基于CIS战略的马鞍山城市形象构建与传播

City Image of Ma’anshan Construction and Communication Based on CIS Strategy

现代社会发展背景之下,城市形象的构建与传播是高质量城市建设的重要内容。将CIS概念用于城市形象构建中,通过对历史文化、地域优势、文化脉络、产业结构等梳理,从理念识别、行为识别、视觉识别等提炼和塑造马鞍山城市形象。在融媒体背景下,借助多元化媒介平台,提出提升马鞍山城市形象的传播策略,以彰显“山水诗城”“生态文明之都”的魅力。

Under the background of modern social development,the construction and communication of city image is an important element of high-quality city construction.The CIS concept is applied in the construction of city image.By combing history and culture,regional advantages,cultural context and industrial structure of a city,its city image is refined and shaped from conceptual identity,behavior identity and visual identity.In the context of integrated media,and with the help of diversified media platforms,we propose a communication strategy to enhance Ma’anshan city’s image,in order to highlight the charm of the“poetic city of mountains and water”and“city of ecological civilization”.