区域营销与公民参与:将品牌推广作为处理政策制定中情感维度的策略?

Place marketing and citizen participation:branding as strategy to address the emotional dimension of policy making?

区域营销越来越多地被地方政府用于提升城市形象、实现经济发展和空间开发的政策目标。区域营销已经成为地方和区域治理进程的一部分。评论家认为,区域营销通常采用的是自上而下的方式,把公民排除在外。本文对调查数据的分析证实了这一批判。但是,本文的案例研究表明,我们可以利用公民参与区域品牌推广来提高品牌的质量,并把公民情感纳入治理过程。

Place marked ng is increasingly used by local governments to enhance the image of cities and achieve policy goals related to economic and spatial development.Place market!ng has become part of local and regio nal govern a nee processes.Critics have argued chat place marketing is often applied in top-down ways that exclude citizens.Drawing on survey data this article empirically con firms this critique.But the article shows with a case study that citizen involvement in place branding can be used to enhance the quality of the brand and include citizens'emotions in governance processes.