The present situation of Guangzhou
As the earliest city of reform and opening up and the center of the Pearl River Delta economic circle, Guangzhou has maintained the role of economic leader for the first 20 years by taking advantage of the geographical advantages of Hong Kong and Macao and the similarity of humanities, languages and cultures, and going south to Guangzhou has become a popular fashion and historical trend. In this context, Guangzhou has attracted many first-class talents at home and abroad and a large number of foreign-funded enterprises, and Guangzhou has thus become one of the most competitive cities. However, in recent years, with the influence of the Asian financial crisis and the slow development of the world economy, Guangzhou&;s exports to Hong Kong, Macao and Southeast Asia have declined, which has affected the development speed of Guangzhou to some extent. With the further deepening of reform and opening up, Shanghai, Beijing and other cities have developed rapidly, and Guangzhou has been subjected to strong competition among internal cities, and its city image has been constantly diluted and abandoned. People can&;t help asking, what happened to Guangzhou? Where is the future of Guangzhou?
Who is Guangzhou&;s compe?
When talking about the development of an enterprise, we can&;t be separated from compes. Similarly, when talking about the marketing of a city, we must also compete with competing cities for resources. At present, Guangzhou&;s image deposition is an open, active and world-class city, and Guangzhou&;s future must develop into an international city, so at least in China, Guangzhou&;s compes can be identified as Beijing and Shanghai.
Beijing can be positioned as &”;capital, historic city, political center, atmosphere and internationalization&”;. It is characterized by the combination of primitive simplicity and modernity in the whole city, with strong cultural characteristics of Beijing School and great momentum. Beijingers pretend to be national cadres and actively engage in international activities and cultural exchanges, which will bring greater development to Beijing in 2008.
Shanghai&;s positioning can be described as &”;internationalization, modernity, trend and vitality&”;. It is characterized by following the advantages of &”;Greater Shanghai&”; in the past years, based on the new trend and the world-wide commercial center. Shanghainese are known for their shrewdness and pragmatism, and have the cultural characteristics of opening to the outside world, blindly following, and being closed to the outside world. Shanghai is also actively involved in the wave of internationalization. The construction of F1 track and the right to host the World Expo provide conditions for its further development.
Analyzing the characteristics of these two cities, there is a common defect, that is, the xenophobia is serious, and it is difficult for foreigners to integrate into local life. In contrast, Guangzhou can&;t be compared with it in history, scale, culture and construction, but it has obvious advantages in their shortcomings.
As we all know, Guangzhou is a city without orthodox culture. In ancient times, Guangdong was synonymous with wild land. Some calligraphy, opera and even martial arts excluded Guangdong, and the Ten Tigers of Guangdong could only enjoy the scenery in Guangdong. The harsh natural and cultural environment has created Guangdong&;s fine tradition of hard work and unremitting struggle and its valuable quality of fighting against the natural environment. But at the same time, it also causes the Guangdong people to like to eat wild animals today, as revenge for the past environment and the lack of profound cultural background. The bad habits and dross in these two cultures have seriously restricted the development of Guangzhou. Today, thisThere are no world-class domestic enterprises in this frontier city of reform and opening up, and there are no famous rich people in China, which has to arouse our deep thinking. The characteristics of Guangzhou culture have also caused the weak influence on the domestic market. Being rich and secure and closed makes Guangzhou definitely not the forerunner of culture, and certainly not the trendsetter. When Haagen-Dazs guides fashion in Shanghai, Beijing, Hangzhou and other places, when Starbucks becomes the settlement of petty bourgeoisie, Guangzhou is inevitably excluded. How to overcome this influence and create a new image of Guangzhou has become the core element of Guangzhou&;s subsequent development, while urban planning, environmental construction and image engineering are just manifestations of obeying human culture.
