Under globalized competition, the traditional meaning of space has been demolished and re-defined. The boundaries of countries have been blurred by the absence of time difference and a global movement that re-defines territory based on information, knowledge, acceptance and economy has begun. The global society moves towards the trend of ¡§urban orientation¡¨. ¡§Urban marketing¡¨ has growing importance as it affects the development capacity and life quality of its habitants. Local government actively promotes urban marketing in an attempt to raise the competitiveness of its city: promote local attractions, allow urban re-construction, and revitalize urban development. The process of urban renewal in the creation of a new city image is related to its urban competitiveness, and its adaptability relies upon innovative thinking and applicable strategies of urban development. The key to whether a city can rise among the ranks is that it can create a unique and irreplaceable urban value. This value will depend on the urban marketing ideal of its decision-makers and the urban positioning strategy under the guidance of this ideal. In the view of the function of ¡§Urban Aesthetics¡¨ in ¡§Urban Marketing¡¨, research is conducted on how local government utilizes ¡§Urban Aesthetics¡¨ and their gain and loss in the renewal process. The successful experience of Kaohsiung in utilizing ¡§Urban Aesthetics¡¨ sets an example for other counties to model. This is the research motivation of this undertaking. This research adopts the literature review methodology to investigate the concept and development background and different phases of urban marketing, and further classifies the different types of urban marketing, that is, its classification and product contents. From the perspective of individual case experience, the structure of urban marketing is analyzed to provide reference for future promotion and individualized marketing strategy. This research adopts in-depth interviews on direct participants and decision-makers of Kaohsiung City urban marketing. The first-hand materials gained from these interviews add value to this research.

Over the last three decades, within the context of globalisation and intensified inter-urban competition, we have observed the growing use of market-centred strategy such as ‘marketing or branding places’. Despite the worsening of the economic situation since the 2008 global financial crisis, the overall trend of expansion of place marketing based on marketing science keeps going further in many cities in South Korea. Why does this phenomenon happen? How can we interpret it at this time? What does this mean for the cities and their residents? In order to answer these questions, this thesis attempts to understand the process of place marketing projects, and analyse how they were politically formed and what their actual effects were for residents. In addition, it develops a critical understanding of the evolution of urban place marketing projects from the political perspective in Gwangju, South Korea: the Gwangju Biennale, the Asian Culture Complex, the Dome Baseball Stadium, the Urban Folly, and the Gwangju Universiade 2015. Through a nation-wide Korean expert survey and a case study of Gwangju, this research shows that Korean place marketing shares common trends with Western cities as well as having some specifically Korean characteristics. In particular, it tries to reveal the evolving nature of Korean place marketing by employing a combination of multi-scalar and cultural politics approaches. The thesis concludes that some Korean cities such as Gwangju have moved toward neo-liberalisation by employing entrepreneurial strategies of place marketing.

This study aims to start from the individual perspective and concretize the Diamond Model issued in the Competitive Advantage of Nations by Porter in 1990, and discuss the interior cognitive structure of investment policy of the state/private-run facilities from the cognitive psychology by means of information integration. In the aspect of private-run facility, it is an integrated pattern for the general investors to encounter diverse investment information, while the discussion of the sympathetic pattern in the marketing and investment introduction of government for state-run facility. After dedicated himself for more than forty years in studying Information Integration Theory, IIT, Anderon, an American scholar, found that in integrating diverse information, people stick to the three major patterns of Adding, Multiplying and Averaging. It was also certified that IIT has a positive impact in the interior and exterior efficiency in measuring the subjective essentiality and toleration of different sorts of information. Statistic is applied to this study in analyzing its algebra pattern for understanding the essentiality and integration pattern of investment factors and comparing the policy-making difference in the investment of state & private-run facilities so as to make it a reference for this expects that the marketing division of enterprise style government can control the thread of area economic under limited conditions and established a long-term developing urban environment through the thinking method of sympathetic pattern.

