杭州国际形象的社交媒体传播效果研究  

A Study of Social Media Communication Effect on Hangzhou's International Image

作　　者：刘曦[1] 何亦星 

机构地区：[1]浙江理工大学文化传播学院,杭州310018 [2]杭州旅游形象推广中心,杭州310001

出　　处：《浙江理工大学学报（社会科学版）》2015年第4期318-324,共7页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：杭州市哲学社会科学重点研究基地传播与杭州文化创新研究中心项目(2014JD41)

摘　　要：文章以杭州市旅委的海外社交媒体的官方账户"Hangzhou,China"为研究对象,探讨了杭州的海外形象推广。研究显示,"Hangzhou,China"(杭州专页)取得了良好的传播效果,粉丝数、互动频率均呈现上升趋势,杭州的旅游产品获得国际网民的普遍肯定;同时,海外社交媒体平台的传播还有待发掘更多兼具城市特质和国际通用度的议题;最后从平台角色、话题设置和传播渠道三个角度提出提升杭州旅游国际形象的部分建议与初步构想:平台角色应从信息发布者转变为关系建立者,话题设置需超越先发优势、展现国际视野,除此之外,平台要实现可持续发展,还需确立常态化传播机制,实现全媒体跨平台传播。This paper takes official account of overseas social media of Hangzhou Tourism Commission - ＂Hangzhou, CHINA＂ as the object of study to discuss promotion of Hangzhou＇s overseas image. The study shows that ＂Hangzhou, CHINA＂ （special page for Hangzhou） has gained good communication effect; the number of fans and interaction frequency present the rising trend~ tourism products of Hangzhou gain general affirmation of international netizens. Meanwhile, more topics with city characteristics and international universality need to be explored for overseas social media platform. Finally, this paper proposes some suggestions and preliminary conception to promote international tourism image of Hangzhou from three perspectives, platform role, topic setting and communication channel. The platform role should transform to relation builder from information promulgator; topic setting needs to exceed first mover advantage and display international view. In addition, the platform still needs to establish normal communication mechanism and achieve omnimedia cross-platform platform in order to realize sustainable development.

关 键 词：杭州国际形象 “Hangzhou CHINA”(杭州专页) 社交媒体 传播效果 

分 类 号：G206.3[文化科学—传播学]