新媒体时代城市品牌形象塑造及管理策略——以镇江市为例  

Strategies of City Brand Image Building and Management in New Media Era--Taking Zhenjiang City as an Example

作　　者：蒋慧[1] 李玉莲[1] Jiang Hui;Li Yulian

机构地区：[1]江苏科技大学外国语学院

出　　处：《新媒体与社会》2019年第2期236-248,共13页New Media and Society

基　　金：江苏省教育厅高校哲学社会科学研究基金项目(项目编号:2018SJA1097);2018年度镇江市社科应用研究课题(项目编号:2018YB061)的阶段性成果。

摘　　要：以长江三角洲区域中心城市镇江为例,基于对镇江城市环境与资源状况的分析,将镇江城市品牌形象定位为"休闲宜居城市",建议镇江城市品牌形象塑造应遵循"以人为本、把握特色、分层实施"的总体思路。在新媒体环境下,镇江政府要努力搭建全方位立体化城市品牌形象传播平台,创新城市品牌形象传播手段,加强城市品牌形象维护与革新。This paper takes Zhenjiang city in the regional center of Yangtze River Delta as an example and,based on the exploration and assessment of the environment and resources of the city,positions its city brand as a"livable leisure city".It is suggested that the general guideline of"people-oriented,characteristics-centered,layered implementation"should be followed in the shaping of its brand image.In the new media era,it is vital that the Zhenjiang government should build an all-around three-dimensional communication platform,renovate the communication means,and strengthen the maintenance and innovation of city brand image.

关 键 词：城市品牌形象 塑造 管理 新媒体 

分 类 号：F42[经济管理—产业经济]