杭州城市形象感知与传播策略

On perception and communication strategies to Hangzhou's urban image

城市形象塑造与传播对城市发展产生越来越重要的作用。为了从群体感知多样性视角透析杭州城市建设及其形象传播现状,使用问卷调查法,对城市内部居民与外部居民的城市形象认知、态度和经验数据进行收集与分析。研究发现:杭州内外部居民对城市“发展活力”与“风土人文”的满意度较高;城市内部居民对城市各项指标的总体满意度高于城市外部居民。未来可以通过塑造多元城市符号、树立城市新名片、注重日常化叙事手法以及合理打造城市IP等策略来优化杭州城市形象建设和传播。

The shaping and disseminating of urban image have played an increasingly important role in urban development.In order to get a clear picture of the current status of urban construction and image communication from the perspective of group perception diversity,this study employs a questionnaire survey method,and collects and analyzes data on the urban image perception,attitudes and experiences of both residents inside and outside Hangzhou.It is found that both residents inside and outside Hangzhou show high satisfaction regarding its"development vitality"and"local culture".Internal residents,however,show higher satisfaction than external residents in various indications on the whole.In the future,strategies such as shaping diverse urban symbols,establishing new urban business cards,emphasizing daily narrative techniques,and creating a reasonable urban IP can be used to optimize the construction and dissemination of Hangzhou's urban image.