全球化时代的城市大事件营销效应:基于空间生产视角

MARKETING EFFECTS OF URBAN MEGA-EVENT IN THE ERA OF GLOBALIZATION:BASED ON SPATIAL PRODUTION THEORY

在全球竞争时代,大事件营销已经成为城市政府实现增长策略的重要工具。文章引入空间生产的分析视角,对城市大事件营销的物质空间效应、社会空间效应、经济与政治效应进行了客观的评述,这些影响有正面的,也有负面的,从而揭示了通过大事件营销实现城市空间生产过程的本质。文章指出,大事件营销成为城市在全球化流动空间中增强对资本等发展要素粘性的重要媒介,实现了从流动空间向场所空间的转变,对城市的空间、经济、社会与政治关系等都产生着深刻的重塑作用。但是,更加关注如何将外向增长机遇与城市内生增长能力进行更好的结合,是非常必要的。

In the global competition era, mega-event marketing has become the important tool for city government to realize the growth policies. From the perspective of Space Production, this paper makes an objective comment on the marketing effects of physical space, social space and economy ＆ politics, and points out the essence to realize the spatial production through mega-event marketing. This paper points out that since the 1990s, external globalization, internal decentralization and reform process of marketization have created a highly competitive environment for Chinese cities. Therefore, there has appeared the obvious ＂entrepreneurial＂ turning in the governance of city government. Pursuing and implementing of mega-event is a typical sign. Mega-event marketing in the era of global competition has become an important medium for city government to strengthen stickiness of capital and other development elements in global space. Mega-event marketing can upgrade urban attention and attraction; promote various development elements to be sticky and adhering in cities so as to transform into the power for supporting city development. And therefore it can realize the change from flow-space to place-space. The research shows that mega-event marketing has produced a profound remolding role in urban space, economy, social and political relationships. Though those effects have both positive and negative sides, but it＇s undoubtedly that mega-event marketing has created new urban spatial production. As Chinese city government has strong mobilizing and organizing forces in urban development, entrepreneurial governance makes itself be keen on mega-event marketing. Therefore, it＇s vitally important to calmly and objectively understand mega-event essence and the profound influences on urban development, so as to focus more on how to realize the better combination of outer growth machine and inner growth capability.