新媒体环境下中小城市形象传播的困境与体系重塑

On the Predicament and System Remodeling of the Image Communication in the Smalland Medium-Sized Cities under the New Media Era

中小城市形象传播是一个系统化的工作,在过去的一段时间里存在着众多的问题,诸如主导不明、路径传统、运营薄弱等,但是,新媒体环境的变化带来了新的转机,中小城市既要改善形象传播的意识环境和信息传播环境,又要抓住传播体系的机制再造、信源聚合、路径重塑三个要点,更要从持续发展的角度构建传播体系自我更新的循环机制。

Image communicating in the small and medium-sized cities is a systematic work. But there existed many problemssuch as indefinite leading, confined path and poor operation in the past. The change of new media environment has brought new opportunities, which require the small and medium-sized cities to promote their image communication in awareness and information environment and seize the key communication system based on mechanism reconstruction, information fusion and path remodeling, even tobuild a self-renewing cycle system from the perspective of sustainable development.