The New Exploration Of International Communication Of City:An Analysis Based On The Survey Of Chengdu-Lianhezaobao

Communication create value of a city’s culture, with the development of science and technology, the city culture dissemination is largely dependent on the mass media. With the development of globalization, worldwide inside, city’s competitive aggravate, China with its fast city urbanization gets a high-profile.,and the municipal departments and academic circles pay more and more attention to city’s cultural communication.With the intensification of domestic city competition, the western development strategy and the establishment of Chengdu Tianfu District, the development of Chengdu beyond the scope of a region or a country, begins to face the whole world.While the international communication of the City of Chengdu,as an important part of the "going out " foreign exchange,was given a more important significance. Singapore United Morning Post Chengdu channel as a media of network, a joint venture of new communication platform and its new face of getting rid of the official colors, provides reference mode for the city image dissemination. Although it is still in an exploratory process, can not determine its prospects, but at least, this new route of transmission in the direction should be the right choice:First of all, it was adapted to the increasingly strong trends in new media, with the cross-regional propagation characteristics of the new media, various difficulties began to emerge from the external communication difficult "going out". Secondly, take a joint venture business model, so that it has the capital into the sustainability of development, but also to spread the initiative to speak to a considerable extent; Again, in the form of communication to circumvent the official colors, make the impression of the official propaganda "weakening. This paper argues this new attempt of external communication is a phenomenon worthy of attention and in-depth inquiry.In this paper,the method is named " Ship for fishing ".It is derived from "Borrow a boat to go to sea "." Borrow a boat to go to sea " is created as a new way of publicity in the province of Fujian in the last century90’s. It is have the aid of overseas Chinese-language media support, using the report issued, deliver the foreign news section and the whole newspaper to overseas, so that the majority of overseas Chinese can more easily understand the city. Compared with the former, in the process of " hip for fishing ", the autonomy of the city play a much stronger, the information transmit more effectively. Compared to the former, in the process of exploration, the "new shipbuilding sea " can gradually get rid of the past completely passive state, speak more initiativly, the autonomy of the city external dissemination develop more stronger. This article analyse the establishment background, mode of operation, website content of Chengdu channel by methods of deep interview, data analysis and so on. In order to study on what the the positive significance is that the Chengdu channel for the city culture communication. Discovery Channel positioning is not clear, the audience is blurred, the spread is not enough and pass by the relationship between the services provided and the lack of interactive content embarrassing four major problems in the communication process. And the corresponding optimization strategies to provide a reference for external dissemination of the culture of the city from four aspects of the communication system, the communication process, communication content, propagation environment.