How do Guochao Cities Use Social Media to Build Urban Brand-Case Studies of Hangzhou and Luoyang

DOI

10.2991/assehr.k.220504.391How to use a DOI?

Keywords

Urban culture; Chinese fad; Social media; Guochao; City image

Abstract

In recent years, young Chinese consumers have a surge of interest in domestic brands and products that integrate Chinese traditional style and culture. On the surface, it is a consumption choice, but behind the consumption behavior is also a specific expression of cultural confidence. The spread of “Guochao” is the new era approach for the promotion of national culture. The so-called “Guochao” communication is a communication concept and communication path to realize personality demonstration and universal fashion symbol recognition based on Chinese local culture and led by Chinese local brands and products in the current communication context. Specifically characterized as “Guochao fashion”, “Guochao cultural creation”, “Guochao beauty makeup”, “Guochao entertainment”, “Guochao animation”, “Guochao online game”, “Guochao marketing” and “Guochao new retail” [1]. Cities are the gathering place of human civilization and memory. More and more cities also integrate Guochao elements into their own urban images. Among the numerous cities in China, Hangzhou and Luoyang have certain representativeness and research value. This paper selects these two cities as cases to explore the ways and paths of Guochao cities using social media to build urban brands. China’s cities have different histories. Cities with a long history and profound cultural heritage like Luoyang need to explore more ways to express traditional history and culture in modern ways in the process of building urban brands; Taking Hangzhou as an example, a more modern and commercial city is to make full use of industrial advantages and establish a city image.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yitian Wang
PY  - 2022
DA  - 2022/06/01
TI  - How do Guochao Cities Use Social Media to Build Urban Brand-Case Studies of Hangzhou and Luoyang
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 2159
EP  - 2164
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.391
DO  - 10.2991/assehr.k.220504.391
ID  - Wang2022
ER  -