Research On Kaifeng City Image Communication

With the acceleration of urbanization in China,the competition of cities has become more and more intense.City image is not only an important part of the city’s development strategy,but also an important factor to enhance the city’s comprehensive strength.The rise of short videos in 2016 has redefined the way the public receives information.Douyin has grown into a phenomenon-level short video medium due to its precise audience positioning,innovative product functions and novel marketing methods,with a daily active volume of 600 million,far superior to other platforms of the same type.Since 2018,starting from the online,in the form of short videos,the city has formed a trend of "packaging and promotion" in an all-round way.The popularity of a number of "Tiktok cities" such as Chongqing,Chengdu,and Xi’an has brought new opportunities to the city development opportunities.There is no doubt that short videos redefine "how to shape a city’s business card".The relationship between platforms,users,and cities is deepening,and cities have become important performance content.As a cultural tourism city with profound historical background in Henan Province,the positive dissemination of its urban image is related to the development of cultural tourism in Henan,but Kaifeng’s performance in urban publicity is slightly insufficient.,The city’s characteristics are not prominent,and the city’s sense of presence is low.In the short video era,drawing on the building method of "Tik Tok Internet Red City" can open up new ideas for Kaifeng’s urban publicity.From the perspective of "city image dissemination",this paper uses content analysis,case study and questionnaire survey methods to collect relevant data on the impact of Douyin short videos on the dissemination of Kaifeng’s city image,and the audience’s perception of Kaifeng Douyin’s media image,construct the main body and components,communication motivation to analyze,and summarize the influence of Douyin short video on the image dissemination of Kaifeng city.After investigation,it can be found that while the media image of Kaifeng Douyin has achieved certain results in publicity and marketing,its deficiencies are gradually emerging.Therefore,it is necessary to explore the feasible strategies for the construction and dissemination of Kaifeng’s city image in Douyin short videos.Launch a scientific discussion on how Douyin short video reasonably helps to spread the image of Kaifeng city.Kaifeng is a famous historical and cultural city with profound cultural accumulation and complete modern urban civilization.Kaifeng’s city image promotion starts from the ancient capital,but should not stop at the "ancient capital".The construction and dissemination of Kaifeng city image based on Douyin platform,on the one hand,can provide a reference for the regional research of Kaifeng city dissemination;On the other hand,we explored the relevant content of urban image communication from the perspective of short videos.The construction and dissemination of urban image is not just a simple stacking of urban symbols,but should be based on attracting attention,get rid of the long-term stereotyped urban image,and build a profound three-dimensional urban image,which is the real value of contemporary urban image dissemination significance.