Analysis of city brand marketing based on short-video social media (Douyin): A case study of Jinan city

Abstract

The Internet has facilitated the diversification of media forms. With the advent of short video, anyone can participate in and disseminate city brand information, so using short video to show the charm of cities plays an important role in city brand marketing. Using Douyin and Jinan city as examples, this paper analyzes the importance of short videos in spreading Jinan tourism culture and suggests some factors to consider when developing a marketing strategy for a city brand.