Research on Xi'an Image Building Based on SPSS Data Analysis

The government affairs WeChat official account has not only become a new way for the government to communicate with the public and establish a good public image, but also a new channel for the government to publicize the city image. This paper takes “Xi'an Release” as the research object. For all articles published in 2021, the software SPSS22.0 is used to analyze the factors that affect its communication influence, from the perspective of content topics, content source, information release form and information release time. Finally, for the purpose of improving the image of Xi'an, we propose some strategies to the operating of “Xi'an Release”. In the process of city image publicity by new government media, it is suggested that “Xi'an Release” should be based on the city's own position, constantly enrich its own communication forms, take the needs of the audience as the focus, strengthen interaction, enhance the communication effect, and promote the effective communication of the city image.