City Image Communication Strategy Based On Mobile Short Video

In the environment of Mobile Internet,mobility and fragmentation have become a new trend of communication.Mobile short video enables scene switching and fragmented viewing time communication ecology,which has become an indispensable part of people's life.In the era of globalization and information-based high-speed competition,cities are involved in a highly competitive and personalized pattern.The city's material resources,talents and capital unprecedentedly break through the previous regulations and flow.At the same time,city image has become an important part of city's comprehensive competitiveness.For city image communication,the fragmentation of mobile short video caters to the transformation of communication mode under the background of diversified era.Compared to city image communication spread by traditional media,short videos like Douyin and Kuaishou,from the public aesthetic perspective,with diversified and personalized content,make the city image more vivid and more approachable.At the same time,it also creates a whole new image of the city.Therefore,the study of mobile short video city image presentation and communication strategies is of strong theoretical and practical significance.This paper clarifies the relationship between mobile short video and city image,and the characteristics and ways of communication.From the perspective of communication,this paper analyzes the important link of mobile short video in city image communication and the role of mobile short video.At the same time,the author uses the questionnaire survey method to investigate the subject,content,object and effect of mobile short video city image communication.The mobile short video platform brings a new direction to the construction of city image.Therefore,from the perspective of communication,this paper studies the process and influence of the mobile short video platform to city image communication and construction,which will facilitate a better and faster city image communication and building.The introduction part of the paper briefly introduces the background and reasons of mobile short video for city image communication,the related literature review,research methods and research significance and value.On the basis of discussing the characteristics of mobile short video platform for city image communication,combining with some successful cases,this paper puts forward the necessity of city image construction and communication on mobile short video platform.The first chapter explains the development and components of mobile short video and city image,and its individualized,interesting and fragmented characteristics in the process of communication.In the age of social media,the mode of city image communication has changed from one-way communication to interactive communication,from mass communication to focus communication.In the second chapter,the author analyzes the change of the city image in the communication platform and the shift-down of communication main body.As regard to communication channel,it has changed from a single point to all-dimensions communication.For communication objects,they obtain a sense of personal identity.And mobile short video has achieved its communication effect.The third chapter is about motivation analysis.Because of the change of media environment,the rise of Participatory Culture and the change of urban connotation and extension in social media era and so on,mobile short video becomes a new way of city image communication.The fourth chapter analyzes the problems of city image in the process of mobile short video communication.At the level of communication,channels and means are single;On the content level,excessive entertainment can easily dissolve the historical background of the city.At the operational level,users' loyalty to urban brands is not high.The fourth chapter is about the analysis of the communication strategy,from excavating the elements that can be used to spread the city image to the integrated marketing communication of the city image under the short video ecology.This paper firmly grasps the unique communication mode of the mobile short video,seizes its communication regulation and characteristics,makes strategy analysis of building cityimage and city brand through mobile short video platform.