冰雪赛事流量传播与城市形象塑造的协同发展研究

中图分类号：G80-051 文献标识码：A 文章编号：1002-3488（2025）05-0001-05

Abstract：As an important carrer ofurbanculture and brand communication，exploring the traffccommunication path of ice and snow events conforms to thecore conceptof “people-centered”in urban renewal initiatives.By analyzing the collaborative development logic between the trafic communication of ice and snow events and urban image shaping，this study points out that the traffc communication of ice and snow events can empower the construction of urban image，and at the same time，the urban image can also promote the improvement of the traffic communication of ice and snow events.However， there are currently several development dilemmas in this collaborative proces： the weak cultural expresson of ice and snow events undermines the depth of urban image

communication; the rigid one-way communication modelbreakstheclosed loopof eventcommunication feedback;thebackward technical support system affectsthedigital expressionofurban image;and the lack of a collaborative governance mechanism restricts theintegrationof event communication and urban image. Corresponding development paths are proposed asfollows：at the cultural collaboration level，deepen theintegration of ice and snow culture to strengthen

the appeal of urban communication;at the media collaboration level，link multiple communication platforms to expand the radiation power of event traffc;at the technicalcollaboration level，promote theapplicationof digital technology to enhance the expressive power of content presentation;at the governancecollaboration level，improve the governance operation mechanism to release the integration power of eventcommunication. Byreconstructing the value logic ofice and snow event communication，this study aims to drive theconstruction of urbancultural identity，the transformationandupgradingofthe economy，andtheimprovementof governance capacity，thereby promoting the high-quality development of cities and the construction of a culturally powerful country in China.

Keywords：iceand snowevents;traffccommunication; urban image shaping; collaborative development

在当前国家大力推进城市更新行动的背景下，冰雪赛事流量传播与城市形象塑造的协同发展迎来新的战略机遇。（剩余7822字）