Abstract
One of 21st century's main paradigms is a 'Culture', and people started to express their 'cultural desires and demands' regarding public environments. Accordingly central and local governments are paying attention to these demands from their citizens and trying to establish the policies to meet these needs. This research is done to suggest the strategy programming model to support the executions of culture-centered public designs which are based on the local resources and identities. The entire research contains three sub-topics. First topic is setting the prototype phases of strategy programming. Second topic is analyzing the associated indices for each prototype phase. Third topic is suggesting Matrix Model in which the prototype phases and their associated indices are linked. Among three topics, this paper deals with the first one - the prototype phases of strategy programming. It studies this subject in relation with Place Marketing which emphasizes the local resources and identities. The prototype phases are comprised of 3 steps for Place Strategy and 4 steps for Marketing Strategy. Place Strategy should be considered prior to Marketing Strategy because in culture-centered public design, locality has priority over other concerns. The phases for Place Strategy includes 'Resource_analyzing of local resources', 'Mission_setting a purpose', and 'Targeting_segmenting target groups'. The phases for Marketing Strategy involves 'Organization_instituting the main body and/or partnership', 'Image Positioning_setting an unique local image', 'Point_realizing the product', and 'Channel_deciding the sales promotion tools'.
