Image Construction Of Nanjing Confucius Temple Historical And Cultural Block

In recent years,the acceleration of China’s urbanization process has greatly promoted the progress and development of China’s urban management,urban operation,urban construction,urban industrial structure adjustment,urban brand construction and communication,and urban image practice.In the fierce urban competition,more and more urban management organizations realize that,like enterprises and products,the city as a physical space or a certain area of the city can also become the carrier of information dissemination.At present,the practice of urban communication can be divided into two aspects,one is the construction and communication of the overall brand of the city,the other is the construction and communication of the tourism brand of the city.Starting from the second angle,this paper selects the representative historical and cultural blocks in tourism as the research subject.At present,the historical and cultural blocks around the country have become a unique business card for publicizing history and culture and promoting local economic development.Therefore,it is very important to construct a historical and cultural block image which is in line with the direction of urban development and has its own characteristics.This paper takes Nanjing Confucius Temple historical and cultural block as the research subject,according to the point-to-face logical order,using the research methods of in-depth interview,literature analysis and case analysis,and from the perspective of urban communication,to find out the problems in the process of image construction of Confucius Temple historical and cultural block,and to explore how to construct Nanjing Confucius Temple historical and cultural block image in the new era,while giving other histories The development of cultural district provides reference.The first chapter traces back the development and current situation of the historical and cultural block of Confucius Temple.From the perspective of history asthe time axis,this paper introduces the development process,modern planning and operation status of the historical and cultural block of Confucius Temple,and expounds the current situation of image construction of the historical and cultural block of Confucius Temple from the aspects of architectural appearance and activity display.The second chapter analyzes the orientation and value of the image construction of Confucius Temple historical and cultural block.This part mainly uses the in-depth interview method to interview the official managers,surrounding people,temporary residents and tourists of the historical and cultural block of Confucius Temple.The interview mainly understood the management department’s planning and strategy for the image construction of Confucius Temple historical and cultural block,as well as the audience’s image perception of Confucius Temple historical and cultural block.It is of economic,cultural and urban value to construct the image of Confucius Temple historical and cultural block.However,as far as the conclusion of the interview is concerned,the image construction of Confucius Temple historical and cultural block can not satisfy the audience at present.The third chapter explores the problems existing in the image construction of Confucius Temple historical and cultural block.First of all,an evaluation system is established for the image construction of the historical and cultural block of Fuzimiao,which includes a total evaluation index,two first-class evaluation indexes,five second-class evaluation indexes,eleven third-class evaluation indexes and thirty-one basic evaluation indexes.Using Delphi method,ten experts in the field were invited to give two rounds of scores to get the weight of each index.According to the basic evaluation index,we draw up a questionnaire.According to the results of the questionnaire,we conclude that the quantitative score of the image construction of Fuzimiao historical and cultural block is 0.92,and the overall evaluation result is between "general" and "good".The problems focus on three aspects: improperintegration of literature and business,cognitive imbalance of the audience,and insufficient media communication.The fourth chapter puts forward the corresponding optimization path for the problems existing in the historical and cultural block of Confucius Temple.At the level of combination of culture and business,it is proposed to combine government control with market orientation,clarify the division and give full play to the largest function of each division.At the cultural level,we should start from the sense of identity,build the cultural brand of the block,and inherit the collective memory.In terms of media communication,we need to enhance the initiative of the media,actively access to the network,and innovate the content of communication.Finally,learn from the excellent experience of other domestic historical and cultural blocks and foreign historical blocks,constantly improve the block management,and create a high-quality image.