بررسی و تبیین الگوی راهبردی تحقق برند شهر اسلامی- ایرانی در نظام شهرسازی ایران
آرشیو
چکیده
رهیافت برندسازی شهری بنا به دلایلی همچون عدم انتقال صحیح مبانی و تجربیات نظری و فقدان یک الگوی راهبردی برندسازی شهری منطبق بر ساختار، ماهیت و محتوای شهرهای ایران، کمتر در راهبردهای کلان مدیران مورد توجه بوده است. در تحقیق پیشِ رو، به روش توصیفی-تحلیلی و با اهداف کاربردی، با مطالعه اسنادی و کتابخانه ای، تجربیات برندهای شهری و در نهایت کاوش در محتوا و اجزاء هویتیِ شهرهای ایرانی، سعی در تبیین مؤلفه های مؤثر در ظرفیت های برندسازی شهر اسلامی- ایرانی و نیز تبیین ساختار الگوی راهبردی برندسازی شهر اسلامی- ایرانی نموده ایم. نتایج این مطالعات نشان از این مهم داشت که رهیافت برندسازی شهر اسلامی- ایرانی، عَملی فرایندی است و نه برایندی. به عبارتی دیگر برندسازی شهری و به تبع آن برندسازی شهر اسلامی- ایرانی شامل چرخه ای از مراحل "برنامه ریزی"، "اجرا"، "ارزیابی" و "اصلاح" است و دارای زمینه پارادایم راهبردی و مشارکتی است که روند تحقق آن را در چهار بازه زمانی تولد برند، بلوغ برند، نفوذ برند و تثبیت برند شهر اسلامی- ایرانی ممکن می سازد. درنهایت، الگوی پیشنهادی برندسازی شهر اسلامی- ایرانی در بستر پارادایم های راهبردی و مشارکتی، می تواند به عنوان تجلّیِ مسیر توسعه آتی شهر در بردارنده چشم اندازها، راهبردها، سیاست ها و انواع اقدامات مورد نیاز شهر اسلامی- ایرانی باشد.متن
Review and Explaining the Strategic Model of Realization of Islamic-Iranian City Brand in Iran's Urban Planning System
Due to reasons such as lack of correct transfer of theoretical foundations and experiences, as well as lack of a strategic model of urban branding in accordance with the structure, nature and content of Iranian cities, urban branding approach has received less attention in the grand strategies of city managers in our country. The upcoming research is written with a descriptive and analytical method and gathered with practical goals by studying documents, library sources and other experts researches based on this very subject and all previous experiences about urban brands as well as exploring the content and various identity components of Iranian cities. This research tries to explain the effective components in the branding capacities of Islamic cities and then also explains the structure of the strategic model of Islamic-Iranian city branding. The results of these studies showed that the branding approach of the Islamic-Iranian city is a practical process and not a mental solution process. In other words, urban branding and consequently Islamic-Iranian city branding includes a cycle of "planning", "implementation", "evaluation" and "correction" stages and has the context of a strategic and collaborative paradigm, the process of its realization in four intervals like, the brand birth, brand maturity, the influence of the brand and the stabilization of the brand of Islamic-Iranian city are possible. Recently, there has been a gradual paradigm shift of statesmen, managers, planners and urban agents from positivist and comprehensive models to structural and strategic models within Iran's urban planning system. Structural-strategic plans, urban development strategy (CDS), urban regeneration, etc. are examples of this paradigm shift in Iran's modern urban development. The strategic model of Islamic-Iranian city branding is a macro process that includes levels of planning, implementation and promotion, evaluation and correction processes in its content . Therefore, it is a wrong idea to think that the description of the stages and the planning details of the Islamic-Iranian city brand is the only strategy this model is all about. This research also proves that the process of planning and developing the program is not the only part of this process. This is a process that is explained in the strategic planning paradigm with a participatory approach, so the planning process in this process will be possible under the theory and methods of strategic planning. The macro levels of the program derived from this theory include two main levels. The first level includes decisions and macro decision-making and suggests structures and strategies. The result of this level in detail expresses all kinds of visions, goals, principles, strategies and policies. The contents of this level cannot be implemented by themselves, therefore, action and implementation plans are proposed at the second level, which will evoke a link between thinking and action. Finally, the proposed model of Islamic-Iranian city branding in the context of strategic and collaborative paradigms can be a manifestation of the city's future development path, including the perspectives, strategies, policies and types of actions required by the Islamic-Iranian city.
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