海外社交媒体视域下郑州城市形象国际传播策略研究

Research on International Communication Strategies of Zhengzhou City Image from the Perspective of Overseas Social Media

城市形象是人们对一座城市的观念、想法和印象的集合。海外社交媒体以其传播受众的广泛性和场景化的传播内容,正成为城市形象国际传播的主要手段。郑州作为国家中心城市,具备深厚的文化底蕴和经济发展潜力。本文以郑州市为主要研究对象,从海外社交媒体平台的角度,探究郑州城市形象国际传播策略。研究发现,当前郑州城市形象国际传播的总体效果不佳,国际影响力和国际知名度有待提升。本文对郑州城市形象国际传播主要提出了以下三个方面的优化策略:一是丰富传播主体,打造国际传播矩阵;二是明确城市形象定位,打造城市形象标识;三是增强互动体验,提升传播效果,以期进一步促进郑州城市形象的有效传播。

The city image is a collection of people's concepts,ideas,and impressions of a city.Overseas social media is becoming the main means of international dissemination of urban image due to its wide audience and scenario-based dissemination content.As a national central city,Zhengzhou has a profound cultural heritage and economic development potential.This study focuses on Zhengzhou as the main research object,and explores the international communication strategies of Zhengzhou's urban image from the perspective of overseas social media platforms through data mining and content analysis methods.Research has found that the overall effectiveness of international dissemination of Zhengzhou's urban image is poor,and its international influence and reputation need to be improved.This study proposes four optimization strategies for the international dissemination of Zhengzhou's urban image:firstly,enriching the dissemination subjects and creating an international dissemination matrix;Secondly,clarifying the positioning of the city image and creating a city image logo;Thirdly,enhancing interactive experience and elevating communication effectiveness,to further promote the effective dissemination of Zhengzhou's urban image.