The Construction And Practice Of Anshan City Brand Based On Short Animation Video

With the continuous progress of urbanization,the competition between cities is becoming more and more intense.Among them,the city brand as a prominent character between the city’s important symbol,has been the attention of local governments and attention.However,the road of urban brand construction is not smooth,many cities of the location of fuzzy,homogeneity of the phenomenon is serious,resulting in low recognition of urban brands.Today,the mobile short video industry is developing rapidly,with the rapid rise of short video apps represented by tiktok and Kuaishou,the short animation video under its platform has opened up a new idea of building the city brand with the advantages of fragmentation,interest,personalization and so on.As the third largest city in Liaoning province,Anshan’s healthy construction of urban brand is related to the development of Anshan and even the whole city of Liaoning province.Anshan’s urban branding process has slowed in recent years,making its cities less competitive.How to use the advantages of short video animation for benign urban brand building,this is an urgent need to solve the problem.The thesis mainly adopts the methods of literature study,Content Analysis,questionnaire survey,case analysis and so on.Based on the related concepts of short animation videos and City brand construction,this thesis takes the short animation videos about Anshan published by Douyin Platform as the research sample,and analyzes the related concepts of the short animation videos and City brand construction,through the Content analysis,case analysis in-depth study of the current status of Anshan City brand in the construction of short video animation,these include the distribution of the construction of the main body,the classification of short animation video themes,the tendency of short animation video and the presentation of short animation video forms.At the same time,the survey was conducted to understand the audience’s perception of Anshan’s urban brands,anshan’s use of animated short videos for urban brand building is characterized by vague city positioning,low innovation in animation content,low audience participation and a confused discourse system.On this basis,it puts forward the corresponding strategies for the construction of Anshan City brand,that is,to establish a differentiated urban brand positioning,to build a multi-dimensional short video content animation,to strengthen the government to participate in the guidance and inter-agent joint communication.At last,the thesis takes the design of Qianshan animation short video as an empirical study to test the previous research results,which provides a practical design strategy for Anshan to use animation short video to build City brand.The ideas and methods of this study can also provide reference for other cities to build brand,open up new ideas for urban brand building,improve urban competitiveness,for the all-round development of the city.