建筑艺术在城市品牌营销中的应用探究  

The application of Architectural Art in City Brand Marketing

作　　者：吴保春[1] 

机构地区：[1]深圳大学文化产业研究院

出　　处：《广西民族大学学报（哲学社会科学版）》2017年第3期179-183,共5页JOURNAL OF GUANGXI MINZU UNIVERSITY:PHILOSOPHY AND SOCIAL SCIENCE EDITION

基　　金：国家社会科学基金重大项目"文化与科技融合创新的内在机理与战略路径研究"(项目编号:11&ZD023);广东省教育厅创新团队建设项目"文化产业与文化创新研究"(2015WCXTD002)

摘　　要：经过十多年探索,城市品牌营销的基础理论逐成体系,但城市品牌营销实操方面,则关注极少。随着中国新型城镇化建设进入攻坚期,科学引导建筑艺术在城市品牌营销中的应用刻不容缓。在借鉴前人研究成果基础上,辩证分析了建筑艺术在城市品牌营销中的应用价值和应用误区,提出了应坚持文脉、第一法则、需求等三大主要法则思想,力争拓展城市品牌营销实操研究新领域,为当前中国城镇化建设实践提供借鉴与参考。After exploration and research for more than 10 years, the basic theory of urban brand marketing has gradually become systematic, but its practice has rarely been concerned. With the further development of new urbanization in China, it is urgent to scientifically guide the application of architectural art in city brand marketing. Based on the previous research results, the paper makes a dialectical analysis of the application value and application pitfalls of architectural art in city brand marketing, proposes the ideal of three major laws that the application of architectural art in city brand marketing should adhere to city context, achieve ＂the first＂ in particular aspect and meet the needs of city customers, in order to expand new areas of practical operation of city brand marketing and to provide reference for the practice of the current urbanization construction in China.

关 键 词：建筑艺术 城市品牌营销 城市文脉 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济]