Research On Urban Image Communication In Sichuan Tourism City Government WeChat

WeChat public account is an important function of WeChat.Its interactivity,real-time and high viscosity have become one of the main platforms for local governments to promote local affairs and build a city image.On the one hand,the government WeChat serves the local citizens,public affairs,feedback,and on the other hand,through the information transmitted to the outside world to promote the city's characteristics.Its high quality content is good for building a city image,reflecting urban culture,improving city competitiveness and attracting more investment opportunities.This plays an important role in the development of the entire city.This paper synthesizes the characteristics of the government-level WeChat organization in Sichuan Province.Selecting the “Leshan Publishing” local government WeChat public number as a sample.Taking the CIS theory in the image of the city as the research support point.Using the content analysis method and case analysis method to study the government WeChat public number.Trying to establish an evaluation system of government WeChat communication effect based on CIS theory,summarizing its release characteristics and current status.The research is divided into five parts: The first part mainly includes the content of the introduction of the article: Explain the research background of this research,study its theoretical significance and practical significance,and sort out the domestic and foreign literatures related to this research.Secondly,it expounds the research related theories and lays a good theoretical foundation for the research,which illustrates the innovation and limitations of this research,and provides reference for the follow-up research.The second part is mainly to define important concepts such as government WeChat,city image and city image communication.The third part,based on the research object—during 2018.01.01-2018.12.31 government WeChat content of “Leshan Publishing” for research design.Propose the problems to be solved,make research hypotheses,define research objects,and choose the scope of research.Secondly,the processing of quantitative analysis is carried out,namely sample collection,category construction,coding table production and collation,sample entry,data statistics and analysis,and reliability test.Subsequently,analyze the basic characteristics of the “Leshan Publishing” government WeChat account.The fourth part,based on the data obtained from the research,demonstrates the research hypothesis based on the CIS theoretical framework of the city image.From four aspects,the basic information level of government WeChat,the city mind identity system,the city behavior identity system,and the city visual identity system,analyze the characteristics of city image communication in Sichuan tourism city government WeChatThe fifth part draws on the case of the city image communication of the research object,and proposes the communication strategy of the city government WeChat city image based on the research results.For example,on the level of government WeChat: improving government service,building a media platform;building media alliances to create a micro-propagation matrix;keeping a close eye on the frontiers of the times,depicting beautiful cities;training WeChat editors to enhance originality.From the aspect of city mind identity: Clarify the purpose of city image development;clarify the development orientation of city image.From the aspect of city behavior identity: publicize the intelligent government platform,create a smart government image;emphasize the integration of culture and travel,adhere to green development;tap the public to create a multi-dimensional image;emphasize urban activities and highlight local characteristics.From the aspect of city visual identity: publicize tourism public services,showcase the tourist city style;pay attention to tourism information dissemination planning,form a unique tourism brand;build a city image around the urban landscape.