The Communication Strategy of Xi'an City Image on Douyin based on the SWOT Analysis

With the rapid development of digitalization and globalization, the dissemination of city image has gradually become an important part of urban competitiveness. This article uses the SWOT analysis method to explore Xi'an's city image dissemination strategy on the Douyin platform and its strengths, weaknesses, opportunities and threats. This study points out that Xi'an has significant advantages in city image dissemination with its rich historical and cultural heritage and tourism resources. However, disadvantages such as content homogeneity and insufficient public services restrict the dissemination effect. At the same time, the implementation of new policies and the application of innovative technologies provide Xi'an with opportunities to further enhance its international reputation, but competition from other historical and cultural cities and changes in platform policies also pose potential threats. This article finally suggests that Xi'an should respond to external changes through content innovation, user participation and multi-platform cooperation, continuously optimize the city image dissemination strategy, and establish a more distinctive and attractive Xi'an city image.