基于“互联网+”的哈尔滨冰雪旅游城市形象塑造与传播

摘要

In the new media age, the profound change of spreading ecology gives an opportunity for shaping and spreading the city tourism image. Based on the "Internet +", the Key of shaping Harbin ice-snow tourism image is to make the image of "020 ice-snow tourism city", to get through online and offline combination of tourism ecological chain. In the environment of full media and communication, it suggests the strategy to subdivide the audience for precisely pushing information, to integrate marketing through cross-media and interactive communication, experiential and intelligent communication. That is an important way for shaping and spreading the city image of Harbin ice-snow tourism.%在新媒体时代，传播生态发生了深刻变革，也为城市旅游形象的塑造和传播带来了新的契机。基于“互联网+”的哈尔滨冰雪旅游城市形象塑造的关键在于打造其“O2O冰雪旅游城市”形象，打通线上与线下相结合的旅游生态链。在全媒介与全传播环境下，细分受众，进行信息的精准推送，通过跨媒介传播、互动式传播、体验式传播、智能化传播策略进行整合营销是哈尔滨冰雪旅游城市形象传播力形成与提升的重要路径。