商务传媒学院知识库

在城市化进程速率加快的背景下，城市与城市之间的竞争愈发激烈，而有效的传播洛阳城市品牌形象可以助推洛阳城市的发展。2020年３月，河南省委省政府将副中心城市洛阳定位为国际人文交往中心。政府在进行国际人文交往中心建设中既要国际化又要民族化，国际化通过民族化、特色化、个性化来表达，而要完成这种表达，需要创新，需要媒体的高品质供给，洛阳的城市品牌传播在该背景下显得尤为重要。

本研究由五个写作部分组成：第一部分为绪论，这一部分的内容主要是从论文的选题背景、目的和意义、城市品牌传播和议程设置理论国内外研究现状、研究内容及方法着手进行理论内容的梳理；第二部分对洛阳品牌形象在传统媒体和新媒体上的呈现进行了简单的探究，分别探究了报纸和影视节目中的洛阳城市以及新媒体平台上的三种媒介呈现类型，分别是历史源远流长、文化底蕴深厚的千年古都和山水交融、古今辉映的优秀旅游名城，以及科技实力突出、优质资源汇聚的国家创新型城市；第三部分主要是探究媒介通过怎样的议程设置来传播洛阳城市品牌形象，以中新网关于洛阳的相关报道为案例，通过样本收集和数据分析，从报道数量、形式、体裁、篇幅、内容、来源进行了详细的梳理；第四部分依然以中新网为案例探究了媒介对洛阳城市品牌的传播进行议程设置取得的效果和议程设置的特点进行分析；第五部分是针对前文的结论分析洛阳城市品牌在传播过程中存在的问题，一是媒介形态多元化不足，政府和媒体不够重视；二是报道内容单一，缺乏深度报道和持续报道；三是传播模式单向化，互动效果较差。并立足于地方文化，塑造城市符号，启用新对策，整合旧对策，提出有效的传播优化策略，一是统筹传播媒介，强化议程设置；二是丰富议题内容，拓展议程传播深度；三是积极互动及时反馈，提升议程传播效果。本文希望能通过以上研究为洛阳城市品牌形象的构建和传播提供可借鉴的思路。

In the context of the accelerated urbanization process, competition between cities is becoming increasingly fierce, and effective dissemination of Luoyang's urban brand image can boost the development of Luoyang. In March 2020, the Henan Provincial Party Committee and the Henan Provincial Government positioned Luoyang as a sub central city for international cultural exchanges. The government needs both internationalization and nationalization in the construction of an international cultural communication center. Internationalization is expressed through nationalization, characterization, and personalization. To complete this expression, innovation is required, and high-quality media supply is required. Luoyang's urban brand communication is particularly important in this context.

This study consists of five writing parts: The first part is an introduction, which mainly reviews the theoretical content from the perspective of the background, purpose, and significance of the topic selection, the current research status of urban brand communication and agenda setting theory at home and abroad, research content, and methods; The second part briefly explores the presentation of Luoyang's brand image in traditional media and new issues, respectively exploring the city of Luoyang in newspapers and film and television programs, as well as three types of media presentation on new media platforms, namely, a millennium old capital with a long history and profound cultural heritage, an outstanding tourism city with a blend of mountains and rivers, a shining ancient and modern landscape, and a national innovative city with outstanding technological strength and high-quality resources; The third part is mainly to explore the agenda settings used by the media to disseminate the city's brand image of Luoyang. Taking the relevant reports on Zhongxin. com on Luoyang as a case study, through sample collection and data analysis, it has conducted a detailed sorting from the number, form, genre, length, content, and source of the reports; The fourth part still takes Zhongxin. com as a case to explore the effectiveness and characteristics of agenda setting in the media's dissemination of Luoyang city brands; The fifth part analyzes the problems existing in the dissemination process of Luoyang city brands based on the conclusions of the previous article. First, the lack of diversity in media forms, and the insufficient attention paid by the government and the media; The second is the lack of in-depth and continuous reporting due to the single reporting content; Third, the communication mode is unidirectional and the interaction effect is poor. Based on local culture, we should mold urban symbols, use new methods, integrate old methods, and propose effective communication optimization strategies. First, we should coordinate the media, strengthen agenda setting, enrich the content of the agenda, expand the depth of agenda communication, and third, actively interact and timely feedback to improve the effectiveness of agenda communication. This article hopes to provide reference ideas for the construction and dissemination of Luoyang city brand image through the above research.