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2020年第4期   DOI:10.19830/j.upi.2018.382
城市营销带动城市更新 —— 从“古根海姆效应”到“毕尔巴鄂效应”
Urban Marketing to Drive Urban Regeneration: From the Guggenheim Effect to the Bilbao Effect

王懿宁 陈天 臧鑫宇

Wang Yining, Chen Tian, Zang Xinyu

关键词:城市营销;城市更新;毕尔巴鄂;古根海姆效应;城市文化

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

摘要:

随着城镇化的不断发展,提升城市文化软实力逐渐成为城市更新中不可或缺的内容。城市营销作为城市发展的催化剂,可为城市更新规划提供新的思路和方法。以经典的古根海姆效应为例,分析古根海姆博物馆营销带动毕尔巴鄂长期更新的作用机制,评估近20 余年其对毕尔巴鄂经济、社会、文化等方面起到的作用。研究表明,协调高效的组织管理、动态长效的更新机制、专业国际化的营销策略和根植本土的内生动力是毕尔巴鄂模式成功的关键,这为我国城市更新活动提供了借鉴。


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.


版权信息:
基金项目:国家自然科学基金项目(51578366),教育部哲学社会科学研究重大课题攻关项目(15JZD025)资助
作者简介:

王懿宁,天津大学建筑学院,硕士研究生。yiningwang_sophie@qq.com

陈天,工学博士,天津大学建筑学院,教授,博导,一级注册建筑师,城市空间与城市设计研究所所长。teec@tju.edu.cn

臧鑫宇,工学博士,天津大学建筑学院,研究员,国家注册城市规划师,城市空间与城市设计研究所副所长。zangxinyutju@126.com


译者简介:

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