在我国城市更新中城市营销与建筑策划的互动研究
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摘要
随国内社会经济发展、城市化水平的提高和城市竞争的加剧，在全球化和市场经济作用下，城市营销作为城市解决全球化所带来的城市问题及应对城市竞争的有效途径开始受到广泛关注，越来越深入地根植于地区和城市的社会、经济、文化、科技、环境的综合发展中。不同规模和类型的城市更新是系统而复杂的城市演变活动，需要通过前期策划研究实现更新活动的多方效益，也需要通过城市营销活动提升更新项目的市场影响力。建筑策划与城市营销同时作用于城市空间决策阶段，受到地区、城市政策、经济、文化等因素的影响，针对城市空间提出的空间策划具有提炼城市视觉形象特点的技术优势，在策划学层面和城市建设领域与城市营销有共同的基础与多方面的互动机制，结合应用将有助于分析解决城市更新中遇到的问题。
论文介绍了城市营销与建筑策划的相关背景，对国内外城市营销学说进行引介，并从工作时序、工作内容、研究方法层面探讨两者的结合点。以国内外典型案例研究探讨城市营销在城市更新中运用的一般性规律，以及结合城市营销后建筑学、建筑策划在其中运用的特点。此外，本文通过对国际宪章和城市更新中涉及的战略规划、文保和动迁法规制度、评估方法和公众参与机制的研究，指出相应政策对城市营销本身和建筑策划的指导作用，分析其中主导和参与机构，归纳与设想城市营销结合建筑策划的基本组织模式。
论文探讨了城市营销和建筑策划的关联性，在建筑策划理论层面针对城市复杂问题引入注重价值和效益的建筑策划方法，提出非营利性和需求导向的策划思路，并在操作流程、分析方法、目标定位、品牌建立几个方面分析两者的关联性和建筑策划对城市营销实施方法上的借鉴。论文进一步提出了结合城市营销的建筑策划方法的范围和流程，和空间策划的特点：通过城市形态学方法构建城市形象，品牌化的策划模式，借助城市营销多维度的沟通机制并积极创造营销的环境氛围。论文最后通过对美国世贸街区重建和北京金融街拓展两个案例的完整分析、对比研究，更深入的研究和理解结合城市营销的建筑策划的运用模式和效果。
With the development of society, economics and urbanization, the growingcompetition of cities, and with the joint effort of globalization and the market economy,city marketing has been paid more and more attention in domestic urban spacedecision-making process, as it is seen as an effective way to solve the resulting urbanproblems in the process, which has been rooted into the comprehensive development inrealms of regional and urban development. Urban Regeneration of different types anddimensions is a systematic and sophisticated process of urban transformation, in whicharchitectural programming is needed to analyse and realize multimentional interestswith city marketing to enlarge its market influence. Architectural programming and citymarketing both could take effect in the urban space decision-making process, and bothare affected by multiple local elements in policies, economy and culture etc. Urbanspatial programming and design which is on the basis of architectural programming iscritical in create city image technologically, with relative basis of city marketing andcooperative interaction in several aspects to better solve possible problems in urbanregeneration.
This dissertation begins with the background studies of city marketing and spatialprogramming, then introduces the main theories of city marketing, with the study ofrelativities of the two subjects, and comes to the spatial programming methodologiescombined with city marketing along with examples further demonstrating thecooperative interaction and general patterns in the process. In addition, based on thestudy of International Charter and strategic planning, historic preservation andresettlement regulations and the evaluation method and the mechanism of publicparticipation in the system, this dissertation points out the corresponding policy to guidecity marketing and the dominant participating organizations to summarize the basicorganization mode of architectural programming combined with city marketing.
This dissertation discusses the corelation between city marketing and architecturalprogramming, putting forward value and benefits focused architectural programming intheoretical dimension, with non-profit and demand orientation in programming idea.Then it analyzes the operation process, method, target positioning, and brand buildingaspects between the two targets and how architecture programming can utilize the implementation method of city marketing process. The dissertation further puts forwardthe scope and process of programming method based on correlation with city marketing,and the correspondent spatial programming characteristics: the construction of cityimage through the method of city morphology, brand programming modes, thecommunication mechanism of city marketing in multi-dimensions and actively creatingcommunicational environment. Finally through the complete analysis and comparativestudy on two cases of the Ground Zero redevelopment and the expantion of BeijingFinancial Street regeneration, this dissertation carries out a more in-depth research andunderstanding of city marketing correlated architecture programming and its applicationmode and effect.
