迈向媒体艺术之都——林茨创意城市的品牌建设路径探究

Towards the Media Arts Capital:Research on the Path of Brand Construction of Linz,The Creative City

文章着眼于奥地利林茨的媒体艺术之都建设路径,首先从历史发展维度对林茨如何从钢铁之都向媒体艺术之都发展的现实基础进行历时性解读,其次从路径建设维度对林茨媒体艺术之都的城市品牌建设方向、城市品牌建设策略和城市品牌文化输出进行归纳分析,最后从经验借鉴维度在文化品牌建设、活动体系构筑、宣传手段配置三个层面提出媒体艺术之都的品牌建设路径,以期为我国创意城市的品牌建设提供新的视野。

This article focuses on the construction path of Media Arts Capital in Linz,Austria.In the beginning,from the perspective of historical development,this article makes a diachronic interpretation in realistic foundation of how Linz develop from the City of Steel to the Media Arts Capital.Secondly,from the perspective of construction path,this article summarizes and analyzes the city-brand construction direction,city-brand construction strategy and city-brand culture of Linz Media Arts Capital.Finally,from the dimension of experience reference,this article puts forward the brand construction path of Media Arts Capital in three aspects of cultural brand,activity system construction and deployment propaganda method,In order to provide a new vision for the brand construction of creative cities in China.