摘 要：随着时代的发展，城市化进程不断加快，经济发展对城市综合实力要求日益增强，城市形象的重要性不断提升。城市形象的传播方式不断在变化，政府从单一传播主体变为引导性传播。城市形象开始逐渐走进了人们的日常生活。随着新媒体的发展，城市形象传播方式不再是单一而枯燥的宣传片、新闻报道等，新媒体让受众更积极、更有力地参与到了城市形象传播中，与城市形象的结合日益紧密。在互联网和移动媒体飞速发展的大浪潮下，城市形象传播如何顺应潮流，在全国乃至世界范围内建设独特的、有竞争力的城市形象，是城市发展的重要方向。本文首先对新媒体进行分析和研究，探究其发展现状。通过分析城市形象传播模式的发展，着重探究城市形象传播方式在新媒体环境中的发展。进一步探究如何更好的结合运用新媒体手段，结合文献和对该论题的理解，对城市形象传播方式进行分析研究。76338

毕业论文关键词：新媒体，城市形象，传播，受众

Abstract: As urbanization continues to accelerate worldwide, the image of the city in the city’s comprehensive strength in the occupied status is increasingly important。 Spread the image of the city is no longer government-round, but gradually step into people's daily lives。 With the development of new media, the image of the city is no longer a single mode of transmission and boring videos, news reports, new media let the audience be more active, more strongly involved in the spread of the image of the city。 Combined with new media and image of the city spread more closely at the big wave of the Internet and mobile media, the image of the city spread how to adapt to this trend in the country and around the world to create a unique and competitive image of the city, urban development direction is important。 Firstly, the new media environment analysis and research to explore the current development of new media, through the understanding of the development mode of transmission of the image of the city, focusing on the image of the city to explore the spread of the new media environment, development, and how to use new media to better combine , literature and understanding of the topic, mode of transmission of the image of the city were analyzed。

Keywords: New media,City Image,Communication,Audience

目  录

一、引言 4

二、新媒体及城市形象的概念界定 4

（一） 新媒体的定义 4

（二）新媒体的发展现状 4

（三）城市形象的定义 5

（四）城市形象的传播与建设 5

三、新媒体环境下城市形象建设内容的发展 6

（一）城市文化 6

（二）城市品牌 7

四、新媒体环境下城市形象传播方式的发展 8

（一）从单向度传播到双向互动传播 8

（二）从单一媒体、一次传播到全媒体、多次传播 8

（三）从大众媒体传播到社交媒体传播 8

五、城市形象的新媒体发展建议 9

（一）整合营销传播 9

（二）多层次分众传播 10

（三）体验化、互动式传播