中国城市形象推广调查报告

　　摘要

　　城市形象推广对于城市的发展具有重要的影响力和推动作用。本研究通过上海交通大学舆情研究实验室社会调查中心对全国36个城市的电话随机抽样调查，邀请受访者对这些城市的形象进行评价，以形成中国城市形象推广调查报告。报告就受访者对负面报道数量、政务微博营销和城市形象提升三个方面的认可度进行比较，得出中国城市形象推广的整体情况，并分析了受访者对城市形象推广各方面认可度差异的原因。最终在调查的基础上提出通过大型活动、广告宣传和利用大众媒介等行为提高和推广城市形象的建议和对策。

　　关键词：城市形象 广告宣传 形象营销

　　Abstract

　　The image promotion of cities has a great impact on the development of cities. In order to form the report on the image promotion among cities in China，the Social Investigation Center of Public Opinion Research Laboratory of Shanghai Jiaotong University investigated residents from 36 cities in China by telephone survey，and the randomly selected respondents were invited to evaluate the images of the cities. The report made comparisons among respondents’ perceptions on the negative reports，government promotion on the microblog platform，and image improvement of the cities，shed light on the overall situation of the image promotion of each city，analyzed the reasons that make the differences among respondents’ perceptions，and finally，provided suggestions and strategies in promoting city image based on the survey，such as holding large-scale activities，adverting，and making use of the mass media，etc.

　　Keywords：Advertising  City Image  Image marketing