高铁媒体与旅游城市品牌传播——以京沪高铁为例

The High-speed Railway Media and the Brand Spread of Tourism City

高速铁路的正式开通运行,为旅游城市品牌的传播开启了一个新的时代。本文以京沪高铁为例,阐述了我国城市品牌内涵及现状,通过高铁媒体传播途径优势的分析及旅游城市广告投放研究,论证了高铁媒体对旅游城市形象的提升及品牌的有效传播起着不可或缺的作用,并据此论证了高铁媒体对比其他大众媒体在旅游城市品牌传播过程中的显著优势。

The official opening operation of high-speed railways has opened a new era for the spread of tourism city brands. Taking the Beijing and Shanghai high-speed railway as example, the paper elaborates the city brand connotation and its current situation in China. Through the research of the transmission of advertisement of tourism city and the analysis of the advantages of the access to high-speed railway media, it demonstrates that the high-speed railway media plays an indispensable role in promoting the image of tourism cities. Compared with other mass media, the high-speed railway media has a significant advantage in the brand communication of the process of tourism cities.