南宁市“绿城”形象品牌传播的创新策略

Innovation Strategy of Brand Image Publicity of Nanning Green City

南宁市"绿城"城市品牌传播虽然已取得进步,但继续提升的空间很大。从传播学、营销学的学科视角出发,结合城市品牌传播及城市形象营销理论,南宁市"绿城"城市形象品牌传播创新策略应注意以下几点:一要打造独特的大型的"绿城"特色节日品牌;二要在传统媒体传播基础上,运用新媒体强力推广,建设好政府相关权威和特色网站;三要利用民族文化和区域国际文化包装和传播城市品牌;四要整合多种公关手段开展360度强势传播。

Nanning has made some progress in popularizing its brand of Green city, but there is still a big room for improvement. It should use the theories of Communication Studies, and Marketing to improve its popularization. The innovation of Nanning's brand communication should follow the rules of city brand communication theory and city image marketing theory. The Emphasis should be placed on creating the large unique festival brand with features of green city, promoting the brand on new media as well as the traditional media, making the government website more authoritative and attracting, packaging and popularizing Nanning with ethnic culture and Southeast Asia's culture, and carrying out the strength 360° public relation campaign by using a variety of public relation methods.