Research On Strategies Optimization Of Brand Communication Of ZQ Tourist City

ZQ city has rich tourism resources,but as a tourist city,it is weakly branded.Its brand image is not prominent,and its popularity in China is low.There is no systematic brand communication management in this city's brand promotion,that makes ZQ city lag behind making good use of tourism resources,and lag behind the other tourist cities.Comparing with Macao,which is a tourist city has a high popularity in the world than ZQ city.Macao's regional space is narrow and it's lack of tourism resources.Because the government's paying attention to the brand construction of tourist city,Macao becomes the favorite tourist city of domestic and foreign tourists.Thus,through tourist city branding and brand communication can well promote the development of tourist cities.ZQ tourist city is one of the main cities in Guangdong-Hong kong-Macao Greater Bay Area.It has good policy prospects and opportunities.If it can seize them,devote to brand construction and brand communication,it will enhance ZQ's development as a tourist city.Under this background,this article analyzes the current status of tourist city brand communication in ZQ city,conducts targeted research on brand communication strategies optimization,in an attempt to propose new development ideas of brand communication in ZQ city.This article is divided into four parts.Firstly,study on the brand communication environment of ZQ city,analyze the transformation of domestic brand communication environment and the new direction of tourist city brand communication.Secondly,study the current status of tourist city brand image communication in ZQ city,and describe the development of ZQ city in tourism branding,along with the status of brand image and brand communication.Meanwhile,questionnaires have been issued and collected,and the results of the survey have also been analyzed,in order to summarize the problems of brand communication of ZQ city.Thirdly,put forward optimization strategies of ZQ's tourist city brand communication.At the end of this article,some measures are proposed to ensure ZQ city's tourist city brand image communication and development.