Exploring City Image Communication Strategy of Hefei's New Government Media

City image is a comprehensive evaluation and understanding of a city's internal comprehensive strength, surface development vitality and future development prospects by the communication public. With the development of new media technology and changes in the communication environment, the government's new media has entered the era of short videos, which have become an important medium for spreading the city image. This article studies the city image communication strategy of the government's Douyin account "Hefei Traffic Police" through questionnaire surveys and other research methods. Based on the survey results, the article summarises the city image communication strategy of the government Douyin account "Hefei Traffic Police" from three aspects: form, content, and audience. It analyses the acceptability of its communication effect. Based on the problems, it proposes that the government Douyin account "Hefei Traffic Police" must pay attention to the deep work of content, meet the needs of the audience, innovate communication methods, and promote positive ideas.