From Popularity to Retention: Marketing Communication Strategies of Internet-Famous Cities-A Case Study of Zibo, Harbin, and Chongqing

DOI: https://doi.org/10.62517/jnme.202510404

Author(s)

Tianhao Lu

Affiliation(s)

Lijiang Culture and Tourism College, Lijiang, Yunnan, China

Abstract

This paper takes Zibo, Harbin, and Chongqing as typical research objects of internet-famous cities, exploring the successful experience of their marketing communication strategies and their impact on the construction of urban brands. By combining empirical research with theoretical analysis, it reveals the unique paths and effects of these cities in network communication. The introduction clearly defines the research objective, which is to analyze the effectiveness of the internet-famous city communication strategy; the concept overview focuses on the characteristics of internet-famous cities and the uniqueness of their communication paths. Theoretical analysis dissects the advantages and disadvantages of the marketing communication strategies of internet-famous cities from the perspectives of communication studies and sociology and proposes improvement suggestions. The empirical research design details the specific methods of questionnaire surveys, in-depth interviews, and network data analysis to evaluate the actual effectiveness of communication strategies. The experimental results and analysis demonstrate the successful cases and existing problems of the three cities in communication and verify the relevant theoretical hypotheses. The conclusion and discussion summarize the research findings, summarize the key success factors, and propose optimization measures and policy recommendations for urban brand building. This study helps understand the internal logic of the communication model of internet-famous cities and provides references for the brand promotion of other cities.

Keywords

Internet-Famous City; Marketing Communication; Urban Brand; Communication Strategy; Socio-Economic Effect

References

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