Research on the Identification of Hotspots in Wenzhou City Brand Construction and Its Communication Strategies

Yue Xie

doi:10.54097/xtrkx476

Authors

Yue Xie

DOI:

https://doi.org/10.54097/xtrkx476

Keywords:

City brand construction, Communication strategies, Multi-source data, Social media texts

Abstract

In the context of accelerated urbanization and intensified global urban competition, city branding has become a core strategy for enhancing urban competitiveness. As a region with advanced private economy and a renowned cultural city, Wenzhou faces both opportunities in industrial upgrading and cultural dissemination, as well as challenges such as homogenized competition and insufficient communication efficiency in its brand building. Based on city branding theories, this study utilizes multi-source data analysis methods, incorporating optimized communication strategies and practical cases, to provide theoretical references and practical insights for Wenzhou's city branding. This research integrates multi-source data from social media texts and news platform data, and employs natural language processing techniques for text analysis to identify public perception hotspots and propose targeted communication strategies.

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