场景营销式城市更新的内涵解析与特征研究——以重庆市山城巷更新为例

The Connotation Analysis and Feature Study of Urban Renewal Based on Scene Marketing:Taking the Shancheng Lane in Chongqing as an Example

随着空间消费的兴起,城市更新的视角延伸至城市场景层面。蕴含地域文化特色与社会生产关系的城市场景,在被赋予特殊的文化寓意与消费象征后,亦成了深受市场青睐的空间商品,其中的场景营造方法也逐渐演变为城市更新的新范式。在此背景下,研究围绕场景营销式城市更新的内涵与特征展开。一方面,基于空间生产理论分析场景营销式城市更新的缘起与内涵,解析场景营销式城市更新中存在“场景门槛的消除与再造”“场景要素的压缩与重构”“场景营造的分异与融合”3个典型特征;另一方面,结合场景营销式城市更新的典型案例--重庆山城巷进行案例分析,厘清场景叙事脉络,归纳场景营造方法,以期为场景营销视角下的城市更新提供参考。

With the rise of space consumption,the penspective of urban renewal has gradually extended to the level of urban scene.The urban scene,which contains regional culural characteristics and social relations of production,has become a space commodity favoted by the market after being endowed with special cultural connotations and consumption symbols.Among them,the scene building method has gradually evolved into a new paradigm of urban renewal.Under this background,this paper focuses on the connotaion and feature study of scene marketing-based urban renewal.On the one hand,based on the theory of space production,this paper analyzes the origin and conotation of scene marketing urban renewal There are three typical chanaceristics in the urban renewal of scene marketing:the elimination and estrangement of scene threshold,the compression and reconstruction of scene elements and the difentiation and fusion of scene construction.Based on the typical case of urban renewal of scene marketing-Chongqing Shancheng Lane,this paper makes an empirical analysis,clarifies the narrative context of the scene and summarizes the method of creating the scene,so as to provide a reference for urban renewal under the perspective of the scene.