Research on the Communication Channels and Strategies of Hangzhou City Brand from the Perspective of Internationalization

Pengfei YU, Yanghan YE, Yu ZHANG

Abstract


In this paper, the authors analyze the difficult situation of Hangzhou’s brand communication channels in the context of epidemic prevention and control from the perspective of internationalization, and propose a new strategy for Hangzhou’s brand communication under the Internet medium to accelerate Hangzhou’s internationalization and further enhance its international influence.


Keywords


Brand image; Culture transmission channel; Internationalization

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References


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DOI: http://dx.doi.org/10.3968/12866

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