深圳城市品牌国际知名度的特征以及提升策略研究——基于传统媒体与社交媒体涉深报道的内容分析

Research on the Characteristics and Promotion Strategies of Shenzhen International Brand Awareness——Based on the Content Analysis of Reports Involving Shenzhen from Traditional Media and Social Media

城市国际知名度是国际化城市品牌竞争力的重要组成部分。本研究以城市形象与城市品牌理论为基础,对《纽约时报》等国际媒体(2015—2019年)的涉深报道以及推特平台上的涉深讨论文本(2019-02-19至2019-10-01)进行内容分析。基于传统媒体和社交媒体文本的比较,发现两种来源的讨论主题存在一定的差异性与相似性。本研究从知名度变化趋势、形象认知、形象正负面以及传播方式等角度总结了深圳城市品牌国际知名度特征,并为深圳提升城市品牌国际知名度提供了对策建议。

The international brand awareness of a city is an important part of the brand competitiveness of an international city. This research is based on the theory of city image and city branding. The content analysis is conducted by using the report on Shenzhen by the New York Times and other English media in the past five years(2015-2019) and the post text on Shenzhen on the Twitter(from 2019-02-19 to 2019-10-01). Based on the comparison of traditional media and social media texts, it is found that there are certain differences and similarities in the discussion topics of the two different sources. The study summarized the characteristics of Shenzhen city brand international awareness from the perspectives of development trends, image identification, positive and negative images, and communication strategies, and also provided countermeasures and suggestions for Shenzhen to enhance its international city brand awareness.