Author(s)

Xu Lu ¹

Affiliation(s)

¹ Xingzhi College of Xi’an University of Finance and Economics, Xi’an, China

Corresponding Author

Xu Lu

ABSTRACT

Shaanxi is not only the starting point of the ancient Silk Road, but also the origin of Chinese civilization. For a long time, its image of the "Thirteen Dynasties" ancient capital has been deeply rooted in the hearts of the people. However, with the Belt and Road construction process is accelerating, the image of a single old city can not meet the needs of development in the new horizon. How to excavate the rich cultural connotations of Shaanxi and build Shaanxi's image in the new era has become a new proposition. Based on the cross-cultural international communication of Shaanxi image, this paper explores the current situation and existing problems of the international construction of Shaanxi brand, and deeply discusses the positioning, communication strategy, and innovation direction of Shaanxi city image, to provide a reference for the external communication of Shaanxi international image.

KEYWORDS

Shaanxi, International image, External communication, Strategy

CITE THIS PAPER

Xu Lu. The Current Situation and Strategy of the International Communication of Shaanxi City Image. Journal of Sociology and Ethnology (2021) 3: 46-50. DOI: http://dx.doi.org/10.23977/jsoce.2021.030608

REFERENCES

[1] People's network http://yuqing.people.com.cn/n1/2020/0417/c209043-31676913.html [EB/OL],2020-04-17.
[2] Hebei Nan, SUN Hao. Analysis of the role of new media on the image shaping and communication of Xi'an city [j], 2018-08.

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