城市文化品牌国外传播的政府行为研究--以南京为例

The Government Behavior in the Overseas Communication of a City Cultural Brand--Taking Nanjing for Example

城市文化品牌国外传播是一座城市塑造国际形象,提升国际影响力的重要手段。政府作为城市的经营者,理应充分发挥主导作用。在推进南京文化品牌国外传播中,政府存在缺乏系统性战略规划、文化内容创新不足、传播主体有待多元化、文化软实力有待提升、对外推广渠道有待拓宽等问题。解决问题的对策包括做好顶层设计、完善政策扶持、持续推进创新、推动产业融合、拓宽推广渠道、借助新媒体传播等。

The overseas communication of a city cultural brand is an important means for a city to shape its inter⁃national image and to enhance its international influence.In this regard,the government as a city manager should fully play a central role.While the government is advancing the overseas communication of Nanjing cul⁃tural brand,there are some problems,including lack of overall strategic planning,insufficient content innova⁃tion,single communication subjects,weak cultural soft power and limited communication channels.Solutions to the problems are presented,such as reinforcing top-level design,improving policies supporting,advancing in⁃dustry convergence,expanding communication channels,and communication via new media.