Implications for urban marketing in China in the digital age

Cai Yiyi (2024) Implications for urban marketing in China in the digital age. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis investigates the transformative impact of digital technologies on urban marketing in China, focusing on the integration and efficacy of digital tools in enhancing city branding. Utilizing a mixed-methods approach, it combines quantitative surveys with qualitative case studies of key Chinese cities including Harbin, Fujian, Shanghai, Dalian, and Qingdao. The study examines how digital platforms, particularly social media, are employed to boost audience interaction and engagement, thereby advancing urban branding strategies.The findings indicate that cities utilizing comprehensive digital marketing strategies, notably those incorporating robust social media engagement and advanced analytics, display significant improvements in brand equity and global appeal. This underscores the critical role of dynamic digital engagement in increasing the competitiveness and visibility of city brands. Effective use of digital tools not only facilitates deeper connections with audiences but also enables cities to swiftly adapt to changing technological trends and evolving stakeholder expectations.Moreover, the research highlights the substantial impact of user-generated content on city branding in China. Cities that effectively harness their communities through digital platforms benefit from enhanced brand authenticity and consumer loyalty. User-generated content, showcasing real-life experiences and testimonials, resonates strongly with both local residents and international audiences, enhancing the relatability and attractiveness of the city brand.Additionally, the thesis explores the strategic use of digital media to communicate and amplify city brands effectively. This approach not only broadens audience reach but also fosters interactive relationships between cities and their stakeholders, improving overall branding efficacy. Through the strategic application of advanced analytics, city brand managers can tailor marketing strategies to specific demographics, enhancing the precision and effectiveness of their campaigns. This targeted approach ensures that marketing efforts are not only efficient but also cost-effective, maximizing the impact of branding initiatives.The integration of these digital strategies marks a paradigm shift in urban marketing. Traditional methods are being augmented or replaced by more agile, responsive, and engaging approaches. This transition is crucial for cities aiming to stand out in a competitive global market. The thesis provides a comprehensive framework for understanding and implementing effective digital marketing strategies in city branding. It offers actionable insights that can drive future innovations in urban marketing, making it a vital resource for both academic researchers and practitioners in the field.This contribution is especially relevant in the rapidly evolving digital landscape, where understanding and leveraging new technologies are key to maintaining relevance and enhancing competitive advantage. The insights provided in this thesis enrich the academic discourse on digital transformation in urban marketing and offer practical guidelines for city brand managers seeking to harness digital tools to improve their strategies. Furthermore, the thesis stresses the importance of continuous innovation and adaptability in digital strategies to respond to the fast-changing technological environment, ensuring cities can sustain their competitive advantage and continue to thrive in a globalized market. The study thus acts as a significant stepping stone for further research and development in the integration of digital marketing within urban environments.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	big data, management, marketing, strategy, technology
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Júl. 15. 10:03
Utolsó módosítás:	2024. Júl. 15. 10:03

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