Study On The Global Communication Management Of Shanghai City Image

For the image of the city of Shanghai global communication has entered the new stage of dissemination, it should be further improved the accuracy of communication activities. Facing of a trend for the increasing number of foreigners, one of the routes that Shanghai to carry out effective global communication in the future is to execute strong dissemination and high precision communication Strategy. "Students in Shanghai" is one of the most important parts and has a special significance. This paper is aimed at studying the media use habits of foreign students in Shanghai with empirical investigation which is the audience in the city image of international communication situation, on the other hand, in order to make the results of the optimization, it is supposed to improve the pertinence and effectiveness of communication to increase the index of Shanghai City image in this group, and to attract the become disseminators of international spread of the city image of Shanghai even came to Shanghai to study, work and live. This paper will be divided into five parts: The introduction part mainly discusses the purpose and significance of this topic, research status at domestic and abroad as well as research subjects and research methods. The first part focuses on the "city image", "international communication" and foreign students in Shanghai’s concept; "city image" part mainly analysis of the definition and essentials and the formation, specific the research question; "international communication" part mainly analyzes the new characteristics and development trend of international spread, follow the basic rules of international communication; "students in Shanghai" part emphasis the definition of the object of study group and its particularity, also the importance and positive significance of this research group selecting.The second part is the theoretical basis of this study. Including Lippmann’s "virtual environment" theory, "uses and gratifications" theory and the "Government Public Relations" theory, and provide a theoretical basis and theoretical explanation for this study, analyses the problem from the theoretical level.The third part is the empirical study shows. Specific include:One is the basic information of students in Shanghai, mainly refers to the individual information, such as nationality, the length of time and other factors in Shanghai. The second part is the investigation and study in Shanghai students overall impression for Shanghai. The study found that the visibility of the city and the economic function of Shanghai has higher recognition, it is generally believed that the festival activities in Shanghai city has certain communication effect, besides each city index of shanghai is most the same as the majority of international cities, at the same time that the Shanghai city image propaganda dissemination force needs to be strengthened, their attitude about moving into shanghai is positive; the third part is the concrete research on foreign students in Shanghai’s "media use and selection". The members of this particular group, the media use has changed before and after coming to Shanghai, and show deep dependence of their native language and social media, as the media type, the Internet and other new media is widely used and is used for a long time, in the types of information, social and video information is popular; the fourth is the specific study in "motivation and assessment" of media use of foreign students in shanghai. The motivation for living related information needs to the maximum, they have higher trust degree in English media then Chinese ones, but Chinese media has a certain potential for foreign students in Shanghai, the possibility of Chinese media using is growing with they stay shanghai longer. Multi-language strategy is the most selected suggestion about the improving global communication of the city image of Shanghai. The fifth part is listed on the summary and Enlightenment of empirical investigation, also containing cross analysis and comparative analysis with previous studies which are studying foreign audience from another perspective.The fourth part is based on the combination of empirical analysis and the comparison of analysis and research, summed up the communication problems for this special group, "Foreign students in Shanghai", which is the object of the city image’s global communication,besides launch the attribution analysis to find the reasons.The fifth part comes up with optimization suggestions for the Shanghai city image communication management which are from the combination of theoretical and empirical research results. They are useful for government as the subject of communication management to improve itself and optimizing the city image global communication system which is be aimed at the object of foreign students in Shanghai...