The Marketing Strategy Behind Internet Celebrity Cities

The booming development of the Internet and social media has made marketing essential to urban management and image building. In recent years, with the constant innovation of technology, urban marketing has coruscated a new vitality and formed a new concept — Internet Celebrity city. These cities often stand out with their unique publicity, and combined with their long history, culture, and breathtaking natural scenery, they have become the focus of attention on Internet platforms. Behind the Internet celebrity city is the unique image the government and enterprises created through creativity, technology and characteristic culture. This research aims to understand the marketing strategies used by Chinese Internet celebrity cities and to study the future road and innovative development of Chinese urban construction. It analyzes Internet celebrity cities' policies and publicity programs through case studies. Chinese Internet celebrity cities have realized the establishment and publicity of the city image with brand positioning, consumption transformation and social media cooperation, helping the city to attract more passenger flow and investment. The results confirm that building an Internet celebrity city is an effective means of city marketing.