Value and Development of "Flower City" as a City Brand
Original Source Proceedings of the Sixth Seminar on Cultural Development Strategies in Guangzhou
Writer Zheng Rongji
Original Issue No. 2001/04
Author's Introduction to Guangzhou University
Text
I. The Value of "Flower City" as a Historical and Cultural Brand of Guangzhou
(1) "Flower City" is a unique historical and cultural brand of Guangzhou
Guangzhou is located in the subtropical zone, with long summers and warm winters, and the grass and trees are evergreen all year round.
Guangzhou is located in the subtropical zone with warm winters and long summers, and the grass and trees are always green all year round, with flowers blooming in all seasons and a large number of flowers. Guangzhou in the Han Dynasty, with the emergence of the Maritime Silk Road trade, has introduced a variety of overseas flowers, the Tang Dynasty, Guangzhou's flowers have been nationally renowned, the famous poet Meng Jiao has depicted Guangzhou in winter, there are still flowers and grasses everywhere in the wonders: "sea flowers, barbarians and grasses to extend the winter there, line no home is not full of gardens" ①. During this period, the cultivation of foreign flowers such as jasmine, henna, and crocus had become very common, and the flower market had sprouted. At that time, the flower girls in Guangzhou wore all kinds of flowers on colorful ropes for sale, which attracted Chinese and foreign tourists. In the middle of the Qing Dynasty, Guangzhou has formed the first domestic, famous at home and abroad, "Spring Flower Market", three days before New Year's Eve every year, Guangzhou city center in front of the Clan Office of the formation of the Flower Market, a few miles of long streets, spitting colorful and fragrant, the crowd, Guangzhou has won the reputation of the "City of Flowers", in the domestic city, this alias has been widely used, the city of flowers. Among the cities in China, this nickname and reputation are unique to Guangzhou. The flower market has been going on continuously for more than two hundred years, which is a unique advantage of Guangzhou's history and culture. In recent years, Guangzhou's Spring Flower Market has been held in several municipal districts, attracting many people from outside the city and province to visit, and flowers have also become a spiritual product for the citizens of Guangzhou to beautify their families and cultivate their temperament, and there is a scenario of "enjoying flowers in the halls, adding new greenery to the balconies, sending baskets of flowers to visit friends, and learning floral art after work". From the flower industry, Guangzhou currently has 70,000 acres of flower planting area, more than 2,000 varieties of flowers, flowers, annual output value has reached 1 billion yuan, accounting for more than 10% of the country ②, these indicators are more than Shanghai, Kunming, Beijing and other major cities of the domestic flower, is the country's largest flower production area, the national production of potted ornamental plants, supply centers, the country's main distribution center and imported flowers transfer center, Guangzhou's flower trade ranked first in the country. Guangzhou's flower trade ranks first in the country, and the price of flowers influences the price of the whole country. It can be seen that Guangzhou's flower industry has both deep historical and cultural connotations, but also has a solid contemporary economic foundation, coupled with excellent climatic conditions, unique geographic location, has a unique advantage in the country's position, the market has broad prospects, and the "City of Flowers" is a potential city of Guangzhou's historical and cultural brand.
(2) "City of Flowers" as the value of Guangzhou's historical and cultural brand
1. The development of Guangzhou's flower industry has a pulling effect
Guangzhou's flower industry has a strong strength, has made great achievements, but can not be diluted by the sense of crisis and the sense of development. Guangzhou flower industry is also currently facing strong competition, such as Kunming, Yunnan following the success of last year's World Expo, this year, continue to make a big article of flower culture; Shanghai's International Flower Festival has been held for several sessions of the International Flower Festival in Chencun, Shunde, also in the challenge of the provincial capital of Guangzhou ...... From a general point of view, the flower industry in Guangzhou is still there is a surplus of traditional trade and business operations, and the lack of modern image operation. And the lack of modern image operation deficiencies. In the information communication, cultural packaging and image building is still not enough, which to a certain extent bound the further development of the flower industry, but also make this traditional industry failed to better shape the image of Guangzhou personality and the development of an important part of the tourism industry. "Culture is the tangible economy, the economy is the intangible culture", "culture is the economy of tomorrow", these years about this kind of point of view put forward and practice, explains in the information age, in the era of knowledge-based economy, the important role of culture on the economy. Such as the South China Sea Songgang Town, due to the 2000 Spring Festival held a "Peach Blossom Festival", the town of peach blossoms appeared unprecedented "good market", the local planting of peach blossom sales rate of 98%, farmers during the Spring Festival to increase income of more than 300 million yuan. ③ visible development "flower city" this city brand, can be injected into the flower industry in Guangzhou history and culture, injected into the "flower soul", to promote the further development of the industry.
