Xi 'an City Image

The advent of globalization and information era is coming. All of the cities was involved in the fierce competition, the resources, talents, capital of city breakthrough the old model. Therefore, taking the typical history and culture of the ancient capital of Xi’an as an example to study the communication strategies. This image of these cities will get great practical significance.This paper clarifies the concept and content of the city’s image and the communication of the city image. The media spread an important part of the city image from the view of communication. At the same time, this paper used the survey analysis, interviewing internal and external public in Xi’an questionnaire and individual interviews, discussing the current situation and problems of Xi’an city’s image transmission. The survey shows that Xi’an public includes internal and external public a high level of concern about the spread of the Xi’an city image. Meanwhile there are also some problems in the communication of the city image, including weak credibility of the local media, communication Xi’an city’s image used a single way, the communication of Xi’an city positioning is not enough clear and so on.The study suggested that the positioning of an international metropolis, the city of Xi’an image system should be reconstructed."International metropolis" image of the system including the image of the government, and economic image, social image, historical and cultural image of the geographical environment image, public image and other image. The study suggested Xi’an city image communication strategies are:(1) interpersonal communication strategies. Locked high-end namely, to the Shaanxi politicians, the elite group of opinion leaders, the expansion of Xi’an city image propagation surface; midrange "opinion leaders" that is,/foreign media reporters to Shaanxi, travel company employees, tour guides; Using civilians to "opinion leaders" play the word of mouth.(2) Strategies of implantation.(3) Strategies of Network communication.(4) Strategies of Public relations Making full use of public relations activities or events marketing, to raise the city’s exposure.The proposed international metropolis image of the city image communication process, the establishment of an effective dissemination of results evaluation system, to contribute to the spread of dynamic real-time grasp the image of the city, and city image transmission problems in a timely manner to be analyzed and disposed of to strengthen the dissemination of results. This article named Xi’an city image dissemination of information feedback mechanism should be established to improve the efficient dissemination of results and feedback system.