Research On China's County-level City Image Communication In The Era Of Omnimedia

Under the background of economic globalization,the resource flow in high-speed between the city,the competition between cities is also increasingly fierce.As an important part of urban's core competitiveness,the city's image is an important part of the competition between cities,shaping and spreading good city image is an important way to enhance the competitiveness of city.Although most city managers in China are strengthening their awareness of city image communication,however,the image communication of county-level cities in China has not yet formed a system.On November 14,2017,ZhengDing county,HeBei province listed in the fifth national civilized city,therefore,this paper chooses ZhengDing county as an example to carry on the research of China's county-level city image communication in the era of omnimedia.This paper mainly uses the theory of "5W" communication mode,agenda setting and gatekeeper theory to make an in-depth investigation of the current situation of the image communication in ZhengDing,including the subject,content,media,audience,effect of the city image communication of ZhengDing,and finding out the six problems existing in the city image communication in ZhengDing county.That is,lacking of clear urban positioning and communication strategic planning;lacking of communication coherence and consistency;the communication management mechanism is not perfect and the management intensity is not enough,etc.Accordingly,six constructive strategies are put forward for the city image communication of ZhengDing county even other county-level cities in China.Locate city image accurately,promote the brand awareness of image communication of county-level cities in China;to establish a long-term mechanism for the image communication of county-level cities in China and ensure communication coherence;strengthen the planning ability and management strength of the image communication of county-level cities in China;update communication content dynamically,innovate communication forms,and forge the spotlight of communication;make cross-media integration to maximize communication effectiveness;pay attention to the investigation and subdivide the audience to improve the pertinence of the image communication of county-level cities in China.This paper analyzes the image communication of ZhengDing from the omnimedia perspective,which is of profound significance to improve the communication effect of ZhengDing city image,and then to enhance its popularity and reputation.At the same time,it also provides reference for other county-level cities in China.