“英雄武汉”城市品牌塑造与传播策略研究

City Brand Building and Communication Strategyfrom the Perspective of Narrative Communication:Taking “Heroic Wuhan” as an Example

城市是人类文明的结晶与人类智慧的高地。在当今以民族国家为主体的全球竞争中,城市往往扮演着“国家名片”的作用。通过调研国内外民众、在汉留学生和专家学者等相关群体后发现,武汉在“人、事、物、场、境”五个维度的城市品牌声誉存在较大差异,城市知名度与美誉度尚不匹配。目前,“武汉是英雄城市”的说法家喻户晓,但关于“英雄城市的内涵和呈现”有待进一步挖掘。基于此,通过梳理东西方“英雄主义叙事”文化差异,提出“英雄武汉”城市品牌的新定位。并结合CIS理论,提出“英雄武汉”城市品牌CIS建设模型;立足于国际视野,从整合传播视角提出使用360度传播策略,助力武汉成为世界了解中国的“新窗口”,以推动中国城市化建设进程走向新台阶。

City is the crystallization of human civilization and the highland of human wisdom.In today’s global competition dominated by nation-states,cities often play the role of“national business card”.This study investigated domestic and foreign people,overseas students in Wuhan,experts and scholars and other related groups,finding that Wuhan has a great difference in the city’s brand reputation in the five dimensions of the“person-event-items-field-environment”.And the city’s visibility and reputation do not match yet.At present,the saying that“Wuhan is a heroic city”is well-known.However,the connotation and presentation of“hero city”needs to be further explored.Based on this,by combing the cultural differences between the eastern and the western“heroic narrative”,this paper puts forward the new positioning of“Heroic Wuhan”city brand.Combined with CIS theory,this research proposed“Heroic Wuhan”city brand CIS construction model.Furthermore,based on the international perspective,this paper puts forward the use of 360-degree communication strategy from the perspective of integrated communication to help Wuhan become the“new window”for the world to understand China and promote the process of urbanization in China to a new stage.