Urban development would be halted with the over-concerned of material life, the rising unemployment, the increase in crime rate, the deterioration of living standards, the decrease in population, the deficiency of tax revenue, and the difficulty of industrial change. The sustainable development of a city would be also endangered. Urban development world not move. The sustainable development of a city would be also endangered. To successfully deal with these problems and gain the new-vitality for the city, besides the renovation of hardware and facilities, soliciting investment, upgrading industry, and reorganization of urban appearance all are very significant strategies for the city to survive and thrive. However, to a city, it is necessary to introduce innovations in the way that sustainable development is done. The application of the theory and concept of urban marketing is a revolution of the concept of urban management. Marketing is originally the part of business in which is concerned with the way in which a product is sold. The application of marketing techniques to urban development would cover a wider range of city selling. It helps to revive vitality of cities through the marketing management of urban tangible and intangible value. Generally speaking, with the increase in vitality of industry and the rival of the economy, urban can become active again. However, these are only rigid developments. To guarantee the sustainable development for a city, it is necessary to propagate the idea of marketing, and build up the culture of citizens. It has been over twenty years since the reformation and liberalization in Mainland China. Indeed, the reformation and liberalization has resulted in a vivid progression for the whole country, especially in the economical achievement of the alongshore cities. It is something like a huge magnet, attracting capital from all over the world. The investments of Taiwan merchants in Mainland China have been seen one after another. Even so, in Chinese, there is still not enough systematic research of urban marketing done by the government or the academic system. Furthermore, the economical and trading development discussed in China has always been more concentrated on the southern part than on the northern part of China. In fact, the role of economical power of the district around Po-Sea has been significant during modern history of China. From local economical point of view, Dalian is the most important city in the area of northern China. The pattern of its development is different from those of other alongshore cities in the southern China where the economy and society system has been reformed and liberalized. The leader of the city government possesses very clear rules for administration. The characteristic of infrastructure of the city, plus achievements of various soliciting investment, has possessed the basic elements of urban marketing. According to the result of checking the strategy and policy of Dalian urban marketing by using theory of strategic planning and measuring the actual achievement of its urban marketing by the method of Delphi, it is discovered that Dalian¡¦s urban marketing strategy¡Ð¡¨not for the biggest but for the best¡¨, is very accurate. It has become the common value of the residents regarding their city; therefore, both of the defining urban appearance and the international costume festival can be accepted by the public. People also highly accept the role of Dalian as a harbor city. Nevertheless, the city government has no way to satisfy what people need about this point. Another important point discovered in this research is that the culture deficiency has a negative effect on the city development, although Dalian obtained very significant achievement in soliciting investment and upgrading industry. It is an obvious problem that Dalian is much more concentrated on economy and less on cultural development during the process of urban construction. To solve the problem of urban development not moving, Kotler, the mastic of marketing, proposes the theory of urban marketing, which has been proven work well in many European countries. But it is the first time to examine Mainland China¡¦s urban development by using urban marketing theory. Based on the theory and real case study, it has been proven that the reorganization and development of economy can reduce the barrier of the different political system. Furthermore, it also riches and strengthens in contents of Kotler¡¦s urban marketing theory.

