Research On Place Branding Communication In The Era Of Media Convergence

In recent years,with the continuous deepening of media integration,there has been a huge transformation in the media ecology,realizing the complementary advantages and resource integration of traditional media and new media.The development of Media Convergence has influenced all walks of life and changed the original development mode of Place Branding.Therefore,it is of practical significance to explore what opportunities and challenges the advent of the Media Convergence era brings to Place Branding,and how to seize the opportunities of the Media Convergence era to optimize Place Branding communication strategies for further research on Place Branding in the future.This paper selects the place branding "Pingyin Rose" as a case study,and uses the "5W" theory as a framework to explore how the place branding of Pingyin Rose can be effectively communicated in the multimedia era,using literature research,questionnaire surveys and in-depth interviews.This paper compares the concepts of place branding in the era of media convergence,secondly analyses the current situation of the communication of Pingyin rose from the levels of communication subject,content,channel,audience and effect,finds out the existing problems in the current situation of communication and fieldwork,and proposes communication strategies suitable for the development of the place branding.The study found that Pingyin rose is well known in the province,but less so outside the province.Pingyin Rose actively responds to the trend of media convergence development,pushing brand information to the target audience through multiple channels and ways,interacting and communicating with the audience appropriately,and building trust with them,thus creating a brand effect.However,Pingyin Rose also suffers from confusion in the management of multiple subjects,a lack of distinctive content,as well as a lack of accurate communication to the audience and inadequate use of new media channels.Therefore,Pingyin Rose should give full play to the role of the government and the market as the "twin engines" to promote the synergy of multiple subjects,make full use of the media convergence matrix to dig deeper into the brand culture and tell the brand story,and meet the diverse needs of different audiences to further enhance the communication effect of the place branding of Pingyin Rose.