Positioning for Guangzhou
Our positioning for Guangzhou is based on the road of differentiated competition and internationalization. Guangzhou&;s humanistic and cultural characteristics determine our choice in positioning, that is, to give full play to our advantages and correct our shortcomings. Guangzhou is known as Yangcheng, and sheep have the characteristics of gentle personality and uncontested, which we attribute to &”;tolerance&”;. This is its advantage, and it is also the standard that distinguishes other cities. No city has such a mind and can unconditionally accommodate people of all ethnic groups and cultures, which is the basic point of Guangzhou&;s future development. Guangzhou&;s shortcomings are &”;backward habits&”; and farmers&; feelings of &”;small wealth means security&”;. The only way to change this shortcoming is &”;learning&”;. It is a realistic way to shape Guangzhou&;s new culture through learning and communication.
Therefore, we can describe the positioning of Guangzhou as &”;a broad mind and a revolution in learning&”;.
In terms of humanities and culture, it emphasizes learning and communication. It is impossible for Guangzhou to establish a window to expand its influence through international sports or economic activities like Shanghai or Beijing. Instead, it should take academic, scientific and cultural international forums as a breakthrough and establish a worldwide learning and exchange center. At the same time, Guangzhou should actively establish a learning atmosphere, strengthen exchanges with foreign countries and the mainland, and shape a city that is proactive and constantly learning advanced culture, so as to overcome the dross of traditional culture and establish a famous cultural city. Only in this way can it become an influential city at home and abroad and attract investors&; attention.
In terms of urban layout and construction, although Guangzhou has the reputation of Flower City or Yangcheng, it is not polite to say that there are few flowers or buildings about sheep. Only from the perspective of Flower City, people are not concerned about this, and flowers can&;t express Guangzhou&;s special feelings. Even if we strive to build Guangzhou into a flower sea, I believe it will not have much effect on Guangzhou&;s future. Let&;s just think that under the definition of tolerance, Guangzhou should learn from others&; strengths, take sheep as the core carrier, build various architectural layouts and styles, and determine the style of each urban area, such as European-style architectural areas, Chinese-style architectural areas, antique architectural areas, etc., so as to form an independent and unified inclusive architectural community under the concept of &”;new Yangcheng&”;, which can effectively establish Guangzhou&;s unique image characteristics and facilitate its spread in the world.
In terms of image communication, Guangzhou can take the lead in urban marketing, cross the communication of tourism mode, and focus on image promotion, so as to establish the concept of leading city first. butTo do a good job of image communication, the following elements have to be considered.
The first is the language barrier. There is a strange phenomenon in Guangzhou that Putonghua is vigorously promoted, but the media as a propaganda carrier are all Cantonese. In a city where more than half of the people are migrants, using Cantonese as a communication carrier will inevitably create communication obstacles to a certain extent, which is not conducive to the penetration and influence on the mainland market. Today, when foreign-funded enterprises generally attach importance to the mainland market, it will inevitably have a counterproductive effect.
The second is the obstacle of origin. Because in the past few years, some enterprises in Guangdong have made some consumers doubt about Guangdong goods, which is not conducive to the spread of product image. Therefore, it is necessary to standardize the management of local enterprises to ensure the legitimate rights of legitimate enterprises.
The third is to correctly handle the relationship between and. For a long time, Guangzhou has been living in the shadow, learning from the culture, being popular with the stars, and always emphasizing cooperation. In the past, Guangzhou could effectively go abroad, attract foreign investment and expand exports by using the bridgehead function; The culture of learning helps to understand the world faster. However, after joining the WTO, the extension of import and export links and cultural limitations have bound Guangzhou&;s hands and feet. Especially in recent years, the Asian financial crisis and SARS have aggravated this process. Therefore, we have to re-examine the relationship with. Personally, the author thinks that Guangzhou and Guangzhou should be both cooperative and competitive. The cooperation should be in infrastructure, health care, social security and economic complementarity, while there should be a competitive relationship in attracting investment, advanced culture and international influence. Only by absorbing the culture but at the same time knowing more about the world trend and overcoming the limitations with tolerance can Guangzhou become an internationally influential city and truly form its own unique image.