Made available in DSpace on 2016-08-10T10:50:17Z (GMT). No. of bitstreams: 1 ANA FLAVIA OLIVEIRA MARTINHO.pdf: 5912886 bytes, checksum: 4a78df0eedf866f5be3c642c764fe310 (MD5) Previous issue date: 2016-03-15 / In this work we show the real estate valuation process of the buildings in the vicinity of urban parks. Such green areas are marketing tools for real estate speculation and promotion of municipal administration. As a first step, a literature review on the main themes to be approached during the research was performed and then the classical and recent references about the history of urban parks were listed up. Also, the references about contemporaneous cities, city marketing and the linking of these subjects to real estate speculation were submitted to the same process. Subsequently, the urban parks were analyzed in the historical context of Goiania based on authors who have been involved in the study of the occupation and formation processes of the city and also in the real estate dynamics that is presented in the state capital of Goias. To analyze the effectiveness or urban parks as an estate appreciation vectors in Goiania, the value researches were taken, per square meter of projects under construction, which were located near and far to urban parks such as Bosque dos Buritis, Lake of the Roses and Areiao. All the information was assigned by real estate and construction companies. In this stage was possible to conclude that the parks that have more recent consolidation, as Areiao, have a reasonable difference price between the categories analyzed according to the distance. Furthermore, the first park that has been installed in Goiania does not have a significant difference price. This is the case of Bosque dos Buritis, which was the first park between those that have been analyzed. The Lago das Rosas presents a particular aspect that is the marketing which was always linked to the park. So, the projects surrounding this park are highly valued since seventies, particularly those bordering the green area. Finally, the third step of this work was based on the active search for data about the historical appreciation of the surrounding to the parks. These data were analyzed under the concepts of city marketing and real estate speculation of the areas taken as growth vectors known to be the south region of Goiania. It follows that the parks acts as a marketing tool for the surrounding projects appreciation and then overestimating the urban land an also promoting the marketing maneuvers and real estate speculation. / O presente trabalho discorre a respeito do processo de valorização imobiliária dos edifícios no entorno de parques urbanos, sendo essas áreas verdes instrumentos de marketing para a especulação imobiliária e promoção da administração municipal. Em uma primeira etapa foi realizado um levantamento bibliográfico sobre as principais temáticas a serem abordadas ao longo da pesquisa, elencando-se referencias clássicas e recentes sobre a história dos parques urbanos, sobre as cidades contemporâneas, o city marketing e a ligação desses através da especulação imobiliária. A posteriori, os parques urbanos foram analisados no contexto histórico de Goiânia tendo como base autores que se dedicaram ao estudo do processo de ocupação e formação da cidade e da dinâmica imobiliária tão presente na capital goiana. Para analisar a efetividade dos parques urbanos como vetores de valorização imóvel na capital, foram tomadas pesquisas de valores, por metro quadrado, de empreendimentos em construção, que se localizavam próximos e distantes aos parques urbanos Bosque dos Buritis, Lago das Rosas e Areião. Todas as informações foram cedidas pelas construtoras e imobiliárias. Concluiu-se nesta etapa que, os parques que possuem adensamento mais recente, como Areião, possuem uma diferença razoável de preço entre as categorias analisadas segundo a distância. Já o Bosque dos Buritis, que foi o primeiro parque dentre os analisados a serem instalados em Goiânia, não apresentam uma diferença de preço tão significativa. O Lago das Rosas apresenta uma característica em especial: o marketing que desde sempre esteve atrelado ao parque. Portanto, os empreendimentos que o rodeiam são, desde a década de 70 muito valorizados, em especial os limítrofes da área verde. Por fim, a terceira etapa do trabalho baseou-se na busca ativa por dados a cerca da valorização histórica do entorno dos parques objetos desta pesquisa, analisados sob conceitos de city marketing e especulação imobiliária de áreas tidas como vetores de crescimento, sabidamente a região sul de Goiânia. Concluiu-se que os parques atuam sim como elemento de marketing para valorização dos empreendimentos do entorno supervalorizando o solo urbano e favorecendo manobras de marketing e especulação imobiliária.

O marketing urbano e o planejamento estratégico vem sendo utilizados em uma dinâmica onde a produção, consumo e lucro são os aspectos esperados como resultado das ações do poder público. A promoção urbana recria novas imagens para serem vendidas no mercado global, ao mesmo tempo em que promove rearranjos espaciais para readequá-las às novas necessidades locais. O emprego da cultura como ferramenta do planejamento estratégico e marketing urbano, utiliza-se de edifícios culturais ícones para alavancar processos de promoção e renovação urbana em diversos lugares do mundo. Esta tese analisa a construção do complexo cultural Cidade da Música/Artes no Rio de Janeiro, baseando-se na hipótese de que, embora tal inserção siga ditames do planejamento estratégico e da promoção urbana, ela não resultou em transformações significativas para a região, não atingindo os objetivos preconizados por este modelo de planejamento. / The urban marketing and strategic planning have been used in a dynamic which the production consumption and profit are expected aspects in result of the actions of public power. The urban promotion re-creates new images to be sold in the global market, while promote spatial rearrangements in order to adjust them to the new local needs. The use of culture as a tool of strategic planning and urban marketing, using cultural icons buildings to leverage urban promotion and renew processes in different parts of the world. This thesis analyse the construction of Cidade da Música/Artes cultural complex in Rio de Janeiro, based on the hypothesis that although such insertion follows strategic dictates of urban promotion, it did not result in substantial transformations to the region and did not reach recommended targets for this model planning.

O marketing urbano e o planejamento estratégico vem sendo utilizados em uma dinâmica onde a produção, consumo e lucro são os aspectos esperados como resultado das ações do poder público. A promoção urbana recria novas imagens para serem vendidas no mercado global, ao mesmo tempo em que promove rearranjos espaciais para readequá-las às novas necessidades locais. O emprego da cultura como ferramenta do planejamento estratégico e marketing urbano, utiliza-se de edifícios culturais ícones para alavancar processos de promoção e renovação urbana em diversos lugares do mundo. Esta tese analisa a construção do complexo cultural Cidade da Música/Artes no Rio de Janeiro, baseando-se na hipótese de que, embora tal inserção siga ditames do planejamento estratégico e da promoção urbana, ela não resultou em transformações significativas para a região, não atingindo os objetivos preconizados por este modelo de planejamento. / The urban marketing and strategic planning have been used in a dynamic which the production consumption and profit are expected aspects in result of the actions of public power. The urban promotion re-creates new images to be sold in the global market, while promote spatial rearrangements in order to adjust them to the new local needs. The use of culture as a tool of strategic planning and urban marketing, using cultural icons buildings to leverage urban promotion and renew processes in different parts of the world. This thesis analyse the construction of Cidade da Música/Artes cultural complex in Rio de Janeiro, based on the hypothesis that although such insertion follows strategic dictates of urban promotion, it did not result in substantial transformations to the region and did not reach recommended targets for this model planning.

