全媒体时代青岛城市形象对外传播的策略

Analysis of International Communication of Qingdao City Imagein the Epoch of Omni-media

对外传播是塑造良好的城市国际形象、提升城市国际影响力的重要推手。尽管青岛在城市形象的对外传播方面做了大量工作,也取得了一些成绩,但其对外宣传的力度与同级城市、一些标杆城市相比仍有差距,从所处的新的历史发展阶段来看,全媒体时代青岛的城市形象对外传播还存在一些问题。要提高青岛城市形象的对外传播效果,需要找准路径架构的着力点:从主体向度来看,要树立可持续传播理念,发挥政府的主导和引导作用;从受众向度来看,要细分受众,针对不同地区不同的受众采取不同的策略,形成差异化和个性化传播;从媒介向度来看,要构建立体传播体系,提高对外传播效果;从环体向度来看,要建立高效的城市形象危机应对体系。

International communication is an important promoter of shaping the international image of the city and enhancing the international influence of the city. Although Qingdao has done a lot and made some achievements,there is a gap on the intensity of foreign propaganda comparing with similar cities and central cities. In order to improve international communication of Qingdao city image,we must identify the focus of the path structure： From the angle of subjectivity,we should establish the concept of sustainable communication and play the leading and guiding role of the government; From the point of view of the audience,we should adopt different strategies for different audiencesand form differentiated and personalized communication; From the perspective of media,we should build a three-dimensional communication system to improve the effect of international communication; From the aspect of the circle,we should establish an efficient crisis response system for urban image.