand for other military cities.