On all-media international communication of Jingdezhen’s city brand of Millennium Porcelain Capital
景德镇“千年瓷都”城市品牌全媒体国际传播研究

摘要

“景德镇手工瓷业遗存”成功入选《世界遗产名录》，为景德镇“千年瓷都”城市品牌国际传播提供了新的契机。当今全媒体时代，传统媒体与新兴媒体深度融合，应充分发挥它们的优势，从传播主体、传播内容、传播渠道、传播受众和传播反馈五个方面，思考景德镇城市品牌的国际传播实践路径，为讲好中国陶瓷故事、增强文化软实力提供借鉴。

Abstract

Jingdezhen Handicraft Porcelain Industry Sites has been successfully added to the World Heritage List, which provides a new opportunity for the international communication of Jingdezhen’s city brand of Millennium Porcelain Capital. In the present all-media era, the traditional and emerging media have deeply integrated with each other. It is suggested that we should make full use of the advantages of the two kinds of media, and think over the practice paths for the international communication of Jingdezhen’s city brand from five aspects of communication subjects, communication contents, communication channels, communication audience and communication feedback so as to provide references for better telling Chinese ceramic stories and enhancing cultural soft power.