RESEARCH ON SHIJIAZHUANG CITY BRAND ATTRACTIVENESS UNDER THE BACKGROUND OF CULTURAL MARKETING

Abstract

Shijiazhuang, the capital of Hebei Province, has made progress in cultural marketing through large-scale events, integration of red culture, development of antique towns, digital promotions, and the creation of a "Rock Home Town" youth image. These efforts have increased visibility and short-term tourism. However, challenges remain: the city lacks clear cultural positioning and a core brand, suffers from homogenized and overly commercialized projects, lacks sustained IP operations, and has weak cultural industrialization. Despite being a non-first-tier city, Shijiazhuang can leverage its rich heritage, strategic location, and cost-effective marketing to create a differentiated brand and attract targeted audiences through asymmetric competition. Shijiazhuang can highlight differentiation in brand building, attract target audiences, and enhance the city's attractiveness. Shijiazhuang's cultural marketing strategy should be slightly adjusted to focus on tapping into local cultural resources, avoid direct competition with big cities in terms of modern and international image, and create a unique city brand image through cultural differentiation.  The result of successful city marketing should be that city citizens and businesses are satisfied with the social and natural environment of the city in which they live, and that the expectations of foreign tourists and investors for the city can be achieved (Kotler, 2005)

The scope of this study on Shijiazhuang cultural marketing involves several key steps, including: Analysis and Modeling, Data Collection and Findings, Strategic Recommendations, Mechanism Construction. The study area is Shijiazhuang city and surrounding counties and cities. Research Objectives (1) Establish a city brand attractiveness evaluation model from the perspective of cultural marketing. (2)  To refine the theoretical framework of differentiated paths for cultural marketing in regional cities (especially second-tier cities), and propose a three-in-one strategic plan for Shijiazhuang’s cultural marketing: “core symbols – communication channels – experience scenarios”. (3) Design tiered marketing strategies targeting different audiences (youth groups, business people, local residents). (4) Establish a cultural marketing coordination mechanism that is government-led, market-driven, and involves public participation. Use related theories related to city brand attractiveness, Perceived Value, Cultural Marketing. The research is mainly conducted through questionnaire surveys and large-scale interviews. Due to the mobility of Shijiazhuang's population and changes in government policies, some challenges will be posed to the timeliness of research issues.

The results of this research synthesizes these strategies into a "Core Symbols – Communication Channels – Experience Scenes" trinity framework. This model is applied to four key areas (historical, arts, sports, and commercial culture) with tailored content, promotion, and experience-based initiatives. The study also outlines targeted marketing strategies for specific audiences, including young people and local residents, aiming to enhance brand appeal, promote economic growth, and foster a stronger sense of community.