在全球化和信息化驱动的城市竞争时代,通过新媒体平台传播城市品牌形象,是提升北京国际影响力的重要途径,也是北京国际交往中心建设的题中应有之义。基于北京@VisitBeijing和@Beijing2022,以及东京@TokyoArts&Culture和@Tokyo2020这4个城市推特账号7267条推文的数据分析显示,北京和东京在推特平台上各自形成了鲜明的城市品牌形象,北京的官方账号显示出更好的发展势头,但与东京相比,北京城市品牌传播矩阵尚不完善,国际“存在感”弱于东京,在城市品牌传播的互动性和影响力等方面有较大的提升空间。
<<In the era of urban competition driven by globalization and informatization,to enhance city image through new media platform is an important way to promote Beijing international influence,as well as an essential approach to build Beijing as the center of exchange. Data analysis based on 7,627 tweets of four cities Twitter accounts,including Beijing @Visit Beijing,@Beijing2022 and Tokyo @Tokyo Arts&Culture,@Tokyo2020,shows the distinct image of Beijing and Tokyo on Twitter. Beijing’s official account also shows a better momentum. However,compared with Tokyo,Beijing’s city brand communication matrix is not complete,and its sense of “presence” is weaker than Tokyo’s. Besides,both the cities’ accounts need to improve in terms of the interactivity and influence.
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