| Major urban activities can have a great impact on the brand image communication of a city.Just as the mention of beer festival reminds us of the coastal city of Qingdao,and the mention of kite festival reminds us of weifang,shandong province,high-profile activities can build a distinctive brand image of the city.On June 12,2010,the international forum on spatial development strategy of grand xi 'an master plan issued the research on spatial development strategy of grand xi 'an master plan,which established the basic idea of "world city and cultural capital" of xi 'an,put forward the core task of returning to the center of the world stage,and actively carried out the dissemination of the city's brand image.Looking back on the past three years from 2019,xi'an has started to improve the strategic layout of urban image communication,actively integrated contents and resources,and innovated communication methods,especially made certain achievements in deepening and enriching the brand image of xi'an through marketing communication.In order to promote the city's brand image,the xi'an municipal government has led a series of tourism festival activities with brand effect,among which the most representative is the traditional Chinese New Year activities with the theme of "xi'an yearˇthe most Chinese",and "light show" has become the most representative city nameplate.Lighting,as a "medium" in a broad sense,has become a new way of xi 'an city brand image dissemination at the right time.The brand image of xi'an based on "light media" has also undergone some important changes,including but not limited to the enrichment of the city's brand connotation and the expansion of its brand image.In short,as a kind of the concrete forms of media,"light media" through the form of the city lights show the brand image of the city has important role in"construction",the light show from every aspect,the dominant or recessive manner,promote the internationalization of the xi 'an city image,to create "world city","cultural capital","new heights area inland open all the way" and "quality of xi'an city new image.With the continuous improvement of the content and form of the light show,the light media,as an information medium,profoundly shaped the mass cultural environment and public space,exerting a subtle cultural influence and spiritual change on the urban life,the urban population and the city itself,which finally affected the change of the community on the brand image of the city.In the past three years,the city light show has promoted the internationalization of xi 'an city image and created the image of "world city".Through ancient and modern historical symbols,create the impression of "cultural capital";By virtue of One Belt And One Road node status,an environment of "innovation,entrepreneurship,open and sharing" has been created.It has improved the livability and governance,and created the identity of "quality xi'an".For light medium under the vision of xi 'an city brand new construction,from the transmission to the communication effect of each link and has many problems,such as optical media transmission of media self-limiting lead to inadequate resources mining,based on light dispersal of city brand image integration,weak external communication effect,brand image communication have deviation and so on.This paper attempts to solve these problems in theory,such as innovating communication means and learning to combine regional elements to "tell stories".Unified visual logo,control the whole process of urban brand image communication;Change the official thinking in the era of traditional media,take the initiative to voice on social media,use the Internet to actively interact,and introduce city marketing and communication to enhance the city's brand communication.Establish long-term guidance mechanism and early warning mechanism for brand image communication.This paper explores the new mode of brand image communication in xi 'an city from the perspective of light media,and provides valuable experience and reference for similar light shows and light environment design in other cities. |
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