A Research On The Strategy Of City Image Transmission In Guangzhou Government Micro-blog And WeChat Platform

With the development of global and regional economic integration and the acceleration of urbanization process,the competition between cities is becoming more and more intense.Urban managers continue to promote urban construction at the same time,more and more attention to the city's soft power to enhance the city as the core of the soft power of the city image so much attention.In the mobile Internet technology popularization and micro-blog,WeChat and other emerging media popular background,as the city manager of the city government began to try to use the new media to shape and spread the image of the city,government micro blogging and government WeChat in this The city image of the spread of the process has been widely used as a new platform to display the image of the city.This paper chooses the six new government media with high degree of attention,influence and representation in Guangzhou dual-micro platform as the research object.On the basis of combing and summarizing the present situation and the current situation of Guangzhou city image,The paper analyzes the characteristics of the dual-micro platform of Guangzhou government and the image of Guangzhou city,which is presented in Guangzhou,and explains the existing urban image communication strategy of Guangzhou government dual-micro platform.It points out that the dual-The lack of urban image transmission,and put forward the relevant improvement measures.Through the research,it is found that the dual platform of Guangzhou government is keen to spread government and cultural information,and focuses on the cultural image and environment and traffic image of Guangzhou,and has made four efforts in the practice of urban image transmission: The third is to actively set the agenda,do a good job of publicity;four is to grasp the audience psychology and behavior,close to the audience preferences....However,at the present stage,there are still a single form of publication in the process of urban image transmission,the proportion of published content is imbalanced,the local elements are not enough,the advantages of new media are not highlighted,the information release is chaotic and the issuing agencies are fragmented.In this regard,this paper suggested that the Guangzhou government dual micro-platform to clear the city of Guangzhou positioning,rich content release form;unified planning,centralized deployment ofurban image dissemination work;to strengthen the media joint,to achieve "double micro" interaction;enhance the operator's media literacy,Enhance the communication power of dual micro-platform.