Depuis les années 1990 et dans un contexte de forte concurrence interurbaine à l'échelle planétaire, il apparait une tendance à promouvoir la réalisation de grands projets culturels comme stratégie de marketing territorial dans plusieurs villes européennes. Cette recherche s'intéresse aux flagship projects, des grands équipements culturels qui ont été conçus a priori pour catalyser un processus de développement ou de régénération urbaine. Cette recherche vise à évaluer l'impact territorial de ces projets dans des villes appartenant à des rangs différents au sein du système de villes européen et dans des contextes territoriaux différents. L'hypothèse c'est que les flagship projects entraînent la transformation de l'imaginaire, le déclenchement et/ou le renforcement du processus de rénovation et de réhabilitation urbaine, l'accélération de la gentrification et l'attraction d'entreprises transnationales. La diffusion verticale par imitation au sein de la hiérarchie urbaine de ce type d'initiatives à caractère monumental fragilise leur prétendue unicité en les banalisant et en mettant en question leur viabilité. Une démarche comparative est développée afin d'analyser les études de cas de la Bibliothèque F. Mitterrand à Paris, la Cidade da Cultma de Galicia à Santiago de Compostela, la Casa da Mùsica à Porto et l'Operahuset à Oslo. Les résultats montrent la variation de l'impact territorial en fonction de leur intégration dans des projets urbains plus larges et de l'engagement de la population dans les activités de ces équipements culturels. Des alternatives urbanistiques et stratégiques proposées pour ces projets restent des objets de discussion pour les études urbaines. / In a context of interurban competence at the world level, there is a trend in European cities, since the 90's of promoting building large cultural projects as an urban marketing strategy. In this context, this study focuses on the analysis of flagship projects, i.e. large cultural facilities that have been conceived a priori to be the catalysers of urban (re)development and/or regeneration. This research seeks to evaluate the territorial impact of these projects at different levels of the European city-system and in different territorial contexts. The hypothesis is that flagship projects lead to transformations on imaginary, urban renewal and/or rehabilitation processes, gentrification acceleration and attraction of transnational companies. Diffusion of these type of monumental initiatives at the different levels of urban hierarchy implies a paradox due to the sought uniqueness of these projects and their banalization due to imitation, generating doubts about the viability of these initiatives. A comparative approach is applied for studying the cases of France National Library - Mitterrand in Paris, Galicia, Cidade da Cuttura in Santiago de Compostela, Casa da Mùsica in Oporto and Operahuset in Oslo. Results show that variations in the impact of these projects depend on their integration in larger urban projects and users engagement in the activities that these facilities offer. Urban planning alternatives and strategies proposed by these projects are still a discussion subject in Urban studies, so it is the continuity of these types of projects after the world economic crisis.

