The Communication Strategy Of Nanchang City Image In The New Media Environment

With the transformation of society and the acceleration of urbanization, the city has changed a lot under the wheel of time. But in the rapid development of urban construction,the potential of urban convergence, social conflicts and other issues highlighted a series of problems. In the era of rapid development of new media, although the head of the new hat,but has long been in a few years to become a mainstream media, with an overwhelming market share. Obviously, the traditional media can not meet people's demand for information, and as the same rapid development of the city, it is urgent to use the new media to achieve the effective spread of the city image.In the light of the research in this direction, this paper through the literature analysis method, content analysis method, in the second chapter confirm the criteria for the factors which impact the city matter image, spiritual civilization, political image of the three specific latitudes. The present situation and the trend of new media development, as well as the advantages and disadvantages of using new media to promote the city image in the new media background.in the process of the use of the new media, there is a lack of publicity,the new media is not enough, the new media resources development is not mature enough and the lack of good network image of the exposure. The fourth chapter, combined with the theory of communication and other cities' successful experience, summed up the new media communication strategy of Nanchang city image communication. First establish garden city, the hero of Nanchang city positioning. Secondly, to strengthen the public integrity and supervision of personal quality in public places, to encourage the promotion of the social atmosphere of honesty and integrity. Finally, adapt to the new media environment and reasonable use of new media, to achieve the effective spread of the image of Nanchang City, better promote the healthy development of the city. New media specific strategies: shooting close to life and cause people to resonate Promo image of the city,expand the scope of the promo spread; portal website construction and maintenance of good, speed up the updating of the interaction efficiency; use of agenda setting theory,increase new media for the city of a good city image exposure, development and perfect new media resources and personnel training of new media.In the strategic national call "rise of central China", as well as the "inland city node Belt and Road Initiative" as mentioned in the planning in Nanchang. National advocacy of the city and the surrounding cities of urban agglomeration construction, promote regionalinteraction and cooperation in the development of industrial clusters. Therefore, it is more needed to strengthen and highlight the construction of the soft power of Nanchang City,through the new media and the quality of Nanchang city image combination, promote regional cooperation and national strategic development.