Keywords: city image; Positioning; Public demand
With the continuous progress of urbanization in China, the study of city image, as an important content of urban construction, has been discussed by many experts and scholars at home and abroad. However, influenced by western thoughts, China's urban image construction lacks uniqueness and competitiveness, and there are few world-famous characteristic cities. This paper attempts to explore.
First, the elements of city image
City image is the public's overall evaluation and perception of various elements that constitute a city. Including the overall characteristics and style of the city, popularity and city image positioning.
1 Overall characteristics and style of city image
The overall characteristics of a city's image refer to the most remarkable characteristics that can represent the overall situation of the city, and it is the general and general understanding of the city by the public. The overall characteristics of the city image can be divided into two categories: one is the external overall characteristics, that is, the hardware part of the city image, including the city's specific natural environment image and artificial environment image; One is the internal overall characteristics, that is, the software part of the city image, including the elements of the spiritual image of urban citizens and the cultural image of the city.
2 visibility of city image
Visibility is the basic index to evaluate the image of a city. Fame is the degree to which a city is known and understood by the public, and it is an objective measure to measure a city's reputation. High popularity can get more public comments, attract foreign resources and enhance the image of the city.
3 the positioning of the city image
The city image comes from the degree of urban construction, but it is not limited to this, but more from public evaluation. Although urban builders spare no effort to think that they have created a good image of the city, they may not be recognized by the public. The reason for this comes from the inaccurate positioning of the city. Urban positioning is the specific position of a city in the eyes of the public, which is generally determined by comparing a specific city with similar cities. This is the intersection of urban construction image and urban popularity, and it is also the main aspect of public evaluation of urban image.
Second, shaping the image of the city.
1 Meeting the public's needs-a priority factor in shaping the city's image
As mentioned above, the city image mainly comes from the public's evaluation of the overall characteristics of the city. Therefore, the first thing to consider in shaping the image of a city is whether the city can meet the needs of the urban public and get their approval. This is the key factor that must be considered in shaping the city image. However, the current situation is that many cities have entered a misunderstanding: the city image has become a political achievement project of local officials, completely ignoring the history and reality of the city image, blindly pursuing the beautification and lighting of the city, and ignoring the harmony and unity between the public and the city image. For example, on April 3, 2008, Hefei City Appearance Bureau proposed to make Hefei a "street-free" city, which was questioned by the media and the public. The starting point of government administration should be "ruling for the people", not disturbing the people. China's urbanization process has just started, far from reaching the level of foreign developed countries. Although "no stalls" will make the city management convenient and the city appearance neat, it will fundamentally affect the basic life of ordinary citizens. The government should sort out and guide, rather than simply stop canceling. Therefore, in the process of shaping the city image, we should start from the "people-oriented" urban development concept, pay attention to the needs of the public, shape the city image under the natural environment and historical conditions of the city, and reflect the harmony and unity of the city image and the city public.
2 Look at the strategy-the planning of urban image construction
City image is an overall evaluation, including four first-level subsystems such as city vision, city environment, city behavior and city concept, four second-level subsystems such as city profile, city development, city management and city culture 10, and 30 elements such as city nature, city scale and planning status. Therefore, the shaping of the city image is by no means a simple demolition of old buildings to build high-rise buildings, nor a simple design of city logo slogans, nor is it a blind enclosure to expand the city scale, but a strategic plan of the city image should be made from the perspective of urban development. Therefore, we should establish a pluralistic structure combining history and modernity, space and hierarchy, nature and humanity from the planning system; From the planning principle, the dual theory of combining efficient development and sustainable development of the whole city is established. From the planning level, we should establish a three-dimensional level with overall planning as the guidance, zoning planning and detailed planning as the concrete implementation, and establish the overall image effect of the city by combining urban hardware system (external image) and software system (internal culture) from the planning content, so as to correctly handle the contradiction between overall urban planning and comprehensive urban management.
In addition, scientific implementation procedures of urban image planning should be established to ensure that urban planning can play its role. Scientific urban planning procedures include: strengthening the unified management of urban planning, ensuring that urban construction is carried out in accordance with unified planning, and cities should clarify the leading power and approval power of planning departments for urban planning, and can uniformly deploy the relevant departments of urban management to work together; Ensure the concrete implementation of the scheme by scientific means, establish the scheme by modern three-dimensional model, invite experts to consult and simulate the design by computer. Strengthen the management after the implementation of urban planning, crack down on those illegal buildings and ensure the overall unity of the city.
