Communication Strategy Of Small And Medium-sized Cities Under The New Media Environment

As an important component of urban soft power,the city image is related to the status and influence of the city,and is the main influencing factor of its participation in urban competition.With the rapid development of communication technology,media history has entered the era of “new media” and ushered in the “century of symbols”.The city image has two distinct types of communication channels: “physical cities” that resort to architectural and visual space entities.Image and "Virtual City Image" Constructed by Media.Mediated cities have the same or even more important status as physical cities.The process of urbanization in our country is accelerating,and China has entered an era of new urbanization.The balanced development of urbanization is a key breakthrough in urbanization,with special emphasis on accelerating the development of small and medium-sized cities and characteristic small towns.However,the urbanization of our country has been Focusing on the development of megacities and big cities,small and medium-sized cities have always been in a weak position between urban competitions,leading to huge gaps between them,whether they are economic strength or media discourse rights.Under the new international and domestic competition pattern,various small and medium-sized cities' governments have increasingly realized the importance of the dissemination of the city's image,actively communicated and constructed the image of the city,and the practice of image transmission in small and medium-sized cities has become more and more abundant.There is still much room for improvement in the concept and practice of image transmission in small and medium-sized cities.Especially in the era of new media,the development of digital technology and network technology has caused great changes in the communication environment.The new media transmission characteristics such as diversification of communication subjects and diversification of transmission channels have brought great opportunities for image transmission in small and medium-sized cities.Therefore,small and medium-sized cities There is a lot of room for improvement in both the concept and the dissemination of the image.Through the reading and combing of literature,it has been found that research on urban image at home and abroad has accumulated rich and valuable research results,but there are still very few literatures on the medium of small and medium-sized cities as a research object.In view of the above understanding,the article focuses on the era background of the whole media,and studies the medium and small cities' image media integrated marketing communication.It tries to use the relevant theoretical resources and research methods of communication to analyze and solve some important issues in the current image transmission of small and medium-sized cities and proposes new ones.The Media Age featured the media communication theoretical framework of image transmission in small and medium-sized cities,and combined with a large number of cases to introduce the core strategies for carrying out the image dissemination of medium and small cities.The content of the article can be divided into four parts:First of all,from the perspective of new media and urban image,explore new media opportunities for the dissemination of urban images.Then introduced the integrated marketing communication theory to seek the methodological guidance of the urban image transmission under the new era background.Secondly,selected excellent cases of urban image transmission at home and abroad,analyzed the commonalities and individualities of each case in the city's image media integration dissemination practice,learned from its experience,and explored strategies for the media integration dissemination of medium and small cities in the era of new media.Then,the theory and practice are combined to refer to the foregoing theoretical analysis and empirical analysis results.Based on the research conclusions,Liling City,Hunan Province is selected as an example of media integration dissemination of small and medium-sized cities to explore the media integration and dissemination of featured city images in the Internet era.Strategy,and provide reference and suggestions for media integration of other medium and small cities in the era of new media.This paper takes the typical characteristics of small and medium-sized cities in Fuling as the research object,adopts literature research,case studies,and comparative research methods to explore the medium and small cities' image communication strategies.The innovations of the research are mainly reflected in the following aspects:First,the research on the dissemination of urban image of the target audience in characteristic small and medium-sized cities.The research on the dissemination of urban images in China pays more attention to the study of the image of cities in megacities and big cities.There is still little research on the transmission of urban images from the perspective of medium and small cities.This article starts from small and medium-sized cities,and conducts empirical research on the image transmission mechanism of medium and small cities around the city's image media.It expands the perspective of urban image transmission.At the same time,the empirical research conclusions and integrated marketing communication theories provide the medium and small-sized cities with the image media communication practice.Certain theoretical basis.Second,explore the media transmission mechanism of the characteristics of small and medium-sized cities in the new media era.With the advent of the new media era,new media transmission methods have revolutionized the dissemination of urban images.This article is based on the new Internet media ecology and explores how small and medium-sized cities can rationally use new forms of media transmission to spread the image of the city.Valuable exploration also provides guidance for certain theories and practices.Third,exploring the mediation mechanism of the new case city image.Liling is rich in ceramics and has a ceramic production history of nearly two thousand years.It is the origin of the world's glazed colorful porcelain.China's “Guoguo” and “Hongguan Kiln” are located.The original underglaze colored porcelain was the same as “national wine Maotai”.Won the first class gold medal of Panama World Expo.In 2013,on the list of China's five-star geographical indications,the well-known advantages of the ceramic industry provided an important basic condition for the dissemination of its urban image.Taking Fuling as a case to study the image transmission of small cities and its representativeness,it has certain enlightenment significance for the dissemination of urban images of the same types of small and medium-sized cities.