Study On The Integration Mechanism Of Folk International Publicity

In recent years, along with the deepening of China’s reform and opening up, external publicity play an important role in shaping a good image and promoting the internationalization of China. External publicity is increasingly connotations, areas and forms. In which, the effect of activities which organizes by the non-governmental organization or individual is significant.Folk international publicity is either a supplement of official external publicity or an integral part of China’s big external publicity pattern construction. But compared to the advanced cities, our folk international publicity is lake of cultivated, scattered resources and ill-targeted. It needs an integration mechanism as a breakthrough to strengthen the depth, breadth and effectiveness. This paper takes the Guangzhou present situation of folk international publicity as an example to research the folk international publicity dissemination process of integration mechanism.Through a comprehensive analysis of the actual situation in Guangzhou city targeting and external publicity strategy, the Guangzhou folk main publicity Integration Mechanism, content integration mechanism and channel integration mechanism are analyzed. Through interviews,text analysis and case studies, combined with work practices, communication theory and related knowledge, I strived to find out the Guangzhou folk international publicity resources and channel. Based on that, I explored the integration of Guangzhou folk international publicity and trend of development. Finally, I find some suggestions to improve Guangzhou folk international publicity from the perspective of the integration mechanism.