2. "City of Flowers" on the Guangzhou urban construction has set up an image of the role of personality
Guangzhou's "one year a small change, three years a change" has made gratifying achievements, which is committed to changing the urban environment, "change", "change", "change", "change", "change", "change", "change", "change", "change", "change", "change", "change". "Change", and "Flower City" image construction is consistent, just not clear enough, therefore, the development of the "Flower City" brand into the city construction planning, can make the Guangzhou The goal of "landscape city" has more historical and cultural connotations and economic and social foundations. Although the reference to "landscape city" is very suitable for the natural characteristics of the city of Guangzhou, but "landscape city" can be used as many cities **** the same goal, Guangzhou is still lacking in its own unique individuality. Incorporating the brand "Flower City" can enhance the personality connotation of "landscape city". Only for a long time, the historical and cultural brand of "Flower City" has not been highly valued in Guangzhou's urban construction, and has failed to play an effective role. In terms of urban construction, in the past, due to excessive emphasis on economic construction, ignoring scientific planning and management, ignoring the urban ecological construction, Guangzhou urban environment had once deteriorated, appearing "flower city without flowers, shite forest" phenomenon, the two years has been a big improvement, but with the domestic Shenzhen, Zhuhai, Zhongshan, Dalian and other advanced cities compared to the still have a Not a small gap.
3. "Flower City" is Guangzhou's cultural tourism resources
The "Flower City" as a historical and cultural brand to develop, is conducive to the creation of a new, attractive tourism selling point. At present, Guangzhou humanities and natural tourism resources are characterized by: rich and colorful resources, but many resources exist in the "point of small, scattered, not enduring" defects, and the 90's development of man-made landscapes, such as the "World View" and so on, because it is detached from its own history and culture of the Sourceless water, similarity and repetition, lack of personality, has been proven to be a failure. Therefore, based on Guangzhou's own unique history and culture, with the idea of comprehensive development to form a comprehensive advantage should be one of the main directions of tourism development in Guangzhou. The development of "Flower City" as a thematic tourism brand is a kind of comprehensive development based on Guangzhou's own unique history and culture, and it is also a kind of resource that can avoid the short life cycle of man-made landscapes and can be developed sustainably. The facts of Chinese and foreign cultural history show that, based on its own history and culture, is not only one of the foundations of innovation, but also to avoid being easily cloned, to achieve sustainable development is an important guarantee. Harbin, also known as "Ice City", to "ice" theme of the development of cultural tourism, the annual Ice Festival and related activities for the city attracted a large number of domestic and foreign tourists, and become a unique cultural activities, over the years continue to decline.
4. "Flower City" is a new element in the construction of modern civilization in Guangzhou
Guangzhou people have a civilized tradition of love of flowers, flowers, in the flower culture has shown a good spirit of civilization, such as Guangzhou's public **** places are placed everywhere with flowers and grasses, but there is very little coaxing in Guangzhou, the phenomenon of theft of flowers and plants, the author of the first visit to Guangzhou more than ten years ago. When the author first came to Guangzhou more than ten years ago, he found this phenomenon and found it novel. Because it seemed to be unimaginable in the mainland city where the author lived at that time. After the reform and opening up of Guangzhou flower culture also affects the mainland, the mainland in the past few years about the looting of public **** potted flower reports, I read several, not long ago, a provincial capital on the occurrence of a hundreds of people looting large flower beds potted flower things. ④ and Guangzhou not only in normal times, that is, before the Spring Festival in which citizens buy flowers at home for the New Year, the city public **** occasions are potted flowers everywhere, but also seldom heard of stealing, robbing flowers, which is also the performance of the city of flowers and civilization of folklore. After the reform and opening up, with the introduction of Western Valentine's Day, Christmas, Mother's Day and other festivals, the traditional flower culture is also in the cultural exchanges with the West, absorbing the Western civilization, adding a Western-style, modern colors, the most obvious is the Valentine's Day roses in the two sexes in vogue. It can be said that through the "Flower City" image shaping, is also conducive to the promotion of Guangzhou's traditional civilization, to promote the construction of Guangzhou public **** civilization.
