新媒体营销下的历史文化街区空间生产机制研究--以南京老门东为例

Spatial Production of Historic Conservation Area under the Influence of New Media Marketing:A Case Study of Laomendong in Nanjing

为吸引更多外部资源,提升城市竞争力,城市营销已成为城市发展的重要战略,历史文化街区因承载着地域文化而成为营销重点,移动互联网催生的新媒体为城市营销提供了新的途径与动力。在此背景下,基于空间生产理论的三元辩证法,以江苏省南京老门东为例,分析新媒体营销模式与空间效应,探究新媒体营销下历史文化街区空间生产的新机制。研究发现:(1)老门东从自上而下的传统营销模式转向多主体参与的网络化营销模式;(2)政府和国有资本等主体制定了一系列新媒体营销策略,有效带动了消费以及物质环境更新优化,并通过空间消费加深游客对文化符号的认同,同时文化迭代将驱动消费升级,新媒体则加速了这一过程;(3)为实现历史文化街区的可持续发展,应完善制度,重塑营销价值理性,引导与校正新媒体营销回归工具理性。

In order to attract more external resources and enhance the competitiveness of cities,urban marketing has become an important strategy for urban development.Historic conservation areas have become the focus of marketing because of their function to carry local culture.The new media generated by mobile internet provides a new approach and motivation for urban marketing.In this context,based on the ternary dialectics of spatial production theory and taking Laomendong of Nanjing as an example,this paper analyzes the new media marketing mode and spatial effects,and explores the new mechanism of spatial production of historic conservation areas under the influence of new media marketing.The findings are as follows:(1)The marketing mode of Laomendong has changed from a top-down traditional model to a multi-agent network model.(2)The government and state-owned capital have developed a series of new media marketing strategies,which effectively drive consumption and material environment renewal and optimization,and deepen tourists'identification with cultural symbols through spatial consumption.At the same time,cultural iteration will drive consumption upgrading,and new media accelerates this process.(3)In order to achieve sustainable development,it is necessary to perfect the institution,reshape the rationality of marketing value,and guide and correct the new media marketing to return to instrumental rationality.