城市形象短视频传播策略

短视频的兴起为政府的形象宣传提供了网络平台，如何通过网络平台宣传城市形象，传递政府声音成为各地政府的重要工作。采用文献研究、数据梳理和文本分析的研究方法，通过对新媒体兴起后政府在自身形象传播方面所面临的困境、机遇与挑战，以及对西安市、重庆市等政府部门的短视频官方账号内容、运营策略和传播效果进行分析，阐述短视频对于城市形象传播的影响以及相关策略。研究发现，短视频制作简单，能依靠后台大数据对用户使用短视频场景进行精准分析，对政府城市形象宣传起到了重要的推动作用，成为近年来城市形象传播的风口。研究表明，地方政府利用短视频进行自身形象的宣传，可以使政府的形象更加立体，通过政策层面的引导和操作层面的大众化传播，重塑受众对城市形象的认知，改变以往对于城市的刻板印象，引起受众主动传播城市良好形象的行为，最终提升政府管理与形象传播能力。

Short Video Communication Strategy of City Image from the Perspective of Government Marketing

The emergence of short videos has provided a network platform for the publicity of the government’s image. Establishing the image of the city and conveying the government message through the network platform has become important tasks of the local government. By adopting the research methods of literature research, data combing and text analysis, this paper expounds on the influence of short videos on the city image and its relevant strategies based on the analysis of the difficulties, opportunities and challenges faced by the government in the dissemination of its own image after the rise of new media, as well as the content, operation strategies and dissemination effect of the short video official accounts of various government sectors in Xi’an and Chongqing. Research shows that due to the simple production of short videos, the big data in the backend can be relied onto accurately analyze the usage scenarios of short videos by users. Thus short videos play an important role in promoting the government and city image, becoming a great opportunity for city image dissemination in recent years. The study believes that by adopting short videos for the publicity of its own image, the local government can build a more vivid and rigorous image, reshape people’s perception of the city image through guidance at the policy level and mass dissemination at the operational level, modify their previous stereotyped impression of the city, cause the public to actively spread the good image of the city, ultimately improving the administration and image marketing abilities of the government.