品牌策略下的城市公共性景观效能优化研究

Study on the Efficiency Optimization of Urban Public Landscape under the Vision of Brand Strategy

针对当前城市形象建设中城市公共性景观发展存在的问题和误区,解析城市公共性景观的"品牌特征"现象,倡导运用品牌策略来建设和发展成功的、具有持久生命力的城市景观品牌,并从景观品牌价值提升的角度提出优化城市公共性景观综合效能的四个途径,包括景观文化特色、景观可达性、景观人文关怀和景观区域整体发展。

Aiming at the current problems and misunderstandings of urban public landscape development in the construction of the city image, the paper analyzes the ＂brand features＂ phenomenon of urban public landscape, advocates to apply branding strategy to the development of successful and sustainable urban landscape brand, then puts forward four approaches to the efficiency optimization of urban public landscape under the vision of landscape brand values, including landscape cultural features, landscape accessibility, landscape＇s human care and the integrative development of the landscape-region.