Two, "Flower City" as the development of Guangzhou's historical and cultural brands
(a) "Flower City" natural environment construction
1. "Flower City" layout of flowers and trees
2. "
In Hainan, there are coconut trees everywhere, constituting a distinctive, harmonious features of the city; no matter what place you go to Hainan, a coconut tree, you have a feeling of being in Hainan. Guangzhou to consider one of the most suitable for the growth of Guangzhou and has the characteristics of the flowers and trees to string the city's main roads, play a role in leading the main tone of the city. Although the cottonwood is Guangzhou's city flower, but greening, shade effect is not good, can only be used as a local feature of flowers; banyan greening, shade effect is good, easy to create a natural green "Riding", the shortcomings are everywhere in the South, the lack of unique, distinctive features of Guangzhou, but in the absence of a better alternative to flowers, banyan is still the first choice for Guangzhou! The first choice of Guangzhou. In the main tone, the streets, districts, parks, squares in the flower planting, distribution, to have their own focus, to form a concentrated, distinctive effect, to avoid fragmentation, no theme, or uniform. The streets, districts, parks should be based on their own historical and cultural characteristics, natural environmental features, planting and setting up relevant flowers and trees, highlighting their respective floral theme, *** with the composition of the Guangzhou "City of Flowers" of the Garden. Such as the martyrs road to Guangzhou's city flower cottonwood as the main body, take the upright, warm hero tree symbolizes the revolutionary spirit of the meaning of the martyrs road near the park, the community can also be more than a variety of cottonwoods, the construction of cottonwoods as the main body of the other flowers as a supplement to the cottonwood garden, so that this road has become a good place to appreciate the cottonwoods in March and April, the flowers and the scenery, can drive the area of the modern revolutionary historical sites of tourism. Such as orchid nursery to plant orchids as the theme, supplemented by a variety of other flowers, although the area is not large, but therefore the formation of their own characteristics.
2. Community gardens should become the basic unit of Guangzhou's "Flower City" appearance
Guangzhou should vigorously develop community gardens in order to realize the goal of "the most livable city". At present, Guangzhou attaches great importance to the construction of parks, in addition to the old parks, only from 1997 to 2000 has built 30 new parks, parks are also "flower city" of a composition, but can not be ignored on the construction of community gardens. Community gardens have a higher utilization rate than parks for the general public. Most people go to the park as a general tourist attractions, while community gardens are very suitable for walks at any time, anywhere, leisure and other daily activities. For most residents, parks are relatively far away and less convenient because of the need to purchase admission tickets, while community gardens are much more convenient. Community gardens provide a good place for residents in the district to do activities and become a place for residents to communicate with each other. Community gardens also have the effect of beautifying the city evenly and generally. Although the development of real estate in Guangzhou has implemented the practice of piecemeal development by large developers, which is conducive to the establishment and management of communities and the development of community activities in the future. But a large number of communities are still relatively backward, I have been to many places in Guangzhou, found that some community gardens have been damaged to varying degrees, some doubling as a parking lot, some piled up debris, and some are fenced off to become a small base for the production of flowers and trees. Most of the community garden area is small, monotonous, failed to combine with the function of community cultural activities, management is not in place, facilities, the environment is relatively backward, is the new residential area also exists this problem. In recent years, Guangzhou has appeared in Bijie Garden, Cuihu Villa, Lijiang Garden and other excellent community gardens, reflecting the demand of modern people for high-quality community gardens. The author suggests that Guangzhou organize a community garden design competition and build a number of demonstration sites to promote the construction of urban community gardens. With a large number of community gardens as the basic unit of the city, a garden city will be created, and at the same time, the characteristics of Guangzhou's garden city will be formed.
