| Title |
A Study on the Characteristics of Urban Regeneration Image Strategy through the Application of Urban Marketing Elements |
| Authors |
정혜연(Jeong, Hye-Yeon) ; 유지원(Ryu, Ji-Won) ; 주범(Chu, Beom) |
| DOI |
https://doi.org/10.5659/JAIK.2022.38.10.39 |
| Keywords |
Urban Regeneration; General Neighborhood Type; Urban Regeneration; Urban Marketing; Image Strategy |
| Abstract |
As the problems and limitations of maintenance projects focusing on the physical development of reconstruction and redevelopment projects
were revealed, the legal basis for urban regeneration projects was laid as the need for urban regeneration emerged. In addition, as part of the
urban revitalization policy, urban marketing, which forms a positive image by marketing unique characteristics and resources of the region,
began to be recognized as important. Among these urban marketing strategies, the image strategy emerged to revitalize the local economy,
secure identity, and achieve community integration by rebuilding the city image, and research on the characteristics of the image strategy of
urban regeneration projects is needed. In this study, general neighborhood urban regeneration projects that have a direct relationship with the
living environment of city members are investigated and analyzed based on the characteristics of each marketing type according to image
strategy elements. Through the analysis, the characteristics of the image strategy of the general neighborhood urban regeneration project are
derived, and the direction for setting the image strategy is proposed when establishing the future urban regeneration project plan. |