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互联网极速发展的背景下，城市形象传播日益呈现出新的特点，例如在发展迅猛的短视频平台进行传播，成为城市形象发展的传播引擎。对于场景的争夺就是对用户的争夺，越来越受到各地政府的关注。短视频平台如今已广泛渗透到大众，发展势头非常迅猛，在这个低创作门槛的大平台当中，用户拼起了一幅由多种创作模式、多种传播主体、多种互动方式的城市形象大图景，以一种更加容易被用户接收，更加贴近用户现实的方式对城市形象进行了传播，也是对过去传动传播方式的革新。本文在场景理论视域下，研究短视频城市形象传播的相关问题。

场景汇集了各种消费符号的文化价值，吸引着不同的人对它进行关注，进而推动城市形象的向外推广。它为研究短视频城市形象研究问题提供了新的分析框架与研究视角。本文以在短视频平台第一个成为“网红城市”的西安作为短视频城市形象传播的研究案例，从短视频的传播特点出发研究短视频平台与城市形象传播之间的关系。并且在罗伯特·斯考伯“场景五力”的基础上，提出“全数据”模式洞察场景、短视频平台连接场景、智能终端服务场景的场景传播模型。并应用此模型对西安案例的场景传播进行分析，发现通过洞察用户场景，形成用户画像；再通过传感器与多终端设备实现与用户场景的连接；最后将场景传播由虚拟转向现实，实现用户良好的的场景服务体验。

研究发现，短视频城市形象场景传播存在场景洞察精准性欠佳、场景连接尚存阻碍、场景服务落差较大以及过度侵犯用户隐私等问题。针对存在问题提出优化策略包括：细化场景洞察；加强场景连接；优化场景服务；完善隐私保护。

With the rapid development of the Internet, the communication of city image is increasingly showing new features, such as the rapid development of short video platform, which has become the communication engine of city image development. The competition for scenes is the competition for users, which attracts more and more attention from local governments. Nowadays, the short video platform has been widely infiltrated into the public, and its development momentum is very rapid. In this big platform with low creative threshold, users have put together a big picture of the city image with multiple creative modes, multiple communication subjects and multiple interactive modes, and have spread the city image in a way that is easier to be received by users and closer to the reality of users, which is also an innovation of the past transmission mode. In this paper, from the perspective of scene theory, we study the related issues of short video city image communication.

Scenes bring together the cultural values of various consumption symbols, attract different people to pay attention to them, and then promote the outward promotion of the city image. It provides a new analytical framework and research perspective for the study of short video city image. In this paper, Xi 'an, which became the first "online celebrity City" on the short video platform, is taken as a research case to study the relationship between the short video platform and the city image communication. And on the basis of Robert Schober's "Five Forces of Scenes", this paper puts forward a scene communication model of "all data" mode, including insight into scenes, short video platform connection scenes and intelligent terminal service scenes. This model is applied to analyze the scene propagation of Xi 'an case, and it is found that the user portrait is formed by insight into the user scene; Then, the connection with the user scene is realized through sensors and multi-terminal equipment; Finally, the scene communication is changed from virtual to reality, so as to achieve a good scene service experience for users.

It is found that there are some problems in short video city image scene communication, such as poor accuracy of scene insight, obstacles in scene connection, large gap in scene service and excessive invasion of user privacy. Aiming at the existing problems, the optimization strategies include: refining scene insight; Strengthen the scene connection; Optimize scenario services; Improve privacy protection.