如何实现城市元素的市场表达——以福州市为例  

How to achieve market expression of urban elements——Taking Fuzhou as an example

作　　者：戴程[1] 刘敬[1] 李群[1] DAI Cheng;LIU Jing;LI Qun(Mingjiang College,Fuzhou 350108 China)

机构地区：[1]闽江学院人文与传播学院,福建福州350108

出　　处：《新余学院学报》2018年第4期28-32,共5页Journal of Xinyu University

基　　金：中共福州市委宣传部委托项目"如何实现福州元素的市场表达"(3020400401)

摘　　要：城市元素的感知意象可从人文历史、自然、工艺美术、美食文化、现代设施等方面体现出来。福州市作为千年古城,应以适应新媒体传达为主旨,将坊巷文化、榕文化作为城市元素的市场表达突破口,兼顾市民传播的内部营销和国内外传播的外部营销两个角度,做好城市营销规划。将闽都文化作为城市内涵建设的核心,并在对城市元素的梳理过程中进行城市的再定位,从城市节点、城市边界、城市雕塑、城市建筑综合VI建设、公共设施的软硬件建设等方面进行市场元素的符号更新与品牌塑造,以期达到"做活坊巷里"和"做全榕树下"的城市形象品牌新高度。The perceptual images of urban elements can be reflected from the aspects of human history,nature,arts,crafts,food culture and modern facilities. As an ancient city,Fuzhou should adopt the principle of adapting to the new media,and realize the breakthroughs in the market expression of Fangxiang culture and Banyan Tree culture as the urban elements. It should also take into account both the internal marketing of citizen communication and the external marketing of domestic and foreign dissemination. Taking the Mindu Culture as the core of urban connotation construction,it should re-position the city according to the city nodes,city borders,urban sculpture,integrated VI,hardware and software construction of public facilities,etc. and carry out symbolic updating and brand building of market elements in order to achieve a new height of the brand image of the city of ＂ making the Lane Alley culture prosperous＂ and ＂ creating a full Banyan Tree culture＂

关 键 词：福州 城市元素 市场表达 城市文化 城市营销 

分 类 号：F299.2[经济管理—国民经济]