Aujourd’hui, dans un contexte de forte compétition, de nombreuses villes doivent trouver des stratégies pour se distinguer et se positionner sur le marché mondial. Pour ce faire, certaines villes vont recourir spécifiquement à la mise en valeur de leur patrimoine architectural local. Cette thèse s’attache à comprendre le rôle que joue un capital culturel et symbolique majeur dans la construction identitaire, communicationnelle, patrimoniale et touristique d’une ville. La recherche s’est centrée sur le rôle qu’a en particulier joué la figure de l’architecte emblématique, et s’appuie notamment sur celle d’Antoni Gaudí (1952-1926). En effet, Barcelone a connu en seulement quelques années un accroissement touristique spectaculaire, et est devenue une destination culturelle internationale. Cette augmentation du tourisme a été accompagnée par la mise en valeur des œuvres de cet architecte représentatif du modernisme catalan, longtemps restées fermées au public, et devenues aujourd’hui l’attraction touristique phare de la capitale catalane. Barcelone est à présent automatiquement identifiée à Gaudí, devenu le symbole de la ville. A partir d’une analyse comparée et approfondie de la patrimonialisation et de la mise en tourisme des œuvres d’Antoni Gaudí à Barcelone et de Charles Rennie Mackintosh à Glasgow, cette thèse vise à éclairer pourquoi dans certains cas, les constructions «ville-architecte» sont très développées et les villes immédiatement identifiées à un architecte, et à l’inverse, pourquoi dans d’autres cas, cette fusion qui s’opère entre l’image d’une ville et l’image d’un architecte est beaucoup moins développée et évident. / Today, in a context of strong global competition, many cities have to find ways to position themselves on the global market and to distinguish themselves. In order to do so, some cities will specifically seek to enhance their local architectural heritage. This thesis aims to understand the role that a major cultural and symbolic capital plays in a city’s identity construction and its communication, heritage and tourist development. The research is centered on the role played in particular by the figure of an emblematic architect, and focuses especially on the role of Antoni Gaudí (1952-1926). Indeed, in only a few years, Barcelona has witnessed a spectacular increase in tourism figures and has become an international cultural destination. This increase in tourism, has been accompanied by the enhancement of the work of this representative architect of Catalan modernism. His work remained for a longtime closed to the public, and yet today they have become the major tourist attraction of the Catalan capital. Barcelona is now instantly identified with Gaudí who has become the symbol of the city. Through an in-depth comparative analysis of the the heritagization and touristification of Antoni Gaudí’s work in Barcelona and Charles Rennie Mackintosh’s work in Glasgow, this thesis aimsto understand why in some cases, the “city-architect” constructions are well developed and the cities are immediately identified to an architect, and on the other hand, why in other cases, this link that occurs between the image of a city and the image of an architect, is much less developed and obvious.

Rio +20. Rio Fifa 2014. Rio JO 2016… La « ville merveilleuse » ne cesse d’accueillir des événements d’envergure internationale, affirmant ainsi son statut de capitale culturelle internationale mais entrainant également de profondes transformations urbaines et sociales sur les territoires cariocas. Dans ce contexte d’effervescence, une partie des territoires de la ville se voit attribuer le label Unesco, en 2012, en tant que « paysage culturel ». Quels sont les enjeux et les limites d’une reconnaissance internationale de la dimension patrimoniale d’un paysage vis-à-vis d’une métropole en transformation ? Cette recherche propose de s’affranchir de la « notion-refuge » de patrimoine pour questionner directement la procédure de patrimonialisation dans ses articulations avec le contexte de transformations urbaines et contribuer ainsi à une anthropologie de la ville en transformation. L’intérêt est porté aussi bien sur les négociations, justifications, accords entre les acteurs intervenant dans cette procédure institutionnelle internationale que sur les imaginaires qui peuvent circuler autour de la valeur patrimoniale du paysage carioca parmi l’ensemble des acteurs locaux de la ville, de l’habitant au politicien. La perspective critique de cette analyse, qui touche à l’étude du politique, des représentations de l’identité, du pouvoir économique et de l’inscription territoriale, nous amène finalement à considérer ce qui est resté en marge de la procédure et ce que l’attribution de ce label laisse en héritage aux territoires cariocas. Nous proposons d’envisager ce « hors-champs patrimonial », comme une opportunité pour porter un regard critique sur nos manières de « faire (la) ville » aujourd’hui. / Rio +20. Rio Fifa 2014. Rio JO 2016… The "marvelous city" keeps on hosting international events, and by doing so it claims its position as an international cultural capital. At the same time, it causes important urban and social transformations on cariocas' territories. In this effervescent context, the city gets an Unesco label in 2012 as “cultural landscape”. What are the stakes and limits of an international recognition of the landscape's heritage on a metropolis that is undergoing transformations? This research proposes to free itself from the “safe notion” of heritage in order to interrogate directly the procedure of “heritagization” through its articulation with the context of urban transformation thus contributing to an anthropology of the city in transformation. At the same time, not only it focuses on the negotiations, justifications and agreements between the actors involved in the institutional and international procedure, but also on the imaginary that could exist about the heritage value of the carioca landscape amongst all the city local actors, from the inhabitants to the politicians. The critic perspective of this analysis, that involves a political study, identity representations, economical power and territorial inscription, finally leads us to interrogate what stays at the edge of the procedure and what the attribution of the label lets as heritage to the Cariocas’ territories. We propose to consider the “heritage off-screen”, as an opportunity to have a critical look on our ways of “making (the) city” nowadays.