| A good city image is of vital importance to enhance the international image of the entire country.As a diversified,fast-developing city with rich cultural heritages,Chengdu has an indispensable reference value for the international image shaping of other cities in the respect of the external communication of its city image.Since foreign students in Chengdu are specific audiences for external communication,it is also an urgent need to further enhance the image of Chengdu by adopting a targeted communication strategy for them.From the perspective of foreign students in Chengdu,this research comprehensively employs relevant theories in the fields of communication,marketing and sociology,and mainly uses a combination of questionnaire surveys and in-depth interviews to explore and analyze the external communication of Chengdu’s city image.On the one hand,it compares the existing city image of Chengdu with the image of Chengdu in the eyes of the students studying in Chengdu,finds out the problems and reasons,and puts forward optimization suggestions for the external communication of Chengdu’s image.On the other hand,by investigating the media usage of international students in Chengdu,we find that media will be used to improve the effectiveness and pertinence of the external communication of Chengdu’s image,and expand external communication channels.There are 6 parts in this research.The first part is the basic introduction,including the research background and significance,research methods and research status,etc;the second chapter mainly focuses on the development of Chengdu city image and the current status of external communication.The third chapter is a specific survey of international students in Chengdu using a combination of questionnaire surveys and in-depth interviews,the data obtained is analyzed with Spss23.0,and preliminary results are obtained.The fourth chapter explores the problems and causes of Chengdu’s urban image communication from the perspective of overseas students from the perspective of empirical investigation and related research;Chapter five combines relevant theories and the survey results,analyzes the external communication of Chengdu’s city image from four levels and puts forward suggestions to explore feasible ways for the external communication of Chengdu’s city image;Chapter six is the conclusion part,including a brief summary of this research and a summary of the research deficiencies.This research has proposed the following four aspects optimization strategy to the Chengdu City image external dissemination.First,from the perspective of stakeholders to broaden the thinking of external communication: the government to strengthen the city’s material image building,attention to the role of secondary communication of foreign students,communication with all sectors of the people;Second,from the perspective of mass media to improve the external media: to strengthen the spread of social media and local English media,deepen cooperation with foreign social media and international mainstream media,vertical segmentation platform content;Third,enriching the cultural practice form from the cultural angle: increasing the multi-language service information,increasing the cultural exchange activities of foreign students,and expanding the dissemination of competition activities among foreign students;Fourth,from the perspective of urban marketing to improve the integrated marketing model:Integration of urban brand resources,attention to target market word-of-mouth communication,upgrading urban marketing and public relations activities. |
