提升青岛品牌国际传播有效性研究

Research on Enhancing the International Communication Effectiveness of Qingdao Brand

目前青岛城市品牌形象距国际化大城市还存在一定差距,其自身国际传播存在着传播话题热度不够、传播议题单薄、传播效果欠佳等问题。本文试图整合创新青岛城市品牌国际传播的路径,总结提升其品牌国际传播有效性的具体策略,提出在数字化公共外交理念下,发挥国际传播多元主体差异优势,丰富城市文化载体,整合各种国际传播渠道等,以提高青岛城市品牌的国际知名度。

Currently,the city brand image of Qingdao still lags behind that of major international cities,with issues such as insufficient hot topics,limited discussion topics,and unsatisfactory communication effects in its international communication.This article attempts to integrate innovative paths for the international communication of the Qingdao city brand,summarize specific strategies to enhance its international communication effectiveness,and propose that under the concept of digital public diplomacy,it should give full play to the differences of multiple subjects in international communication,enrich the carrier of urban culture,integrate various international communication channels,etc.,so as to improve the international visibility of Qingdao city brand.