Research on International Communication Strategies of Quanzhou City Brand Image from the Perspective of the Haisi Culture

EasyChair Preprint 14885

Abstract

The communication of city brand image plays a significant role in enhancing the charm and competitiveness of cities. Quanzhou's city brand image is based on its profound historical and cultural heritage, unique maritime trade exchanges and diversified social structure. However, the international recognition of Quanzhou's city brand image remains unilateral and ambiguous. It has problems such as the lack of innovation in promotion and publicity methods and the fact that Quanzhou city brand positioning is not unique enough.As a crucial component of Intercultural Communication, the Haisi culture serves as a vital “window” for the world to comprehend the essence of Quanzhou and holds significant practical implications and historical significance in fostering exchanges and mutual learning among civilizations, as well as in building a community with a shared future for mankind. This paper conducts empirical analysis and research exploration on the communication feedback of eight representative Quanzhou themed videos on the YouTube platform.Research has found that overseas audiences have a good tendency to focus on and evaluate the historical and cultural of Quanzhou city, but there is less discussion about the brand image of “Quanzhou China”city, and the brand image of “Quanzhou China” has a lower awareness overseas.The paper proposes that we should use the concept of Local Globalization and Empathetic Communication to build "Intercultural Identity", form an "Interculturality" public sphere, and eliminate "Cultural Discounts"，while making use of overseas streaming media platforms and digital Internet platform channels and technologies to spread widely, and from the perspective of the Haisi culture. It is beneficial to improve the International Communication efficiency of Quanzhou's city image, and enhance the international status .

Keyphrases: International Communication；, Quanzhou City Brand Image；, The Haisi Culture；

@booklet{EasyChair:14885,
  author    = {Lan Li and Xingyao Li and Zilan Jing},
  title     = {Research on International Communication Strategies of Quanzhou City Brand Image from the Perspective of the Haisi Culture},
  howpublished = {EasyChair Preprint 14885},
  year      = {EasyChair, 2024}}