An Investigation of Brand Communication in Small and Medium-sized Cities in China Based on Grounded Theory
- Authors
- Zhang, QunQing; 김설화
- Issue Date
- Mar-2024
- Publisher
- 한국인터넷방송통신학회
- Keywords
- Grounded Theory; Small and Medium-sized Cities in China; Urban Brand; Communication Strategy; City Competitiveness
- Citation
- The International Journal of Advanced Smart Convergence, v.13, no.1, pp 162 - 179
- Pages
- 18
- Journal Title
- The International Journal of Advanced Smart Convergence
- Volume
- 13
- Number
- 1
- Start Page
- 162
- End Page
- 179
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/91361
- DOI
- 10.7236/IJASC.2024.13.1.162
- ISSN
- 2288-2847
2288-2855
- Abstract
- With the acceleration of China’s urbanization process, the economic development and market potential of small and medium-sized cities have been constantly enhanced, with the urbanization competition having been caught in the vortex of homogenization. However, small and medium-sized cities are exposed to limited resources and funds, and therefore need to be more flexible and innovative in the strategy implementation, while urban brand communication is one of the key factors to promote the competitiveness of cities. Taking the small and medium-sized cities in China as the research objects, this study, based on the domestic and foreign theories about the brand communication of small and medium-sized cities, as well as other city-related theories, analyzes textual materials about the current situation and new changes in brand communication of small and medium-sized cities with grounded theory, reflecting on the problems in brand communication in China’s small and medium-sized cities. Combining the basic elements of urban brand communication, a model for constructing brand communication strategies for small and medium-sized cities is further proposed, so as to provide the differentiated and distinctive strategies for the construction and communication of urban brands in small and medium-sized cities in China, as well as provide a new perspective and strategy on how to enhance the competitiveness and contribute to the sustainable economic development of small and medium-sized.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - ETC > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/91361)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.