A Study On The Impact Of Xi ’an Cultural And Creative Experience Stores And City Image Communication

With the support of the government’s policy on cultural and creative industries,the national cultural and creative industries have developed rapidly in recent years.The consumption places of cultural and creative products have also been upgraded,and urban cultural and creative experience stores integrating product sales,cultural experience and creative incubation have gradually developed.As a new form of consumption,it caters to the growing needs of people’s spiritual life,becomes one of the main places for leisure and social communication of modern urban residents,and also becomes one of the important channels for urban cultural export and urban image communication.Cultural and creative industry and urban image have always been hot topics in academic research,and the new form of cultural and creative experience stores has received extensive attention and discussion in the industry,but there are relatively few studies that explore the innovative interaction relationship between them and urban image communication from the theoretical level.Therefore,this paper relies on the theories of urban image communication,cultural capital,experience economy,use and satisfaction,takes cultural and creative experience stores as the starting point,and discusses the interactive relationship between Xi’an cultural and creative experience stores and urban image communication through literature research method,field research method and case analysis method,in order to enrich relevant theoretical research and provide some thoughts and suggestions for the development of Xi’an cultural and creative industry and urban image communication in the new era.Firstly,through the literature analysis method,the development status of Xi’an cultural and creative experience store is summarized and summarized.Secondly,among the 18 representative cultural and creative experience stores in Xi’an,5 were selected as samples for field research through quantitative analysis according to geographical location,spatial distribution,product categories,etc.,and analyzed the reshaping of the city image by cultural and creative experience stores from the perspective of product design and spatial design,and concluded that Xi’an cultural and creative experience stores mainly participate in urban image communication through "telling urban stories with cultural and creative products,linking official publicity with social art and cultural activities,and multi-dimensional communication with all-media media matrix".Finally,using the questionnaire survey method and in-depth interview method,the communication effect of Xi’an cultural and creative experience store on the city image was quantitatively analyzed.Through the above research,it is found that Xi’an cultural and creative experience stores have played a positive role in urban image communication and produced good results,but there are also difficulties and problems in their own development,which affect the breadth and depth of urban image communication to a certain extent.Under the background of the era when the state vigorously promotes the development of the cultural industry,cultural and creative experience stores still have a lot of room for development in the dissemination of urban image.Based on this,this paper puts forward five suggestions for the improvement of the city’s image communication effect of Xi’an cultural and creative experience stores: first,enrich product design elements and highlight the new connotation of urban image;The second is to optimize cultural experience projects and deepen the effect of urban cultural communication;The third is to build an all-media platform linkage system to improve the breadth of urban image communication;The fourth is to establish a multi-party joint model of culture,tourism,commerce,film and television,and explore new channels for the development of cultural and creative experience stores;The fifth is to tap the IP of cultural and creative experience stores and create a new landmark of urban culture.With the development of the times,the effect of cultural and creative experience stores on the city’s image communication will continue to develop and upgrade,and ultimately achieve a win-win situation between economic and social benefits of the cultural and creative industry.