Journal of the Korean Geographical Society (대한지리학회지)

The Korean Geographical Society (대한지리학회)
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Real Estate Development and Place Marketing Strategy in Dimension of Spatial Policy - A Case Study of Tokyo Metropolitan Area -

공간정책수단으로서 부동산개발과 장소마케팅전략 - 동경대도시권을 사례로 -

  • 이정훈 (서울시정개발연구원 부연구위원)
  • Published : 2002.03.01
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Abstract

In late 1980s, many suburban cities in Tokyo metropolitan area have tried to construct office parks, such as Makuhari New Town, Minato Mirai 21 to promote knowledge based economy. As the most important player of this mesa project, the local government mobilized local resources from various private sectors. The local government adopted place marketing strategy to attract companies and consumers with thick pocket. The composition of this strategy embraces publicity, uniqueness, centrality of function and information and comfortability for formation of the office park. Headquarters and producer service offices were relocated in the suburban office parks for the first time in the history of modem Tokyo since 1920s. Although it is the ongoing project that encounters some financial difficulties, the office park Project will be a sound foundation for future growth of knowledge-based economy.

1980년대. 동경 권에서는 공간구조 다핵화를 표방하고 지방자치단체 주도로 교외지역에 대규모 업무지구 개발에 착수하였다. 이 개발사업을 효과적으로 실현하기 위해서 지방자치단체는 장소마케팅 전략을 도입한다. 다양한 민간의 참여를 이끌어 내며, 대중성, 고유성. 중심성. 쾌적성을 장소 이미지로 설정하여 공간 인프라 구축에 반영함으로써, 기업과 소비자에게 매력있는 장소로 전환을 시도한다. 지방자치단체의 노력과 도심 입지여건 악화등의 결과 1920년대. 근대도시 동경이 성립된 이래 처음으로 교외지역에 본사기능을 비롯한 고타 업무기능이 이전하게 되었다. 아직 교외의 개발이 미완성 상태에 있으며, 재정 문제 등 어려움에 봉착해 있기는 하지만, 이 지역이 향후 지식기반경제의 거점으로서 성장할 수 있는 중요한 토대임은 분명하다.

Keywords

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