Research On The Communication Of Astana City Image In China

With the development of globalization,the competition among cities in the world is becoming increasingly fierce.As an important soft power and competitive capital,city image has become a key resource for cities to participate in the world competition and seek sustainable development.As the capital of Kazakhstan,President Nazarbayev is committed to making Astana an international metropolis and an international financial center.However,for Astana,how to shape the image of the city and enhance its comprehensive competitiveness and global visibility is still an urgent problem to be solved.“The Belt and Road initiative” is a strategic plan proposed by the Chinese government to build the longest economic corridor in the world.It aims to bring into play the characteristics and advantages of cities in the region through interconnection and interconnection to achieve win-win cooperation and seek common development.The implementation of “The Belt and Road initiative” has provided a golden opportunity for Astana's economic construction,city image construction and communication.How to seize the opportunity to promote their own development has become an important choice of the Astana government.In order to know the current status of the dissemination of Astana 's urban image in China,and to explore ways to promote Astana 's image formation and effective communication,this study which designed and conducted questionnaire surveys and in-depth interviews uses the theoretical methods of media events and takes the communication activities of Astana World Expo as an empirical case,trying to conduct in-depth research and discussion.It was found that Astana which the respondents did not know much about makes little impression on them.Besides,they did not agree with the current situation of the dissemination of Astana 's urban image in China.Respondents generally believed that Astana's image dissemination in China has many problems,such as lack of channels of communication,little interaction with the audience,untimely feedback,lack of professionals,and inconsistent with the habits of Chinese audiences in terms of content and language.At the same time,it also found that what the respondents most interested in and have to be improved in publicity was Astana's human history,local food,tourism resources and the cultural and sports activities with regional characteristics.Based on the above research findings,this paper argues that in order to promote the effective dissemination of urban image in China,the Astana government should seize the opportunity of “The Belt and Road” construction,learn from the experience of Chinese cities,train compound communication talents,and promote the localization and precision dissemination of Astana's image in China.In terms of the communication subjects,diverse communication subjects need to be provide,in which the government is the leading factor.In terms of the audience,big data technology must to be used to subdivide the audience and implement differentiated communication for different audiences.In terms of the media,the utilization of traditional media and new media makes the three-dimensional communication of the city image and the full coverage of the audience possible.Through the above reforms and innovations,the dissemination of Astana 's urban image is certain to achieve satisfactory results.