3. Lingnan gardens should become the main body of the natural environment of the city of flowers
Guangzhou, from the "one year, a small change" in 1999 to "three years, a change" in 2000, the construction of the city's natural environment has made gratifying achievements. Lawns, green trees, flowers planted in large quantities to make Guangzhou first flower appearance. It is worth noting that over the years, the domestic planting of lawn has become fashionable, but a large lawn reflects the Western view of nature and culture, suitable for Europe and the United States of America and the United States of America, a lot of people, car instead of foot traffic, such a densely populated, crowded environment of the city of Guangzhou, is not suitable for a large number of planting of lawn, and suitable for planting a large number of trees on both sides of the road, the Riding House is adapted to the climate of the Guangzhou long summer and short winter masterpieces, Guangzhou, in the construction of ecological environment, more need for natural environment. Guangzhou in the construction of ecological environment, more need for natural "riding", through a variety of trees, let the trees to create a boulevard. Trees and plants in combination with the building should focus on the Lingnan garden characteristics. In the Lingnan-style garden environment to create a sea of flowers, the world of green, which reflects the East and Lingnan cultural personality characteristics, but also suitable for Guangzhou's city conditions. Lingnan garden is one of China's four gardens, with a small scale, compact features, very suitable for Guangzhou high residential density "city conditions", is conducive to overcoming urban congestion, public **** space is less than the shortcomings of the planting of too much lawn is not suitable for Guangzhou's "city conditions ". In this regard, the construction experience of Lanpu Park is also worth learning. Orchid Garden is located in the downtown area, the garden is long and narrow, but the designers skillfully use a variety of Lingnan garden gardening techniques, so that the park heights are staggered, rich in content, downtown in the quiet, small in the big.
Three, "Flower City" cultural environment
(a) "Flower City" cultural facilities
1. Flower City Cultural Center
In the construction of the city, the environment is the basis for culture is the soul, both complement each other. The two complement each other and are indispensable. Shenzhen Overseas Chinese City, the reason why the urban area can become the "Fairview Park" and other major scenic spots after the new tourism object, lies in the adherence to the "city in the garden", "environmental advantages are the foundation, cultural advantages are the soul "and other development concepts, so that the city's green coverage rate of about 50%, the formation of a green sea, the world of flowers, and at the same time the construction of the" Sculpture Corridor "and a series of cultural facilities, greatly improving the taste of the garden city. In recent years, every holiday, do not buy tickets in the OCT scenic area outside the "city" in the sightseeing tourists and buy tickets into the scenic area of the tourists have each accounted for half, even on weekdays, the former also accounted for the latter's 30%, for the OCT tourism industry to inject new content. Guangzhou in addition to create everywhere is green leaves and flowers, everywhere in the fresh air of the flower city environment, but also strive to "flower city" into the historical and cultural connotations, there are a number of distinctive cultural facilities with which to match, there is a reflection of the "flower city" history and culture and typical of the center, the center of the "flower city" in the history and culture and typical of the center. There should be a center that reflects the history, culture and typical characteristics of "Flower City", and this center is like the eyes of a person. In the overall construction of the center, first of all, we should avoid pursuing the fashion of continental style unilaterally, and focus on combining with the Lingnan architectural and gardening culture, further highlighting the Lingnan characteristics that belong to our own strengths, or combining the Lingnan traditions with the continental style and even with the characteristics of other regions of the country, to create a new Lingnan characteristics. In recent years, the newly built Bao Mo Garden in Panyu District, which is a masterpiece of Lingnan gardens, has become very popular after its completion, which illustrates the vitality of Lingnan gardens. In addition, the creation of a mascot similar to Mickey Mouse, "Flower City", to strengthen the humanistic personality and regional characteristics of the "Flower City". Build four-season gardens - spring, summer, autumn and winter gardens, reflecting the evergreen and blooming "Flower City" characteristics, so that no matter what season, visitors can go to the blossoming gardens to enjoy the flowers. To build a flower garden, which will be a garden of flowers and related cultures at home and abroad, including (1) "Lingnan Flower Garden", which will display Lingnan flowers, their history and culture, as well as the long history and culture of Guangzhou's "Flower Market" and "Flower City". "(2) "China Flower Garden", a collection of famous flowers and plants from all over the country, as well as related culture; (3) "World Flower Garden", a collection of famous flowers and plants from all over the world, as well as related history and culture; ( (4) "Ecological Garden of Flowers and Trees", showing people the various ecological relationships between plants, insects and animals. These, through the physical, text, pictures, performances, participation and other forms of display, to play both the stars of the "Yue" and the effect of the sea of different types of floral culture at home and abroad, so that the center has become a set of sightseeing, leisure, consumption, shopping, trade, learning and so on in one of the scenic spots.
