Study On The Strategy Of Urban Image Construction

Nowadays,the development of cities in our country is changing with each passing day.The competition between cities is becoming more and more intense.As an important part of the competition,city image has been paid more and more attention by major cities,especially the second and third tier cities in development,which need more successful experience in the construction of developed city image as a reference.This paper selects Nanchang as the representative of the second tier cities and Hangzhou as the representative of the new first tier cities with strong development momentum in the past two years.By using the method of network text analysis,we select the news portals-"Nanchang News Center" and "Hangzhou Network",which are sponsored by the government departments and have great influence in the local area,from the numerous news media in these two cities Take the above two websites as the source of text collection,intercept the news texts in the six months from September 2019 to February 2020,and use the means of text analysis to separate the internal relationship between the text word frequency,and analyze the different strategies of the two cities in urban image construction.For example,Nanchang is based on the local,pays attention to urban infrastructure construction,and has a small impact on publicity Hangzhou focuses on the world,pays attention to the future development of the city,and has a certain influence in the world.Through the comparative analysis of these measures,we can find out the methods of building the image of developed cities and the places that other cities can learn from.Through comparative analysis,the following conclusions can be drawn:1)urban managers should be able to express the characteristics of the city,have certain directivity to the future development of the city,and need to be consistent with the needs of the city itself and the development of the times;2)in urban image design,urban image positioning should be taken as the blueprint,and attention should be paid to the harmony between infrastructure construction and ecological protection In the process of design,we should pay attention to the inheritance of urban culture.The ultimate purpose of urban image design is to improve people’s livelihood,let the citizens enjoy the benefits of urban development,and improve the happiness index of urban life.3)urban image marketing should pay attention to cross regional and cross-cultural communication,which can be combined with various media to promote the urban image,so as to make image communication more efficient.