How Official Media Can Use Social Media for Urban Marketing

——Take the Shenzhen Health Care Commission as an Example

DOI

10.2991/978-94-6463-036-7_11How to use a DOI?

Keywords

urban marketing; official media; social media; government marketing; Shenzhen

Abstract

The economy’s entry into globalisation has radically nurtured global competition between cities being a factor for business success, which has made it necessary for corporates to draw up their own marketing strategies for long-term development through innovation and systematic planning. The same applies to city branding through urban marketing to gain more economic benefits and space for development. In urban marketing, the official media plays the most important role on behalf of the government. This paper analyses how official media carries out urban marketing through social media platform for brand image through case study of the Shenzhen Health Care Commission.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yiyang Qiu
PY  - 2022
DA  - 2022/12/31
TI  - How Official Media Can Use Social Media for Urban Marketing
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 63
EP  - 71
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_11
DO  - 10.2991/978-94-6463-036-7_11
ID  - Qiu2022
ER  -