Journal of the Architectural Institute of Korea (대한건축학회논문집)

Architectural Institute of Korea (대한건축학회)
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A Study on the Characteristics of Urban Regeneration Image Strategy through the Application of Urban Marketing Elements - Focusing on the analysis of 4 Seoul-type urban regeneration projects -

도시마케팅 요소 적용을 통한 도시재생 이미지 전략 특성에 관한 연구 - 서울형 도시재생사업 4개소 분석을 중심으로 -

  • Jeong, Hye-Yeon (Dept. of Architectural Engineering, Konkuk University) ;
  • Ryu, Ji-Won (Dept. of Architectural Engineering, Konkuk University) ;
  • Chu, Beom (Dept. of Architectural Engineering, Konkuk University)
  • 정혜연 (건국대 일반대학원 건축학과) ;
  • 유지원 (건국대 일반대학원 건축학과) ;
  • 주범 (건국대 건축대학)
  • Received : 2022.06.08
  • Accepted : 2022.08.23
  • Published : 2022.10.30
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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.

Keywords

References

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