The Research And Practice Of Wuhan City's Brand Image In The Spread Of New Media

With the development of society,the competition of the city's brand image has become increasingly prominent.Each city has successively established its own brand image of sustainable development and individuality in order to increase its reputation and competitiveness.The urban brand image refers to the general impression and perception of the city.The urban brand image recognition system includes urban concept recognition,urban behavior identification and urban visual identification.The government should carry out the creation and dissemination of the digital city brand image in the moment when the new media is flourishing and widely used.In the area of public services,the new media will be used to upgrade the user experience,such as using mobile phone APPs to improve the lack of public service systems.While enriching the level of urban concept recognition and urban visual identification,the city will identify and identify urban behaviors and establish Give the "digital city" a connotation,richness,and unique urban brand image.As a university city in Wuhan,millions of college students live and live here,and are deeply influenced by the environment and culture.They have become one of Wuhan's important subjects.In the 13 th Five-Year Plan,Wuhan put forward the requirement to “build a brand image of the city”,and in 2017 it introduced the policy of “Millions of Staying Han”,but there is a certain degree in providing public facilities for college students to provide convenience,perfection,and system.The lack of it,the introduction of its talent policy and online public service asymmetry,can not meet the public service needs of college students,causing some impact on the dissemination of the city's brand image.This article will take Wuhan City as the background,on the one hand,theoretical study on the new media dissemination of urban brand image;on the other hand,it aims to investigate,analyze and discuss the needs of Wuhan University students for public services,and design them in practice to meet the needs of college students.The public service APP fills the gap of Wuhan's online public services.Through the promotion and application of APP,the concept of efficient government behavior and service-oriented government is demonstrated,highlighting the core connotation of Wuhan city brand.Building a city brand image ecosystem: a mental identification system with urban philosophical,social,values,and cultural perspectives as the core;an urban behavior identification system with governments,businesses,business orders,and citizens as the mainstay;urban design as the urban vision The identification system and the spatial identification system with the urban planning identification,shape recognition,and space identification as the structures will further improve the Wuhan public service network platform ecosystem while creating “digital Wuhan” to enhance competitiveness.