2. Flower City Plaza
Guangzhou has a number of aliases, "Sheep City", "Flower City" is the most famous. Guangzhou is currently building or planning a number of squares, the planning of the "Five Immortals Cultural Green Square", embodied in the "City of sheep" this nickname of the myths and legends. I think Guangzhou should also have a "Flower City Square", set up in the square "Flower City" iconic sculpture, with related cultural facilities and flowers and plants, to reflect the "Flower City" this alias of history and culture. The square is important because the "City of Flowers" is a place of historical and cultural significance. The importance of this square lies in the fact that "Flower City" is not a historical monument, not a point in Guangzhou, but a mobile resource widely connected with the traditional history and culture of Guangzhou as a whole as well as the real economy and society, and it is an unending resource connecting with the tradition, closely following the reality, and pointing to the future, with a greater historical value and practical significance. Flower City Plaza can take the northern part of Guangzhou as a key location for consideration, because the Baiyun Mountain in the north is the lung of Guangzhou, the main body of the "mountain" in the city of landscape and the focus of the construction of the Garden City, and then north of Conghua is the concentration of Guangzhou's water sources and ecological zones, and the Huadu District is one of the largest flower production bases in Guangzhou, and the northern part of the new airport and other key routes for Guangzhou's external transportation. Huadu District is one of the largest flower production bases in Guangzhou, and the northern part is also the main road for Guangzhou's external transportation such as the new airport, which is the most suitable ecological area for becoming the back garden of the city compared with the east, west and south of Guangzhou, and is not suitable to be used as a living, commercial and industrial area. If "Huacheng Plaza" can be combined with "Huacheng Cultural Center" and so on, or connected to the same, is the best choice.
At present, Guangzhou has a number of flower production base, scattered in different places, so Guangzhou's "Flower City Cultural Center", "Flower City Plaza" in the construction, there should be an overall planning and deployment, you can let Guangzhou's various flower bases in the form of shares The form of *** with the investment and construction, to avoid each other, duplication of construction, vicious competition, because tourism products is also a special municipal infrastructure construction, with non-repeatable and can not be changed at will characteristics.
(2) Flower Festival: "Flower City" highlights and dynamic image
1. cultural significance of the Flower Festival
While the domestic cultural festivals over the years to do a lot of, and there is a trend of proliferation, but as long as practical, distinctive features, is still a relatively easy to see the results of the way.
In the early 2000s, the author pointed out in "My Opinion on Shaping Guangzhou's Commercial Image" (⑤) that although the "Flower Market" is a characteristic festival in Guangzhou, it has been stuck in the traditional way since the reform and opening up, and the welfare component has gradually increased. Although this function is indispensable, the lack of connection between the flower market and Guangzhou as a national flower market, and the lack of effective utilization of the economic benefits of the flower market cannot be said to be a deficiency. It should be seen that the formation and development of the traditional flower market is also closely linked with the needs of trade and economic demand, the past model of smallholder economy, has been far from being able to adapt to today's economic needs. Flower market should be transformed, supplemented, with the needs of the development of the Guangzhou flower market, run into a national and even transnational flower market, so that both the function of the festival, but also for the Guangzhou flower industry to set up a distinctive, radiant image, to promote the further development of the flower industry. Happily, the Guangzhou Municipal Government has organized the "Guangzhou First Flower Festival and Flower Commodity Fair" (referred to as the "Flower Festival") from December 23, 2000 to January 1, 2001, with the theme of "Famous Flowers in Guangzhou, Trade and Economy". Famous flowers in Guangzhou, economic and trade through the nine states". Through tourism, flower trade, technical exchanges and collaboration, to establish a good image of Guangzhou Flower City, to promote the development of this backbone industry of flowers. Fangcun, known as the "Millennium Flower Town", opened the first Guangzhou Flower Expo Park in Fangcun District in January 2001 to welcome visitors from all directions. With the continuous enrichment and improvement of the future flower festival, will play a positive significance in promoting the development of Guangzhou's flower industry.
