新媒体环境下提升避暑山庄文化形象传播有效性的策略研究

Research on Strategies to Improve the Effectiveness of Cultural Image Communication of Summer Resort in the New Media Environment

避暑山庄作为中外驰名的旅游胜地,在其三百余年的发展历史中,形成了自己独具特色的文化形象,其对外形象传播应紧扣皇家文化的形象定位。在新媒体时代,避暑山庄皇家文化形象的内涵与外延亟需再探究、再挖掘,其对外形象传播的重心应放在:挖掘皇家文化内涵的“深度”、延伸皇家文化资源的“广度”、拓展皇家文化传播的“宽度”三个维度,从而提升其文化形象的传播力与影响力。

As a famous tourist resort both at home and abroad,Summer Resort has formed its own unique cultural image in its more than 300 years of development history.In the era of new media,the connotation and denotation of Summer Resort of the royal culture image needs to explore,and its external image transmission should focus on excavating the depth of royal culture connotation and to extend the breadth of royal culture resources,and to expand the width of royal culture dissemination,so as to promote the image of its cultural transmission power and influence.