本文選題：城市營(yíng)銷(xiāo)　切入點(diǎn)：建筑策劃理論　出處：《清華大學(xué)》2013年博士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨國(guó)內(nèi)社會(huì)經(jīng)濟(jì)發(fā)展、城市化水平的提高和城市競(jìng)爭(zhēng)的加劇，在全球化和市場(chǎng)經(jīng)濟(jì)作用下，城市營(yíng)銷(xiāo)作為城市解決全球化所帶來(lái)的城市問(wèn)題及應(yīng)對(duì)城市競(jìng)爭(zhēng)的有效途徑開(kāi)始受到廣泛關(guān)注，，越來(lái)越深入地根植于地區(qū)和城市的社會(huì)、經(jīng)濟(jì)、文化、科技、環(huán)境的綜合發(fā)展中。不同規(guī)模和類(lèi)型的城市更新是系統(tǒng)而復(fù)雜的城市演變活動(dòng)，需要通過(guò)前期策劃研究實(shí)現(xiàn)更新活動(dòng)的多方效益，也需要通過(guò)城市營(yíng)銷(xiāo)活動(dòng)提升更新項(xiàng)目的市場(chǎng)影響力。建筑策劃與城市營(yíng)銷(xiāo)同時(shí)作用于城市空間決策階段，受到地區(qū)、城市政策、經(jīng)濟(jì)、文化等因素的影響，針對(duì)城市空間提出的空間策劃具有提煉城市視覺(jué)形象特點(diǎn)的技術(shù)優(yōu)勢(shì)，在策劃學(xué)層面和城市建設(shè)領(lǐng)域與城市營(yíng)銷(xiāo)有共同的基礎(chǔ)與多方面的互動(dòng)機(jī)制，結(jié)合應(yīng)用將有助于分析解決城市更新中遇到的問(wèn)題。 論文介紹了城市營(yíng)銷(xiāo)與建筑策劃的相關(guān)背景，對(duì)國(guó)內(nèi)外城市營(yíng)銷(xiāo)學(xué)說(shuō)進(jìn)行引介，并從工作時(shí)序、工作內(nèi)容、研究方法層面探討兩者的結(jié)合點(diǎn)。以國(guó)內(nèi)外典型案例研究探討城市營(yíng)銷(xiāo)在城市更新中運(yùn)用的一般性規(guī)律，以及結(jié)合城市營(yíng)銷(xiāo)后建筑學(xué)、建筑策劃在其中運(yùn)用的特點(diǎn)。此外，本文通過(guò)對(duì)國(guó)際憲章和城市更新中涉及的戰(zhàn)略規(guī)劃、文保和動(dòng)遷法規(guī)制度、評(píng)估方法和公眾參與機(jī)制的研究，指出相應(yīng)政策對(duì)城市營(yíng)銷(xiāo)本身和建筑策劃的指導(dǎo)作用，分析其中主導(dǎo)和參與機(jī)構(gòu)，歸納與設(shè)想城市營(yíng)銷(xiāo)結(jié)合建筑策劃的基本組織模式。 論文探討了城市營(yíng)銷(xiāo)和建筑策劃的關(guān)聯(lián)性，在建筑策劃理論層面針對(duì)城市復(fù)雜問(wèn)題引入注重價(jià)值和效益的建筑策劃方法，提出非營(yíng)利性和需求導(dǎo)向的策劃思路，并在操作流程、分析方法、目標(biāo)定位、品牌建立幾個(gè)方面分析兩者的關(guān)聯(lián)性和建筑策劃對(duì)城市營(yíng)銷(xiāo)實(shí)施方法上的借鑒。論文進(jìn)一步提出了結(jié)合城市營(yíng)銷(xiāo)的建筑策劃方法的范圍和流程，和空間策劃的特點(diǎn)：通過(guò)城市形態(tài)學(xué)方法構(gòu)建城市形象，品牌化的策劃模式，借助城市營(yíng)銷(xiāo)多維度的溝通機(jī)制并積極創(chuàng)造營(yíng)銷(xiāo)的環(huán)境氛圍。論文最后通過(guò)對(duì)美國(guó)世貿(mào)街區(qū)重建和北京金融街拓展兩個(gè)案例的完整分析、對(duì)比研究，更深入的研究和理解結(jié)合城市營(yíng)銷(xiāo)的建筑策劃的運(yùn)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.
【學(xué)位授予單位】：清華大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：TU984.114

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