依托微电影的泉州“东亚文化之都”品牌传播

Brand Communication of Quanzhou as a “Culture City of East Asia”Through Micro Film

依托微电影进行泉州"东亚文化之都"品牌传播,具有优势,具有显著效应。提出依托微电影的"东亚文化之都"品牌传播模式上3个重要要素:传播内容呈现(故事讲述),传播对象范围(全民参与),传播媒介手段(新媒体应用)。提出依托微电影推动"东亚文化之都"品牌传播的举措:以文化价值输出为导向,文化部门联合媒体机构拍摄城市文化微电影;以本土知名影视公司为龙头,带动行业群体性力量,拍摄项目式微电影;以本土知名企业为推手,助推"东亚文化之都"品牌的"国际传播";以大学生为生力军,鼓励他们积极参与城市文化微电影的创作与传播。

Brand communication of Quanzhou as a ＂Culture City of East Asia＂ through micro film enjoys certain advantages and significant effects. This paper proposed three important elements of brand communication model based on micro film of ＂Culture City of East Asia＂ ： presentation of communication （ story-telling）, range of communication target （ participation of all citizens）, means of communication （ new media applications）. This paper also proposed the corresponding communication initiatives to promote the ＂Culture City of East Asia＂ through micro film： the cultural administration departments combining with media organizations to shoot the city culture micro films by using the cultural value output as the guide; the local well-known film and television companies leading the industry groups to shoot the project-based micro films; the local well-known enterprises boosting the ＂international brand communication＂ of the ＂Culture City of East Asia＂ ;encouraging and promoting the college students, as fresh troops, to participate in the creation and communication of city culture micro films.