新媒体环境下的城市品牌形象管理研究

Research on City Brand Image Management under New Media Environment

城市品牌形象对城市发展影响很大,因此需要采取科学的手段来管理城市品牌,以便发挥其在促进城市发展上的积极作用。本文主要围绕新媒体环境下城市品牌形象管理中存在的不足及城市品牌形象管理框架等方面展开讨论,并提出城市品牌形象管理建议:重视新媒体环境下城市品牌形象管理中差异化、精细化等特点,从个性定位、传播推广等角度出发构建城市品牌形象管理模式。

The establishment of urban brand image has a certain impact on urban development,so it is necessary to adopt scientific management methods to give play to the positive role of urban brand image in promoting urban development.This paper mainly discusses the shortcomings of urban brand image management under the new media environment,the suggestions of urban brand image management and the framework of urban brand image management.Considering the characteristics of the urban brand image management in the new media environment,such as differentiation and refinement,it is necessary to construct the urban brand image management model from the perspective of personality orientation,dissemination and promotion.