|Table of Contents|

Short Video Communication Strategy of City Image from the Perspective of Government Marketing(PDF)

《长安大学学报（社科版）》[ISSN:1671-6248/CN:61-1391/C]

Issue:
2019年03期
Page:
85-92
Research Field:
新闻传播
Publishing date:

Info

Title:
Short Video Communication Strategy of City Image from the Perspective of Government Marketing
Author(s):
 WU Xiaofei; CUI Dandan
 School of Literature，Art and Communication，Chang’an University
Keywords:
 ; government image;  Tik Tok (Douyin);  short video;  city image dissemination;  Xi’an;  big data
PACS:
G206.2
DOI:
-
Abstract:
 The emergence of short videos has provided a network platform for the publicity of the government’s image. Establishing the image of the city and conveying the government message through the network platform has become important tasks of the local government. By adopting the research methods of literature research, data combing and text analysis, this paper expounds on the influence of short videos on the city image and its relevant strategies based on the analysis of the difficulties, opportunities and challenges faced by the government in the dissemination of its own image after the rise of new media, as well as the content, operation strategies and dissemination effect of the short video official accounts of various government sectors in Xi’an and Chongqing. Research shows that due to the simple production of short videos, the big data in the backend can be relied onto accurately analyze the usage scenarios of short videos by users. Thus short videos play an important role in promoting the government and city image, becoming a great opportunity for city image dissemination in recent years. The study believes that by adopting short videos for the publicity of its own image, the local government can build a more vivid and rigorous image, reshape people’s perception of the city image through guidance at the policy level and mass dissemination at the operational level, modify their previous stereotyped impression of the city, cause the public to actively spread the good image of the city, ultimately improving the administration and image marketing abilities of the government.

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Last Update: 2019-08-23