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| MARKETING EFFECTS OF URBAN MEGA-EVENT IN THE ERA OF GLOBALIZATION: BASED ON SPATIAL PRODUTION THEORY |
| ZHANG Jing-xiang1, YU Tao1, LU Xiao-lin2 |
1. School of Architecture and Urban Planning, Nanjing University, Nanjing 210093, China;
2. Institute of Urban Planning and Design, Jiangsu Province, Nanjing 210036, China |
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Abstract In the global competition era, mega-event marketing has become the important tool for city government to realize the growth policies. From the perspective of Space Production, this paper makes an objective comment on the marketing effects of physical space, social space and economy & politics, and points out the essence to realize the spatial production through mega-event marketing. This paper points out that since the 1990s, external globalization, internal decentralization and reform process of marketization have created a highly competitive environment for Chinese cities. Therefore, there has appeared the obvious "entrepreneurial" turning in the governance of city government. Pursuing and implementing of mega-event is a typical sign. Mega-event marketing in the era of global competition has become an important medium for city government to strengthen stickiness of capital and other development elements in global space. Mega-event marketing can upgrade urban attention and attraction; promote various development elements to be sticky and adhering in cities so as to transform into the power for supporting city development. And therefore it can realize the change from flow-space to place-space. The research shows that mega-event marketing has produced a profound remolding role in urban space, economy, social and political relationships. Though those effects have both positive and negative sides, but it's undoubtedly that mega-event marketing has created new urban spatial production. As Chinese city government has strong mobilizing and organizing forces in urban development, entrepreneurial governance makes itself be keen on mega-event marketing. Therefore, it's vitally important to calmly and objectively understand mega-event essence and the profound influences on urban development, so as to focus more on how to realize the better combination of outer growth machine and inner growth capability.
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Received: 26 October 2012
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2013, Vol. 28 
