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全球信息化的当下,城市品牌形象成为城市与城市之间争取优势资源的最重要的部分,在当今的经济新常态下发挥重要作用。城市品牌形象的塑造和传播更是城市在争取优势社会资源、吸引高端技术人才的最有力的武器。大众媒介作为信息传播的载体,在城市品牌形象推广中一直发挥着最重要的角色。当前,随着网络媒介的强势崛起,传播效果和推广能力不断提高,网络媒体成为城市品牌传播的崭新平台,逐渐成为大众了解城市、理解城市、热爱城市的最佳渠道。利用网络媒体塑造和传播城市形象,提高城市知名度、美誉度和影响力,成为国内外城市的共同关注的焦点。
At the moment of global informationization, the city brand image has become the most important part for the superior resources between cities and cities to play an important role in today’s new economic normal. The shaping and dissemination of city brand image is also the most powerful weapon for cities to win superior social resources and attract high-end technical personnel. As a carrier of information dissemination, the mass media has always played the most important role in promoting the city brand image. At present, with the strong rise of online media and the continuous improvement of its dissemination and promotion capabilities, online media has become a brand new platform for city brand communication and has gradually become the best channel for the public to understand the city, understand the city and love the city. The use of online media to shape and spread the image of the city and enhance the city’s popularity, reputation and influence have become the focus of common concern both at home and abroad.