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
Page pp.39-48
ISSN 2733-6247
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.