Analysis on the Communication Strategy of Xi’an City Image in the New Media Environment

In the new media environment, the media's communication subject, communication channels, and communication methods have all changed. In the process of building and disseminating the image of the city, Xi’an should change the previous top-down propaganda concept, make full use of the advantages of new media, enrich the communication subject, give play to the interactive features of new media, and realize cross-media communication strategy under the guidance of the overall communication concept. These can make the image of Xi'an, a historic city and "capital of hard technology", be known and recognized by the visitors, so as to better enhance the city's outward orientation and reputation.