Research On Media Image And Communication Strategy Of Third-tier Cities

With the acceleration of economic globalization and regional integration,the urban media image has become one of the key factors for enhancing the competitiveness of cities.In recent years,my country's first-and second-tier cities have paid more attention to urban image building and communication,and a number of successful urban image building and brand building cases have emerged.On the other hand,there are few successful cases of the third,tier city's image creation,and related research is also lacking and lagging.Based on this practical problem,this paper takes Fuyang City,Anhui Province as the research object,and combs its experience and lessons of urban media image communication,aiming to provide a reference way for the media image communication in my country's third-tier cities.The first part is the introduction.In this chapter,the research background,significance,research status and research methods at home and abroad are expounded.The second part is to sort out the relevant theories of urban media images and provide a solid theoretical basis for subsequent research.The third part analyzes and analyzes the data on the news reports of Fuyang in the People's Daily,China Youth Daily,Beijing News and Fuyang Daily for 20 years,and sorts out the "urban media image" of Fuyang City.The changes are as follows:2000-2007:the "disaster of the top" of the media image;2008-2011:scattered negative reports to strengthen the negative media image;2012-2019:the strategic "aphasia" of media image reconstruction.At the same time,the questionnaire survey sorted out the"word-of-mouth impression" of Fuyang residents and some immigrants,and found that there was a "dissonance" between the media image and the residents' cognition.Finally,the above analysis explores the causes and problems of Fuyang's media image,and draws an analysis of Fuyang's urban media image communication strategy.It mainly includes government guidance strategy and media communication strategy.Based on the experience and lessons of Fuyang' s urban media image creation,in order to promote the creation of a more three-dimensional,diverse and rich media image in other third-tier cities,it is proposed that the government and the media should build a friendly interactive model on this basis to increase the people living in the city Mass well-being.This article collects,summarizes,and analyzes the changes in urban media image of Fuyang City in this stage based on the current domestic mainstream media from 2000 to 2019,and analyzes the existing problems and causes by studying the changes of urban media image in Fuyang City To explore possible ways for Fuyang to rebuild the media image in the future urban development.In addition,based on the discussion of the urban media image of Fuyang,we look for common problems in the construction of urban phenomena in the same type of urban development in China,and put forward suggestions on the construction and dissemination of domestic third-tier cities.This has certain reference significance for the image construction of third-tier cities and small and medium-sized cities in China.