Research On Xuzhou City Image Communication Under The Background Of New Media Age

Communication media,as a key force to promote development and realize information transmission,has a great impact on the image of cities in China.In recent years,with the rapid development of the Internet and the continuous growth of mobile phone users,the development of new media in China is extremely strong.From the perspective of content form and mode of transmission,the new communication media which using mobile Internet technology is often different from traditional media.Based on the above background,the new era of integration of old and new media faces new requirements in shaping the image of the city and spreading it.At the same time,the above-mentioned new media also bring great challenges and opportunities for the dissemination of local city image.The city image reflects the comprehensive strength of the city and the feeling it gives to the outside world.The public often evaluates the city according to the characteristics of its current image.As an intangible resource,the city image also affects the development of the city.A good city image can help to develop tourism,attract investment,and introduce talents.On the contrary,it will hinder the development of a city.Therefore,based on the background of the new media era,it is of great significance to explore urban image communication.However,at present,cities in China generally lack the concept of city image dissemination,and the influence of new media such as Internet and mobile phones is insufficient.When dealing with the hot spots and focus issues of netizens,they are often a little stretched,unable to build a good city image through the application of new media.In this paper,literature research,system analysis and case study are used to carry out the research on Xuzhou city image communication.In the process of the research,the dissemination function theory,the integrated marketing theory,the new media function theory and the dissemination factor theory are used as guidance.Based on the analysis of Xuzhou's city image,this paper expounds the current situation of Xuzhou's city image communication in the new media era,and further analyses the existing problems and causes of Xuzhou's city image communication.At the same time,by studying of the image communication experience of Harbin,Chengdu and Nanjing,this paper gives the specific countermeasures of spreading the image of Xuzhou city under the background of the new media era;strengthening the positive output of urban culture and improving the diversified platform of new media;Forming the mechanism to deal with the crisis of city image under the background of new media era;and establish the integrated communication mode of urban image promoted by the government-led and popular promotion.