The Successful Marketing of Litang “Ding zhen" Symbol in the New Media Era Explores the Marketing Strategy of City Image

Abstract

In November 2020, Ding zhen, a Tibetan boy, inadvertently became popular on the Internet by relying on a short video platform, and his hometown, Litang, also entered the public eye. In just a few months, the construction of “Ding zhen" symbol and the creation of a mimetic environment of "Litang culture" have enabled this small city in western Sichuan to realize the rapid improvement of commercial value. This paper analyzes the shaping and marketing process of “Ding zhen" symbol in the new media environment, and discusses how to realize the positive communication of the city from the phenomenon level of Internet celebrity effect, and realize the urban marketing plan from point to surface.