在我国城市更新中城市营销与建筑策划的互动研究

发布时间：2018-03-20 18:32

本文选题：城市营销　切入点：建筑策划理论　出处：《清华大学》2013年博士论文　论文类型：学位论文

【摘要】：随国内社会经济发展、城市化水平的提高和城市竞争的加剧，在全球化和市场经济作用下，城市营销作为城市解决全球化所带来的城市问题及应对城市竞争的有效途径开始受到广泛关注，，越来越深入地根植于地区和城市的社会、经济、文化、科技、环境的综合发展中。不同规模和类型的城市更新是系统而复杂的城市演变活动，需要通过前期策划研究实现更新活动的多方效益，也需要通过城市营销活动提升更新项目的市场影响力。建筑策划与城市营销同时作用于城市空间决策阶段，受到地区、城市政策、经济、文化等因素的影响，针对城市空间提出的空间策划具有提炼城市视觉形象特点的技术优势，在策划学层面和城市建设领域与城市营销有共同的基础与多方面的互动机制，结合应用将有助于分析解决城市更新中遇到的问题。论文介绍了城市营销与建筑策划的相关背景，对国内外城市营销学说进行引介，并从工作时序、工作内容、研究方法层面探讨两者的结合点。以国内外典型案例研究探讨城市营销在城市更新中运用的一般性规律，以及结合城市营销后建筑学、建筑策划在其中运用的特点。此外，本文通过对国际宪章和城市更新中涉及的战略规划、文保和动迁法规制度、评估方法和公众参与机制的研究，指出相应政策对城市营销本身和建筑策划的指导作用，分析其中主导和参与机构，归纳与设想城市营销结合建筑策划的基本组织模式。论文探讨了城市营销和建筑策划的关联性，在建筑策划理论层面针对城市复杂问题引入注重价值和效益的建筑策划方法，提出非营利性和需求导向的策划思路，并在操作流程、分析方法、目标定位、品牌建立几个方面分析两者的关联性和建筑策划对城市营销实施方法上的借鉴。论文进一步提出了结合城市营销的建筑策划方法的范围和流程，和空间策划的特点：通过城市形态学方法构建城市形象，品牌化的策划模式，借助城市营销多维度的沟通机制并积极创造营销的环境氛围。论文最后通过对美国世贸街区重建和北京金融街拓展两个案例的完整分析、对比研究，更深入的研究和理解结合城市营销的建筑策划的运用模式和效果。
[Abstract]:With the development of domestic society and economy, the improvement of urbanization level and the aggravation of urban competition, under the influence of globalization and market economy, As an effective way for cities to solve the urban problems brought about by globalization and to cope with urban competition, urban marketing has been paid more and more attention to, and has become more and more deeply rooted in the social, economic, cultural, scientific and technological aspects of the regions and cities. In the comprehensive development of environment. Urban renewal of different scale and type is a systematic and complex urban evolution activity. It is also necessary to enhance the market influence of renewal projects through urban marketing activities. Architectural planning and urban marketing act simultaneously in the decision-making stage of urban space, which is influenced by regional, urban policy, economic, cultural and other factors. The spatial planning proposed by urban space has the technical advantages of refining the characteristics of urban visual image, and has a common foundation and multi-aspect interactive mechanism in the field of planning and urban construction and urban marketing. Combined application will be helpful to analyze and solve the problems encountered in urban renewal. This paper introduces the background of urban marketing and architectural planning, introduces the theories of urban marketing at home and abroad, and introduces the work sequence and content. The general law of urban marketing in urban renewal and the characteristics of architectural planning in urban renewal after urban marketing are discussed with typical case studies at home and abroad. Based on the study of the strategic planning, the legal system of civil insurance and relocation, the evaluation methods and the mechanism of public participation in the international charter and urban renewal, this paper points out the guiding role of the corresponding policies to the urban marketing itself and architectural planning. This paper analyzes the leading and participating organizations and summarizes and conceive the basic organization model of urban marketing combined with architectural planning. This paper discusses the relationship between urban marketing and architectural planning, introduces the value- and benefit-oriented architectural planning methods to the complex urban problems in the architectural planning theory, and puts forward the planning thinking of non-profit and demand-oriented planning. And in the operation flow, analysis methods, target positioning, The relationship between the two and the reference of architectural planning to the implementation of urban marketing are analyzed in several aspects of brand establishment. The scope and process of architectural planning method combined with urban marketing are further put forward in this paper. And the characteristics of spatial planning: through the method of urban morphology to construct the image of the city, brand planning mode, With the help of the multi-dimensional communication mechanism of urban marketing and actively creating the environment atmosphere of marketing, this paper makes a comparative study on the reconstruction of the World Trade Center in the United States and the expansion of the Beijing Financial Street through the complete analysis of the two cases. More in-depth research and understanding of urban marketing combined with the use of architectural planning model and effect.
【学位授予单位】：清华大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：TU984.114

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