杭州城市形象感知与传播策略  

On perception and communication strategies to Hangzhou's urban image

作　　者：李朋鹏 付思凡 林珍妮 LI Pengpeng;FU Sifan;LIN Zhenni(Shi Liangcai School of Journalism and Communication,Zhajiang Sci-Tech University,Hangzhou 311103,China)

机构地区：[1]浙江理工大学史量才新闻与传播学院,杭州311103

出　　处：《浙江理工大学学报（社会科学版）》2024年第5期531-537,共7页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：浙江省教育科学规划一般项目(2023SCG338)。

摘　　要：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.

关 键 词：城市形象 城市符号 城市传播 群体感知 杭州 

分 类 号：G206[文化科学—传播学]