杭州文化多语种短视频宣传策略研究

A Study on the Strategy of Multilingual Short Videos Promotion for Hangzhou Culture

杭州的国际地位和国际化水平随着近年越来越多的国际大型赛会相继落户而快速提升,迫切需要有与之相匹配的宣传策略。短视频在国内外拥有庞大的用户群体,其强大的渗透力、天然的亲和力和丰富的主题性都与现代城市宣传的需求相契合。为了更好地向世界介绍杭州,可以通过短视频特有的叙事习惯,对杭州文化的宣传视角、主题内容、表现形式和译介思路进行重构,更加真实生动地展现出有韵味、有气质、有厚度、有温度的杭州城市形象。

Hangzhou’s international status and level of internationalization has been rapidly rising with the increasing number of major international tournaments in recent years, and there is an urgent need for a publicity strategy to serve it. The short video has a large user base in our country and abroad. Its powerful penetration, natural accessibility and rich themes are all in tune with the needs of modern city promotion. In order to better introduce Hangzhou to the world, it is possible to reconstruct the promotion perspective, thematic content, presentation methods and translation ideas through the unique narrative ways of short videos, so as to show the city image of Hangzhou more realistically and vividly with its flavor, temperament, thickness and temperature.