基于新媒体的城市形象整合营销传播研究——以“2015杭州大使环球行”项目推广为例

Study on the City Image Integrated Marketing Communications Based on New Media:Case Study of the“Global Tour 2015”Project Promotion

新媒体广告方式的多样化,为营销者塑造城市品牌提供了更多创新的机会。不过,由于受众接触到的城市旅游相关信息来源广泛、内容杂多,容易导致他们对城市形象的偏差性或混淆性认知,不利于清晰地识别城市品牌定位。以整合营销传播的观念与方法进行城市营销,有助于以统一的形象、一致的声音传达准确的推广重点,方便在受众心中塑造独特的城市品牌形象,从而促成旅游意愿与行动的达成。

The diversification of new media advertising modes has created more opportunities for the marketers to shape the city brand.However,since the resources of city tour information the target audiences receive are wide and the contents are multifarious,these may easily result to their wrong or confused cognition of city image,which is not beneficial to clearly identifying city brand positioning.City marketing based on integrated marketing communication view and method contributes to conveying accurate promotion emphasis with uniform and consistent voice.This strategy is beneficial to setting up the unique city brand image and thus contributing to forming a tourism intention and action.