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城市文化遗产的保护与开发是新型城镇化时期存量更新的重要议题,目前我国城市更新缺乏对区域联系、资源比较、实际开发需求的分析,缺少多元化、精细化的方法探讨,造成特色老旧建筑的边缘化。以肇庆市为例,结合城市营销手段,提出“RMPP”的战略模式,整合R性资源,区别R性区域竞争,明确目标与定位;分析M性市场,结合新兴消费模式,确定多元化功能主题;深化P性产品产业链,划分主题板块,策划城市活动以及体验流线;注重城市遗产的保护(Protection),传承城市文化,确立改造模式,重塑城市记忆,构成多元性城市空间,力争将肇庆打造成具有市井文化气息、传统生活记忆的旧城历史文化名片。
The protection and development of urban cultural heritage is an important issue of stock renewal in the new urbanization period. At present, the urban renewal in our country lacks the analysis of the demand of regional connection, resources comparison and actual development, and lacks the method of diversification and elaboration, The marginalization of architecture. Taking Zhaoqing City as an example, this paper proposes a strategic model of “RMPP” based on urban marketing measures, integrates R resources, differentiates R-regional competition, and defines target and orientation; analyzes M-markets and combines emerging consumption patterns to determine diversification Function theme; deepen the P-product industry chain, the division of thematic sections, planning city activities and experience the flow of lines; pay attention to the protection of urban heritage (Protection), heritage city culture, establish the transformation model, remodeling the city memory, Strive to build Zhaoqing into a historical and cultural card of the old city with a well-known cultural atmosphere and traditional life memories.