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随着地方可用资源日渐枯竭,地方竞争陷入瓶颈,优良的城市形象已成为一种竞争软实力而备受当今地方政府重视。本文着力研究中国内地城市形象广告的发展历程,并主要通过与香港、张家界等城市的比较,发现我国目前城市形象广告传播中存在的问题,并在此基础上分析连云港市城市形象广告传播的现状,最后提出在新形势下的传播策略。
With the depletion of resources available locally and bottlenecks in local competition, a good city image has become a kind of competitive soft power and is nowadays valued by local governments. This paper focuses on the development of urban image advertising in the Mainland of China and finds out the problems existing in the current urban image advertisement communication in our country mainly through the comparison with Hong Kong and Zhangjiajie. On the basis of this, we analyze the present situation of urban image advertising communication in Lianyungang Finally, we put forward the communication strategy in the new situation.