设计视角下的品牌化城市策略  

CITY BRANDING AS A DESIGN STRATEGY

作　　者：王英哲 Wang Yingzhe

机构地区：[1]上海地东建筑设计事务所有限公司城市设计研究中心 [2]DC学院

出　　处：《当代建筑》2021年第11期136-139,共4页Contemporary Architecture

摘　　要：本文将市场营销,尤其是地方营销领域中的"品牌城市"概念与城市设计相结合,探讨通过空间设计主动塑造城市品牌的可能性,并以DC国际的城市设计项目为例,提出五种针对不同情况的"品牌化"策略,以期推动设计活动更好地提升城市魅力,对塑造城市可识别性产生更为积极的作用。This article concentrates on the integration of marketing,especially the concept of"city branding"in the field of place marketing with urban design,explores the possibility of building city brands proactively through spatial design,and brings forward five"Branding"strategies in response to diversified situations with DC Alliance's urban design projects as examples,with a view to promoting urban design practices'role in enhancing city fascination and building city identity.

关 键 词：品牌化城市 城市设计 城市策略 

分 类 号：TU984[建筑科学—城市规划与设计]