3 accurate positioning-the premise of city image building
City image positioning is expected to occupy a favorable position in the public mind. It is the primary image of the public to evaluate the city and has an important influence on the public's evaluation of the city image. At present, many problems in China's urban image construction stem from the inaccurate positioning of urban image. The accurate positioning of the city image is of great significance to the shaping of the city image: firstly, it can improve the visibility and reputation of the city and make the city get more economic and policy support; Secondly, it is helpful for the city to integrate all aspects of resources to build a famous city; Thirdly, it is conducive to enhancing citizens' cohesion and pride, so that citizens can give full play to their intelligence and wisdom in urban construction. Finally, it can provide differentiated benefits for the public, convey distinctive information to the public through positioning, and make the city's personality stand out clearly in front of the public, thus triggering their association and support. To accurately locate the image of a city, many factors need to be considered: it must come from a thorough understanding of the city. Urban positioning is to change the previous practice of "from the inside out" (urban builders build beautiful cities according to their own understanding) and adopt the method of "from the outside to the inside" (what kind of cities ordinary people need) to plan and build cities. According to our own experience as a public, we can estimate the changes of the city. Urban planners and builders are also ordinary citizens, and their demand for the city can also be a reference factor. Pay attention to similar competitive cities. There are many ways to classify cities in China. We can find our own position and that of similar competitors from the aspects of city size, city culture, city characteristics and city positioning. The positioning of the city image is to distinguish these similar competitors, rather than a thousand cities, big and complete. City image positioning should be carried out in a broader space-time field, respecting history, focusing on the present and paying attention to the future. 4 Highlighting individuality-the main content of city image construction At present, China's urbanization process is accelerating, and all aspects of exchanges between cities are increasing. Urban builders also plan and build cities by learning, imitating and copying, which leads to the "unified style" of urban construction in China. Many county-level cities have become miniature versions of big cities, and wide roads and high-rise buildings have become the representative images of cities, losing their unique personality. In fact, cities, like people, can only get more attention if they are different. Therefore, shaping the personalized city image is the main content of urban construction. Efforts should be made to achieve the following: First, urban construction should attach importance to the history and culture of the city and refuse to blindly "replace the old with the new". The old cities and buildings in many cities are related to history. There are many allusions and folk customs in these places, which are the unique cultural heritage of urban development and should not be "demolished"; Second, focus on the highlights of one or two cities for full display. Personality is different from others. We need to highlight a unique factor and become a symbolic content to attract the public under the condition of complete urban functions. Third, pay attention to the long-term development of cities. Urban personality is not architecture. An image planning can be completed. It is a combination of various contents and needs to be accumulated over time. 5 Integrated Marketing-Sword of City Image Communication The last stage of city image building is to spread the city image, let the city go out and let more people know about the city. The communication of city image needs a complete system, including: (1) city names and signs that are easy to spread. Generally speaking, the city name has been determined and has been used for a long time and should not be changed, so the city logo needs to be carefully designed. City image logo, like corporate logo, plays the role of identifying, comparing and spreading city image, so it is best to invite professionals to design or obtain it through social solicitation, and inform the public through press conference to improve the visibility of the city. (2) Active communication. The 2008 Beijing Olympic Games and the 20 10 Shanghai World Expo showed the world the two major cities of China with a brand-new look. Holding influential activities is an effective way to spread the image. Every May 18 International Economic and Trade Fair opens an international window for Langfang and gives Langfang an opportunity to show its elegance. (3) Film and television communication and publishing communication. The image of a city can also be enhanced by shooting films, TV plays and publications that attract the public. (4) Implement the corporate brand image project. Form the cluster advantage of industrial economy. Enterprises are an integral part of cities and the main source of urban economy. Well-known enterprises are the "business cards" of a city and an important part of its image. Having a large number of well-known enterprises can also expand the spread of city image. To sum up, the shaping of city image is a powerful weapon for the competition and development of modern cities. The shaping of urban image needs the harmonious unity of urban natural environment and urban public, the inheritance and development of urban history and culture, the accurate positioning of the city and the improvement of urban comprehensive development conditions. References: [1] Huang Jing, Brand Management [M], Wuhan: Wuhan University Press, 2005. [2] Chou Baoxing, Ten Strategies for Optimizing City Image [J], Zhejiang Academic Journal, 1906, (4). [5] Yuan Chaohui, on * * * public environmental logo design and city image [J], local economy, 2007, (35).