역사문화거리의 플레이스 브랜딩 요소 연구- 중국 북경 전문대가, 소주 평강로, 복주 삼방칠항을 중심으로-

Abstract

(Background and Purpose) Historic and cultural streets are urban public spaces that reflect the cultural values of humanity embedded in a specific place’s long history. These streets allow people to experience the developmental progress of different eras and their historical archetypes through diverse forms of content. In the contemporary context, these streets serve purposes beyond physical heritage preservation. They play a crucial role in preserving urban cultural assets and intangible heritage, transmitting collective memory, and shaping urban identity. Recognizing this significance, this study explores place branding as a strategy for promoting the sustainable development of historic and cultural streets and identifies key branding elements applicable to them. (Method) This study focuses on three nationally designated historic and cultural streets in China—Qianmen Street (Beijing), Pingjiang Road (Suzhou), and Sanfang Qixiang (Fuzhou)—as case studies. The methodology is structured into three stages. First, it examines the concepts of historic and cultural streets and place branding to clarify the need for branding such spaces. Second, it identifies the value components of historic and cultural streets and the strategic elements of place branding, analyzing their linkage to construct applicable strategies. Third, the identified branding elements are applied to the selected cases to assess the feasibility and effectiveness of the strategies. (Results) The results are organized based on the identified value and strategic branding elements. A total of eight place branding components are extracted and classified into tangible and intangible categories. Tangible components include landscape regeneration, landmark image construction, branded industry sustainability, and utilization of place-based assets. Intangible components consist of brand value creation, brand identity experience, storytelling, and public cultural services. These elements are further integrated into a comprehensive branding framework suitable for historic and cultural streets. (Conclusions) Based on the application of the identified branding elements, this study proposes the following strategic directions. First, local cultural assets—especially intangible heritage, historical figures, and narratives—should be reinterpreted in a contemporary context to enhance the street's brand identity. Second, innovation in traditional industries, along with the development of cultural products and localized content, should be promoted to diversify and sustain the local economy, thereby facilitating the brand’s rejuvenation. Third, the creation of immersive cultural experience spaces, combined with landscape regeneration and cultural programs, should be pursued to increase visitor engagement and brand awareness. Lastly, fostering community interaction and improving residents’ living environments are essential to strengthening local identity and a sense of belonging.