城市形象短视频传播策略研究--以广东佛山为例

Research on Short Video Communication Strategy of City Image

新媒体时代下短视频传播已经成为城市形象推广的重要方式。佛山城市形象传播在内宣方面成效明显,但在外宣方面存在传播阵地缺乏统筹协调、传播内容受限于定势思维、传播主体过于单一的问题。根据短视频传播的特征与规律,佛山城市形象短视频宣传可采取以下策略:加强非物质文化遗产传承传播活力;构建宜创宜业宜居环境形象;讲好新时代佛山人的故事;以名企优品宣介佛山科技创新;打造上下内外协同有序的外宣合力。

In the era of new media,short video has become an important way of city image communication.Foshan city image communication has achieved noticeable results in internal publicity,but there are some problems in external publicity,such as lack of Planning and Coordination in communicative platforms,limited communicative content by stagnant thinking,and fixed communication subject.According to the characteristics and rules of short video communication,the short video publicity of Foshan city image can adopt the following strategies:Strengthen the vitality of the inheritance of intangible cultural heritage;To build a livable environment image good for innovation and business;Tell the story of Foshan people in the new era;Promote Foshan scientific and technological innovation by famous enterprises'excellent products;To create a well-coordinated and orderly external publicity force.