全球形象构建：汉堡港口新城巨型工程的营销策略  

Global Image Making:Marketing Strategies of Megaproject-Hafencity in Hamburg

作　　者：黄耿志[1] 薛德升[1] 苏狄德[2] 

机构地区：[1]中山大学城市与区域规划系 [2]中山大学

出　　处：《国际城市规划》2011年第1期72-76,共5页Urban Planning International

基　　金：国家自然科学基金项目(40771066);“十一五”国家科技支撑计划项目“全球环境变化应对技术研究与示范”(2007BAC03A00);教育部博士点基金项目(20090171110039)

摘　　要：如何构建一个有利于吸引全球投资资本的城市形象是地方在推动城市全球化发展中的重要问题。以汉堡港口新城为例,从全球竞争下汉堡都市区发展背景出发,分析汉堡以巨型工程建设为全球化发展战略实施点,通过采取塑造欧洲都市发展新典范、展现项目建设过程、举办国际建筑竞赛与创造文化资本的营销策略体系构建了一种有利于吸引投资资本的全球形象,揭示了地方政府推进城市国际化发展的一种作用方式,即利用重点发展项目建设,结合地方历史和文化特征,通过合适的营销策略体系构建城市的全球形象是吸引全球投资资本、促进城市国际化建设的有效方式。One of the key questions for the local government to promote the city developing globally is how to make a city image that is attractive for global investment capital.Based on the case study of Hafencity Hamburg,this paper analyzes the way in which Hamburg government responds globalization by implementing a mega-project viewed as important part of international development strategies of Hamburg metropolis,revealing one effective role that local government can play in promoting the formation of a global city.Hafencity Hamburg employs such marketing strategies as making Hafencity as a new development model in European metropolis,selling the building process,organizing international architecture competitions and creating cultural capital,to make a global image for attracting investment capital from the world.It is considered that making a global image of the city by initiating a significant mega-project and using right marketing strategies based on the consideration of local history and culture is an effective way to attract global investment capital as well as promote the building of the international city.

关 键 词：全球化 全球形象 营销 汉堡港口新城 

分 类 号：F274[经济管理—企业管理] F299.1[经济管理—国民经济]