淄博烧烤视角:短视频助力城市品牌差异化营销探究  

Zibo Barbecue Perspective: Short Video Helping the City Brand Differentiated Marketing

作　　者：黄百俊 王石林生[1] 黄春桂 HUANG Baijun;WANG Shilinsheng;HUANG Chungui

机构地区：[1]韶关学院,广东韶关512000 [2]白俄罗斯国立大学,白俄罗斯明斯克220071

出　　处：《商业经济》2023年第12期72-75,83,共5页Business & Economy

基　　金：广东省哲学社会科学基金:小农户融入农业产业链进程中农民主体地位的重塑与维护:基于粤东西北地区的调研(GD20CYJ36)。

摘　　要：以淄博烧烤为例探讨短视频对城市品牌的影响。对城市品牌短视频营销学理进行分析,研究显示,淄博烧烤短视频营销带来了显著的营销效果、产业效益和社会效益,包括提升城市形象、推动文化传承和促进就业等方面的积极影响,还对短视频营销策略进行总结和建议,为其他城市品牌在短视频上实施差异化营销提供实践参考。The study takes Zibo Barbecue as an example to discuss the influence of short video on city brand.The theory of urban brand short video marketing is analyzed.The research shows that the short video marketing of Zibo Barbecue has brought significant marketing effects,industrial benefits and social benefits,including the positive impact of enhancing the city image,promoting cultural inheritance and promoting employment.The short video marketing strategy is also summarized and suggested.It provides practical reference for other city brands to implement differentiated marketing on short video.

关 键 词：短视频 城市品牌营销 差异化 影响 

分 类 号：F274[经济管理—企业管理]