Research on the "Implanted" Model of Tourism Advertising in City Brand Promotion under the Strategy of Guangdong-Hong Kong-Macao Greater Bay Area

DOI

10.2991/ssmi-18.2019.113How to use a DOI?

Keywords

the strategy of Guangdong-Hong Kong-Macao Greater Bay Area, city brand promotion, tourism advertising, "implanted" model.

Abstract

Based on the analysis of the development strategy of Guangdong-Hong Kong-Macao Greater Bay Area and the successful cases of brand promotion of city at home and abroad, this paper starts from the action mechanism of integrated marketing theory and product placement, this paper explores the city brand positioning and city characteristics of Guangdong-Hong Kong-Macao Greater Bay Area, study the “implanted” model of tourism advertising, and how to achieve the integration of the city's brand this special carrier and convey information, it will have important guiding significance for successfully promote city brand and boosting city economic development.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Chunyue Zhao
PY  - 2019/02
DA  - 2019/02
TI  - Research on the "Implanted" Model of Tourism Advertising in City Brand Promotion under the Strategy of Guangdong-Hong Kong-Macao Greater Bay Area
BT  - Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)
PB  - Atlantis Press
SP  - 682
EP  - 684
SN  - 2352-5428
UR  - https://doi.org/10.2991/ssmi-18.2019.113
DO  - 10.2991/ssmi-18.2019.113
ID  - Zhao2019/02
ER  -