西安城市形象的多维表达与立体传播策略

Multidimensional Expression and Three Dimensional Communication Strategy of Xi'an's Urban Image

随着"一带一路"倡议的全面实施,我国全方位对外开放不断深入。作为丝绸之路经济带新起点与重要节点城市的西安,必须站在全球化高度谋求城市形象定位与传播。"一带一路"视域下,西安"丝绸之路经济带国际大都会"的新形象定位具有丰富的内涵,需要在政治、经济、文化、科教、人居和空间六个维度形成表达体系;在对西安SWOT进行具体分析基础上,应从理念、组织、渠道、内容、控制五大层面对其实施立体化的形象传播策略。

With the full implementation of the important strategy of ＂one belt and one road＂, China＇s all-round opening to the outside world continues to deepen. As a new starting point and an important node city- of the Silk Road Economic Belt, Xi＇an must stand at the height of globalization to seek the city- image positioning and dissemination. From the perspective of ＂one belt and one road＂, the new image positioning of Xi＇an＇s ＂Silk Road Economic Belt international metropolis＂ has rich connotation. It needs to form an expres- sion system in six dimensions of politics, economy, culture, science and education, human settlement and space. On the basis of concrete analysis of Xi＇an SWOT, it should be based on ideas, organization, channels and contents. And control the five levels of image commu- nication strategy.