永联特色小镇概念规划外文翻译资料

 2022-05-05 21:56:39

Characteristic Town Environment Design Based on Brand Community———A Case Study of the Forest Hot Spring Township in Ninghai

Abstract

Brand community is a specific，geographically-unconstrained community based on specific brands and is constructed with consumer groups of different levels，choices and territories．The development issues of characteristic towns were incorporated into the perspective of brand communities，and the development connotation of characteristic towns was discussed in light of the definition，constituent elements and charac-teristics of brand communities，and a functional platform with organic combination of industry，city，people and literature was established through the exploration of Ninghai forest hot spring town，combined with local spatial resources． Based on this，the planning and design of Ninghai forest hot spring town will form a characteristic town that integrates industrial functions，cultural functions and community functions．

Key words Brand community，Space resources，Organic combination，Characteristic town

1 Introduction

The current phenomenon of replication in Chinese cities is very se-rious． The identification of cities is vague，lacking unique independent brands． Although this phenomenon appeared early and was noticed，it has not been fundamentally resolved． The main reason for this is the lack of overall strategic positioning of urban brand building，which is confined to single factors such as urban landscaping，image building and investment． Therefore，scientific urban positioning is an important way to build a city brand． The value of a city brand is irreplaceable in the market． At the same time，the history of human culture is composed of irreplaceable individual spirituality． Urban brands are also doomed to appreciate the original spirituality． Similar urban forms only bring boring life and no benefit． The emergence of various types of cities is the real success of urban brands． In addition to cities with large area，this problem also occurs in similar areas with relatively small geographical scale，which is because that the economy，nature and cultural resources in relatively small areas are relatively weak and they face greater challenges．

2 Internal links between brand communities and characteristic towns

2.1 Related concept of branch community

Muniz and O’ Guinn first elaborated on the concept of brand community．They believe that brand community is a specific community without geographical boundaries and exists among admirers with a certain social structure．Members of brand community can continuously and widely influence the concept and activities of the brand community．McAlexander，Schouten and Koening also suggested that brand community is a group that is built between the appreciators of the same brand．They found through investigation that during the activities of the American jeep caravan，the strength of the brand community clearly dictates the players involved in the event．Members of the brand community came from all states to participate in activities to share the driving experience with other members during the event and discuss it．The process of socialization is accelerated by establishing mutual interest and confidence among the interacting members of each other．Therefore，the brand community is a social collective of brand users and an intermediary for consumers and other participants to trust．

2.2 Key elements of characteristic towns

In 2017，the construction of characteristic towns has paid more attention to cultural conservation，ecological conservation，technological empowerment and historical revival．At the same time，the bothers of characteristic towns are more blurred and industrial functions are more emphasized．Characteristic towns should highlight five core elements．

2.2.1 Characteristic culture．The historic context of a characteristic town should be rich in heritage．Traditional culture should be recognizable．Ecological landscape should be ideological．

2.2.2 Characteristic industries．The life of a characteristic town lies in the industries．The core of the industry’s characteristics is to strengthen characteristic industries and activate special assets starting from the characteristics and featured resources．

2.2.3 Efficient governance．The long-term development of a characteristic town requires a good system design and a scientific governance system，forming a symbiotic，co-governance and shared town development pattern．

2.2.4 Featured landscape．Characteristic towns should be an integrated space suitable for living，business and entertainment．

2.2.5 Featured products．The supply capacity of products and services of characteristic towns is the core of town development，that is，the core of town development is culture．Culture is the soul．Therefore，if characteristic towns want to have sustained vitality，they need to focus on creating a cultured town，build an orderly town，and create a story-like town，constituting a brand-new production form and development model for the new era．

2.3 Correlation between characteristic towns and brand communities

Brand community consists of a group of consumers who share a common interest in a certain brand，and uses information technology as a mean to achieve information research，sharing and relationship building． Brand community is the process of gestation， growth and apoptosis like microorganisms．Brand gene is the basic element for the birth and growth of the brand community and the continuat

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