“互联网+”时代影视名城形象的传播策略

The Measures to Spread the Image of Movie and TV Cities in the Internet+ Era

影视名城形象的构建主要依托于城市的影视文化资源,对城市形象传播的主体及路径分析可以发现,"互联网+"时代影视生态变迁使得城市形象传播更趋网络化,传播渠道更加多元,影视城作为经济实体,尚未充分发挥文化软实力对城市发展的助推作用。影视名城具有商业及文化的双重属性,应主动应对新形势,依托新媒体手段进行裂变式传播、植入传播和跨界传播。

The spreading of the movie and TV cities＇ image is mainly based on their movie and TV culture resources.Through the analysis of the subject and the path of city image spreading,it can be found that in the Internet＋era,movie and TV has made the city image spreading more networked,more diversified.As the economic entity,the cultural soft power of the movie and TV cities has not yet been fully developed in boosting the city development.The movie and TV cities have the dual attributes of commerce and culture,and should deal with the new situation actively and make fission spread,implantation spread and cross boundary spread through new media means.