论文介绍了城市营销与建筑策划的相关背景，对国内外城市营销学说进行引介，并从工作时序、工作内容、研究方法层面探讨两者的结合点。以国内外典型案例研究探讨城市营销在城市更新中运用的一般性规律，以及结合城市营销后建筑学、建筑策划在其中运用的特点。此外，本文通过对国际宪章和城市更新中涉及的战略规划、文保和动迁法规制度、评估方法和公众参与机制的研究，指出相应政策对城市营销本身和建筑策划的指导作用，分析其中主导和参与机构，归纳与设想城市营销结合建筑策划的基本组织模式。
论文探讨了城市营销和建筑策划的关联性，在建筑策划理论层面针对城市复杂问题引入注重价值和效益的建筑策划方法，提出非营利性和需求导向的策划思路，并在操作流程、分析方法、目标定位、品牌建立几个方面分析两者的关联性和建筑策划对城市营销实施方法上的借鉴。论文进一步提出了结合城市营销的建筑策划方法的范围和流程，和空间策划的特点：通过城市形态学方法构建城市形象，品牌化的策划模式，借助城市营销多维度的沟通机制并积极创造营销的环境氛围。论文最后通过对美国世贸街区重建和北京金融街拓展两个案例的完整分析、对比研究，更深入的研究和理解结合城市营销的建筑策划的运用模式和效果。
With the development of society, economics and urbanization, the growingcompetition of cities, and with the joint effort of globalization and the market economy,city marketing has been paid more and more attention in domestic urban spacedecision-making process, as it is seen as an effective way to solve the resulting urbanproblems in the process, which has been rooted into the comprehensive development inrealms of regional and urban development. Urban Regeneration of different types anddimensions is a systematic and sophisticated process of urban transformation, in whicharchitectural programming is needed to analyse and realize multimentional interestswith city marketing to enlarge its market influence. Architectural programming and citymarketing both could take effect in the urban space decision-making process, and bothare affected by multiple local elements in policies, economy and culture etc. Urbanspatial programming and design which is on the basis of architectural programming iscritical in create city image technologically, with relative basis of city marketing andcooperative interaction in several aspects to better solve possible problems in urbanregeneration.
This dissertation begins with the background studies of city marketing and spatialprogramming, then introduces the main theories of city marketing, with the study ofrelativities of the two subjects, and comes to the spatial programming methodologiescombined with city marketing along with examples further demonstrating thecooperative interaction and general patterns in the process. In addition, based on thestudy of International Charter and strategic planning, historic preservation andresettlement regulations and the evaluation method and the mechanism of publicparticipation in the system, this dissertation points out the corresponding policy to guidecity marketing and the dominant participating organizations to summarize the basicorganization mode of architectural programming combined with city marketing.
This dissertation discusses the corelation between city marketing and architecturalprogramming, putting forward value and benefits focused architectural programming intheoretical dimension, with non-profit and demand orientation in programming idea.Then it analyzes the operation process, method, target positioning, and brand buildingaspects between the two targets and how architecture programming can utilize the implementation method of city marketing process. The dissertation further puts forwardthe scope and process of programming method based on correlation with city marketing,and the correspondent spatial programming characteristics: the construction of cityimage through the method of city morphology, brand programming modes, thecommunication mechanism of city marketing in multi-dimensions and actively creatingcommunicational environment. Finally through the complete analysis and comparativestudy on two cases of the Ground Zero redevelopment and the expantion of BeijingFinancial Street regeneration, this dissertation carries out a more in-depth research andunderstanding of city marketing correlated architecture programming and its applicationmode and effect.
引文
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区域范围：增加城市更新的区域影响力的城市营销策划；城市尺度：重点功能区振兴的策划模式；街区尺度：城市街区更新结构优化的策划模式；建筑尺度：
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①颁布于1949年的美国住房法案（Housing Act，1949）对推动美国城市更新起到了很大作用，这一法案让联邦政府为征收城市贫民窟土地提供三分之二的资金，地方政府支付另外三分之一，之后土地交由私人地产商建设新的住宅，1949年法案中对城市更新对应的英文为Urban redevelopment；艾森豪威尔政府在1954年修订颁布的住房法案（Housing Act，1954）中采用了Urban renewal来叙述城市更新行为，修订后的法案规定联邦住房管理局（FHA）为城市更新项目提供担保抵押贷款，更加受到私人房地产商的青睐，从而进一步促进了美国大规模城市更新活动的实施。
②参见中华人民共和国中央人民政府网站《中华人民共和国城乡规划法》,http://www.gov.cn/ziliao/flfg/2007-10/28/content_788494.htm
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②南新仓文化休闲街以文化创意为主题，街区占地面积2.6公顷，建筑面积达到3.2万平方米，2007年开始经营，以文化、休闲两大类业态功能为主，演绎昆曲版《牡丹亭》专场三百余场次。街区注重品牌文化建设，力求做到使历史文化遗产与街区建设发展有机融合。
①资料来源：北京市危改遗留项目进展情况总表（2010年11月）
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③全文载于世博会官方网站：http://www.expo2010.cn/expo/chinese/rdzt/expobgzy/userobject1ai29262.html
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①参见《深圳市城市更新办法》中第十二条（2009年）
②参见北京市住房和城乡建设委员会网站《北京市国有土地上房屋征收房地产价格评估机构选定办法》http://www.bjjs.gov.cn/publish/portal0/tab1284/info66800.htm
①资料来源：http://www.beijing.gov.cn/zfzx/qxrd/xcq/t1206257.htm
②《城市规划资料集》第八分册《城市历史保护与城市更新》
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②One of the most widely cited definitions is that of the United Nations Development Programme (UNDP). TheUNDP describes governance as,“the system of values, polices and institutions by which a society manages itseconomic, political and social affairs through interactions within and among the state, civil society and privatesector. It is the way a society organizes itself to make and implement decisions–achieving mutual understanding,agreements and action…Governance, including its social, political and economic dimensions, operates at everylevel of human enterprize, be it the household, village, municipality, nation, region or globe.”(UNDP,2004ascited in Fakier et al,2005:4)
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区域范围：增加城市更新的区域影响力的城市营销策划；城市尺度：重点功能区振兴的策划模式；街区尺度：城市街区更新结构优化的策划模式；建筑尺度：
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