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Culture is the soul of a city, it is a city is able to distinguish the individual character place at other city, include the history of whole town and tradition.

-- preface

21 centuries, it is the times of urban economy. Of area contend for, show outstanding list the competition between the city. Rise in this a large number of heroes, each usher coquettish era, who is had taller famous degree, who is possible in intense competition chess first. Accordingly, many cities film figure piece carried the order of the day. Be in tradition and contemporary between, urban image advertisement, dialing move the flourishing age ictus of the country in now.


One, urban sale go ahead of the rest

Urban competition ability decides the immanent quality at oneself admittedly, but also need explicit propagandist promotion. Sale nature is a of competition ability main component. The city changes the formation of old structure, those who allow urban sale is strategical the meaning is highlighted undoubted.

"Urban sale " concept, result from the earliest of the west " national sale " concept. Urban sale all sorts of resource the city, product and service, sell to purchaser with the method of modern market sale, include environment of atmosphere of product, enterprise, brand, culture, commerce, investment climate and even urban image and person to occupy a lot of side such as the environment.

Urban sale, the development that can be a city brings huge exciting action. Good figure got establishing, with respect to the benign development that can promote a city further. For instance,[link widoczny dla zalogowanych], the sale of science and technology of Shenzhen city, for the new and high science and technology of Shenzhen development brought huge stimulative action, conversely also establish the position that Shenzhen regards China as center of development of new and high technology.

In urban sale process, appear easily the main body amlposition of sale city, offside, the government often locates have by accident, use too much resource at sale city directly. Competing more and more intense also modern society, how does urban definition avoid " empty shell is changed " , search on content even those who allow oneself is accurate affirmatory.

2, establish theme culture

United Nations Organization puts forward clearly in standard of urban economy, culture, program: "Distinction just has presence, lose existence without discriminative general. " this simple truth is the philosophy that the city lives.

The data makes clear, hasten of image of nearly 600 our country cities is the same as, 1000 cities one side, north and south is same. Urban hasten absorb, had arrived to affect the condition that the city can develop continuously deeply.

Accordingly, only compose builds urban theme culture, ability makes urban image target specific, characteristic is revealed. Tell from firm sense, our country returns neither one the thematic culture city on whole sense. Need us first from proceed with of a few cities, undertake scientific compose is built.

"Move of feeling " Hong Kong, already had mature urban sale experience. They established special brand advisory body, organized the market survey with baronial dimensions, it is urban fixed position finally: Young " Asian international is met " . Designed new brand image " flying Long Zaitian " , invite Liu Dehua, take up the post of figure spokesman into dragon, gigantic endowment made figure publicize piece, popularize urban image in the whole world energetically. Ceng Yin counterpoises to ever said: "All these (sale city) seeming is to wake a service up, the new form that its are economy not only as a result is built, and some kind of soul that also is whole area is sought and disposition weighs model. And some kind of soul that also is whole area is sought and disposition weighs model..

3,[link widoczny dla zalogowanych], seek originality breakthrough

Urban image is designed, it is to point to the foundation that locates in urban function to go up, have the immanent resource such as historical tradition of the city mining, abstraction, combination " divine body syncretic " project. In recent years, urban image piece appeared roughly travel figure, classics trade figure, humanitarian figure, integrated figure wait for a few kinds of types.

From the point of integral practice, its insufficient main show, it is advertisement target unsharpness. Some urban image piece patted " Yangzhou fries a meal " . The figure of armour city piece inside have what essential factor, the figure of second city piece inside also " cannot little " . Return some form piece patted " governmental communique " , those who reveal is this city is become of a government " achievement in one's post " , is not what this city once had. 2 it is individual character of lack of advertisement originality expression. The commonnest error, be take the gramophone record into " marriage gauze photographs " . Be like, the city downtown with bristly high-rise, a flock of old people hit shadowboxing in street heart garden, uniform wear outfit of move the Tang Dynasty. This is typical really " type of marriage gauze photography " train of thought.

Actually, urban image piece train of thought should be do subtraction and not be to make addition, the figure that does not count on a few seconds piece, the audience can have to the city " deep and comprehensive understanding " . Urban image piece the task is " bring to sb's attention " , give a person good " the first impression " . Tell from this meaning, urban image piece a piece of face that resembles a person.

Urban image piece want to reveal, be a city not just " appearance " , be this city more " the soul " . Perhaps say, either " achievement " however " glamour " , either " product " however " spirit " . Urban image piece must be with the person this, it is connotation with culture, it is core content with life style of the citizen, will reveal glamour through showing sentiment.

New century, each cities of our country build the thematic culture of own city in compose,[link widoczny dla zalogowanych], this is global development trend is inevitable. When the city competition enters period of sale of urban theme culture, urban image piece concoctive originality is made, with respect to the thematic fixed position that must rely on a city, undertake be discussinged deep in the round, the science that accords with urban sale from beginning to end develops the rule.

Zhang Xiangdong
The article picks from: Net of culture of Chinese city theme
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