Study Of Historical District Rehabilitation Based On The Brand Effect

During urban exploitation and construction, historical and cultural districts facing the plight of demolition and reestablishment, one of the few can be retained completed. As living cultural heritage, historical and cultural districts have abundant cultural details, high historic value and strong humanistic color. By way of tourism development and commercial operation, numerous Chinese cities carry on the dynamic conservation. Nonetheless, districts are only transformed into scenic spots under the predominant resources exploitation and product development. Successful transformation are mostly strong popular commercial districts, thousands take the same, they lose the original characteristics of true and vitality, only the title as “historical and cultural districts” remained. Rise and fall of these districts is directly related to the public happiness, urban cultural and comprehensive competitiveness, so how with the conservation and exploitation is found in the balance is the key stage of historical and cultural district renaissance solved.Located in south ancient space of Nanjing, Laomendong district was chosen as the case study area, exploring the neighborhood contains Santiaoying historical and cultural district from the perspective of the brand effect, focus on the space formed by commercial development. Research ideas in accordance with “theory study — system construction based on brand effect —case study on Laomendong district of Nanjing — SWOT with quantization analysis — rehabilitation pattern application of brand support + space connection”, by adopting the combination of literature, logical analysis, interdisciplinary research, comparative analysis, field reconnaissance, questionnaire survey and qualitative with quantitative, in order to explore the feasible rehabilitation strategy of historical and cultural districts.Study its commercial activities with field reconnaissance, discussing its development relationship with present commodity network, brand effect, and also the landscape space. To realize various people's behavioral characteristics and trend with the questionnaire, along with their present feelings, views and opinions towards conservation and exploitation of historical and cultural district. Uniformly quantize the basic information in the questionnaire, advanced data processing on Likert scale via analysis software of Statistical Product and Service Solutions. Reasonable SWOT analysis based on the objective reality of Laomendong district shows that has merits, such as obvious location advantage, various consume gimmicks, high-praised landscape, these bring great potential, enough toughness. However, demerits exposed at the same time, like abandon the true and origin, construct pseudo-classic building; full of foreign style, lack of ancient rhyme; commerce replace culture and entertainment, display function extremely weak. Notwithstanding opportunities including the Qinhuai River sight, city conservation policy, public nostalgia, but also threatened by the following: western elements erode local culture, modern business shock traditional art heritage, homogeneous competition intensifies.This paper provides a particular rehabilitation pattern of brand support + space connection, it owns strong adaptability towards competitive market. Adjust the positioning, highlighting the style marketplace; introduce longstanding brands, forge southern city quality; space + culture creativity, enrich tour experience. These multidimensional actions rehabilitate Laomendong district from space, culture and tourism. It helps deepening regional culture, strengthen cultural appeal, and also turns it to be cultural district with southern city's special quality. To promote the revitalization of longstanding brands, and heritance of the intangible cultural heritage via brand effect, make the district become another city card that retains the roots and memory of the great city.