Research On The New Media Operation Strategy Of Urban IP

With the rapid evolvement of internet technology,new media plays a progressively important role in the dissemination of city image by virtue of its unique advantages of time-space,interactivity and openness.The integration between the two is also increasingly close.Urban Intellectual Property(IP)is a new concept emerging in the city image communication in recent years,which is upgraded from the city brand.However,compared with city brands,urban IP has incomparable personalized characteristics,as well as stronger content attraction.Therefore,it has its own traffic and communication power,which can quickly and effectively enhance the city’s popularity and reputation,and is the trend and direction of the future development of city image communication.At present,there are only a few cities in China that have officially established urban IP.Guiyang,as one of them,has deepened and upgraded its ‘Shuang Shuang De Guiyang’ city brand to ‘Shuang Shuang Guiyang’ urban IP after 15 years of operation.After that,realizing the importance and necessity of new media for urban IP,Guiyang carried out a series of new media operations for ‘Shuang Shuang Guiyang’,but the actual effect was not sufficient.Presently,research on urban IP is mostly focused on areas such as city planning,city marketing,and image design.But there are few academic achievements focused on the field of new media operations.Regard to this,this paper selects Guiyang’s urban IP ‘Shuang Shuang Guiyang’research subject and mainly uses two research methods: case study method and comparative analytical method to study its new media operation,and selects two representative foreign urban IP ‘I amsterdam’ and ‘Kumamoto’ to learn from their experience in new media operation.The purpose is to find out the existing problems of new media operation in Guiyang’s urban IP,and propose a set of systematic,procedural and feasible optimization strategies.It also hopes to provide certain reference value for new media operation in other urban IP in China.The study found that the new media operation of Guiyang’s urban IP has indeed made some exploration,but on the whole,it is still in the initial stage,with certain shortcomings at the platform operation level,the content operation level,and the user operation level.For example,at the platform operation level,there are poor media utilization and weak linkage ability;Crisis awareness is weak and response ability is low.At the content operation level,the form of communication is limited and lacks innovative thinking;Content homogenization,ignoring individuality and characteristics;The information is superficial and one-sided,and the spiritual connotation is insufficient.At the user operation level,there is an official discourse standard with slightly heavy administrative traces;The audience participation is small,and the interaction effect is not obvious.In this regard,the article proposes that the new media operation of Guiyang’s urban IP should follow the principle of humanism,the principle of wholeness,and the principle of innovation,then make corresponding improvements to address the shortcomings at the platform operation level,the content operation level and the user operation level with the concept of ‘new media+’.At the platform operation level,the official account should be fully utilized to accurately locate and continuously output;Give full play to the comprehensive utility of the platform,expand the channels and strengthen the linkage;by using big data dynamic monitoring,obtain feedback and effect evaluation.At the content operation level,it is necessary to deeply explore the audience’s psychology and provide high-quality content with characteristics;Constantly enrich the forms of communication,and strengthen links to promote diffusion.At the user operation level,it is necessary to subdivide fans to build communities and strengthen interaction to attract participation;Use advanced scientific and technological means to immerse in experience and enhance resonance.In this way,Guiyang’s urban IP can effectively assist in the dissemination of the city image.