Wang Yining, Chen Tian, Zang Xinyu

Keywords： Urban Marketing; Urban Regeneration; Bilbao; Guggenheim Effect; Urban Culture

Abstract：

With the continuous development of urbanization, upgrading culture as soft power has gradually become an indispensable part of urban regeneration. As a catalyst for urban development, urban marketing can provide new ideas and methods for urban regeneration planning. Taking the classic Guggenheim effect as an example, this paper analyzes the mechanism of Bilbao’s regeneration through the Guggenheim Museum marketing, and evaluates its influence on Bilbao’s economic, society, culture and urban space over the past 20 years. It shows that coordinated and efficient organization and management, dynamic and long-term renewal mechanism, professional and international marketing strategy and power rooted in local are the keys to the success of the Bilbao model, and this research can provide reference for urban regeneration activities in China.

Funds：

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