Research On City Image Communication Force Of CHINA

Nowadays, as the trend of world economic integration and the liquidity of production factors have been developing increasingly,"city" is not only a social public space but also a gathering place of talent, capital, technology, information resources and the most important carrier of the economic and social activities. As the background of globalization, the competition between urban areas is become more and more fierce.City image is not only the reflection of people's cognitions and feelings of the city, but also the emotional and attitudinal reflection of urban comprehensive factors. City image is a kind of intangible assets and a important part of city soft power. At present, the process of information and urbanization have led to increasingly fierce competition between the cities. To promote the communication power of city image and urban competitiveness have become the inevitable choice of cities for its good survival and development.At present, China has entered the fast lane of urbanization. Fierce regional competition has prompted government regulators'increasing consciousness of the importance and urgency in cities sustainable development and competition.As the main disseminator of society information and the integral part of city image's booster, mass media has been the communicator and feedback connection between the audiences and city images. The spread characteristic of the social media make city image dissemination an era characteristic."Symbolic Reality"-the image of the city shaped and spread by mass media as well as become a part of the urban culture at the same time. As the main tool of a city image dissemination, media's communication means and content and other serial factors will affect the eventually spreading effect of city image. As a result, the study of urban image's medium propagation has important theoretical and practical significance.Nowadays, traditional media information dissemination environment in which traditional media have the priority has been profoundly changed by digital new media. The popularity of digital new media and social media applications led the relations between information dissemination and communication model changed constantly. Under the background of medium fusion and creative communication, city image construction and research are not only the need of city image spreading influence but also the urgent demand of city comprehensive competitiveness and cultural soft power improvement. Problems such as how to carry out and improve the effective spreading of city image will catch more attention of academic researchers in this field.This paper used many research methods such as the reasoning theory and case empirical combination. It interpreted the city image dissemination and relevant factors and then analyzed comparatively some questions such as practice operation mechanism and mode of city image dissemination. After that, the author analyzed the evolution paths of media integration under the background of a new mode of transmission in the guide of the SWOT method, USP, CIS theory and the strategy of "diamond model" theory. Finally, author formed the summary and theoretical research of Chinese city image's dissemination force, effectiveness, promotion mechanism and strategy pattern.This study is divided into four parts.The first part is an overview of the introduction and related issues. From the context of globalization and urbanization and China's entry into the urbanization fast lane, the author illustrated the research background significance, methods and path of this selected research topic and then the basic hypothesis of this study were put forward.Literature review included the origin and historical evolution of domestic and foreign city image. Interpretation of related concepts such as city image dissemination force focused on the interactive relationship between city image dissemination force and urban competitiveness, creative cities and city image communication force.The description and interpretation model was proposed in second part. By using "5w" mode of communication, the author took the current situation, problems and reasons of city image communication practice into consideration and analysed city communication practice activities statically and dynamicly. The author also analyzed the problems and the cause of city image dissemination from the perspectives of city's image positioning, image products, media organizations and audience. Then the author chose two cities(Seoul and Hangzhou on behalf of the Chinese and foreign city) to make an empirical comparative study of city image dissemination practice in order to get enlightenment from Commonalities and differences.The third part addressd the model of problem solution.The author aimed at exploring and constructing the solutions'strategy pattern. The author also discussed the possibility of the practice thinking path and operation mechanism of Chinese city image dissemination from the strategic and tactical perspective respectively. The author focused on the city image dissemination's promotion strategy and construction of operation mode under the background of media convergence and creative communication. The media strategy with the right time, right place and right audience is the key to city image communication effect. The research started from the media strategy, content strategy, communication mode strategy and then into the PR activity strategy, IMC strategy, interactive creative communication strategy, provided significant research resources for city image dissemination practice and operational countermeasures.