城市形象是城市展示给公众的综合性物质和文化印象,是一个城市的内在素质、发展水平和文明程度的综合反映,是城市竞争力的重要组成部分,是一个城市综合实力的反映。一些地方城市在进行形象传播时出现了定位不明确、传播手段单一,对新媒体利用不够、没有细分受众,传播没有针对性等误区,新媒体环境下各地方城市应该明确明晰城市的特色和定位、充分运用新媒体、细分受众,对不同受众进行针对性的传播、提高市民的综合素质,才能够达到理想的传播效果。 The city image is a comprehensive material and cultural impression displayed by the city to the public. It is an integrated reflection of the intrinsic quality, development level and civilization level of an urban city. It is an important part of urban competitiveness and a reflection of the overall strength of a city. In some local cities, there are some problems such as ambiguous positioning, single means of communication, inadequate use of new media, lack of audience segmentation, and lack of pertinence in the dissemination of images. In the new media environment, local cities should clearly define the characteristics of cities and Positioning, make full use of new media, subdivided audiences, targeted audiences to spread, improve the overall quality of citizens, can achieve the desired effect of communication.