近年来，城市形象成为城市软实力的重要一环，对于城市竞争力提升有着重要作用。同时，社交媒体迅速发展，传播生态发生改变，这为城市形象传播提供了很好的发展契机。在这样的环境下，重庆、西安等网红城市崛起，在社交媒体上受到极大关注。本文首先基于CIS理论分析重庆在国内外社交平台上的城市形象，然后分析了重庆中英文官网的传播情况，更加全面地把握重庆城市形象传播现状。接下来，本文采用问卷调查法，调查受众对重庆城市形象的认知情况与认知渠道。最后，本文访谈多位专家，了解他们对重庆城市形象的评价以及对未来城市传播的建议。本研究发现在传播过程中重庆突出了旅游形象、节事活动品牌和经济形象的塑造。重庆城市形象传播体现了整体性和关联性，重庆城市视觉识别与行为识别能在一定程度上支撑“山水之城”和内陆开放高地的城市理念。在具体传播过程中，重庆城市官方尝试按照不同平台的特性投放合适内容，并初步实践了媒介整合传播，让不同平台之间形成传播合力。但是重庆城市形象也存在一些问题：首先，重庆城市形象庞杂、零散且缺乏独特性；其次，重庆官方对城市特色元素挖掘有限，城市特色未能得以凸显；还有一些内容与平台的针对性不足。从受众认知情况来看，重庆城市形象呈现出新与旧的融合态势，传统的重庆城市形象依然构成基础认知，新兴的城市形象认知度提升；但也呈现出认知单一化等问题，对城市资源的挖掘度不够。针对这些情况，本文提出几点建议：1.重庆需要明确城市品牌定位，聚焦到城市的差异化特色上，然后围绕城市定位，动员多元主体，开展整合传播。2.重庆需要继续做好网红城市打造工作，强化政府的引导作用，开发城市新爆点。3.重庆要根据不同平台的传播特点有针对性地进行传播。4.城市发展水平是传播的基础，城市要不断提升自身实力，保证城市传播拥有源头活水。有效传播城市形象可以极大提振市民的文化自信，提升城市凝聚力和影响力，最终增强城市的竞争力。
In recent years, city image has become an important part of city soft power, which plays an important role in enhancing city competitiveness. Besides, social media has provided a good opportunity for city image communication. Chongqing, Xi‘an and other Internet celebrity cities have received great attention on social media.This paper first analyzes Chongqing‘s city image on social media platforms at home and abroad based on CIS theory, and then analyzes the communication situation of Chongqing‘s official websites to grasp the current situation of Chongqing‘s city image communication more comprehensively. Next, this paper adopts the questionnaire survey method in order to investigate the audience‘s perception of Chongqing city image and the perception channels. And finally, several experts were interviewed to get their evaluation of Chongqing‘s city image and their suggestions.This study finds that Chongqing highlights the shaping of tourism image, festival event and economic image in the communication process. Chongqing city image communication has a holistic nature. It‘s visual and behavioral identity can support the city’s mind identity of "City of Mountains and Waters" and the inland open highland. In the specific communication process, Chongqing city officials try to put appropriate content according to the characteristics of different platforms, and initially practice media integrated communication. However, there are some problems with Chongqing‘s city image. First of all, Chongqing‘s city image is fragmented and lacks uniqueness. Secondly, Chongqing officials failed to fully display the city‘s characteristic elements, resulting in the city‘s characteristics not being highlighted. In addition, the published content is not relevant enough to the platform.In terms of audience perception, Chongqing‘s city image shows a convergence of the old and the new. The traditional image of Chongqing city still constitutes the basic perception, and the new city image also increases popularity. But it also presents problems such as cognitive homogeneity and insufficient excavation of urban resources. In response to these situations, this paper puts forward several suggestions: 1. Chongqing needs to clarify its city brand positioning, focus on the differentiated features of the city, and then mobilize multiple subjects around the city positioning to carry out integrated communication. 2. Chongqing needs to continue to do a good job of building an Internet celebrity city, strengthen the government‘s leading role, and develop new explosive points in the city. 3. Chongqing officials should understand the communication characteristics of different platforms. 4. The level of urban development is the basis of communication, and the city should continuously improve its own strength to ensure that urban communication has sufficient content supply. Effective communication of city image can greatly boost the cultural confidence of citizens, enhance the cohesiveness and influence, and ultimately strengthen the competitiveness of the city.