2. Cultural highlights of the Flower Festival - Hundred Flowers Society
Organized by the Flower Festival, the cultural program can not be too generalized. Flower Festival to have eye-catching cultural highlights, in order to attract attention. Dalian's costume festival because of the costume show this ornamental, artistic and participatory high cultural highlights and success, this is also because the costume itself has this foundation. So what are the highlights of the Flower Festival can be captured? I thought that the cultural highlights of the Flower Festival should in principle be unique, innovative and relevant to their own characteristics, detached from the flower festival's own characteristics of the highlights, will be difficult to sustain. The author's idea is: to hold a "Hundred Flowers" competition, participants should be familiar with the art of flower arrangement, flowers and health care, flower planting and flowers and ecology and other basic knowledge of flowers, to understand the history and culture of the city of flowers. The contestants will perform flower arranging, flower cooking and costume shows. The contest can be based on the personality characteristics of the contestants, the name of the flower as the name of the award, to "Cotton Tree Award" (fit), "Phoenix Award" (enthusiastic), "Peach and Plum Award" (knowledge-based) and so on, and then select the "King of Flowers". The "Flower King", "Flower God" and "Flower Fairy" are chosen to represent the first, second and third place. The "Hundred Flowers Club" can consider cooperating with Guangzhou TV station. Guangzhou TV station over the years to organize "advertising modeling contest", has accumulated a wealth of experience, "advertising modeling contest" held in the first few had produced a sensation, in recent years, the response has been less than before, there is a feeling of aging, there is a need to innovate, if you can change or re-examine the "Hundred Flowers Club". If we can change or run the "Hundred Flowers Club", I believe it will give people a refreshing feeling, but also because of the combination of the "Flower Festival", the impact will be much deeper and broader. Flower Festival with the help of Guangzhou TV's power, in manpower, material and financial investment will also have twice the effect with half the effort, this is a cultural festival with enterprises and media in complementary advantages, reciprocal **** enjoyment, complement each other's best cooperation.
3. Other activities of the Flower Festival
Guangzhou Flower Festival can also vigorously expand the flower diet, flower health care and flowers and clothing, flowers and home decorations and other projects, can be matched with food activities, fashion activities, the formation of flowers as the main body of the "flowers, food, clothing," interactive complementary effect! In addition, activities such as "Guangzhou Family Flower Arrangement Competition" and "International Flower Arrangement Competition" can be organized. In addition, Guangzhou's flower enterprises can also take advantage of Guangzhou's "Flower City", "Flower Market" brand, the flower market to foreign countries, to carry out related flowers, garden design and other business, in order to expand the "Flower City" influence. The influence of the "Flower City". Flower cultivation, preservation and other related technologies continue to improve, but also for such activities to create good conditions. 2000 Spring Festival, Guangzhou, there is a horticultural company to Hunan Changde's largest supermarkets to hold the Spring Flower Market, the local leaders to come to support the scene, the Changde people flocked to visit, once a new trend in the region, the company is also prepared to go to Shandong, Shanxi and other cities to run the Flower Market. (6) due to the flowers are not as distinctive as the local Cantonese cuisine, so companies should be aware of the front, the establishment of a large-scale field to do the flower market and the flower store's name brand (with trademarks, names, service features, image design, etc.), such as "Guangzhou Flower City" and other direct and concise name, which is also the floricultural industry in Guangzhou to the country, This is also an effective way to make Guangzhou's flower industry go to the whole country, expand its influence and improve its efficiency.
(C) "Flower City" information culture construction
1. Establishment of online "Guangzhou - Flower City"
This is from the information culture strategy to consider. The rapid development of contemporary information industrialization has brought about a global trend of informatization in other industries, and the establishment of online "Flower City" is a measure to upgrade the industry, expand the scale of influence and establish a distinctive image. This idea to the international Internet as a carrier, in two steps. The first step is to establish Guangzhou city-wide online "Flower City", the domestic and international information about flowers to focus on the formation of flower information city, including: (1) "Flower City" of the history and culture of the domestic culture of flowers around the world and the culture of flowers; (2) Guangzhou flower bases, enterprises, varieties, services, features; and so on. At present, Fangcun has initially started the construction of e-commerce flowers, which is a welcome signal. The second stage is to expand the scope of the establishment of cross-city, provincial and even transnational online "City of Flowers", the relevant flower information in other places into the network, to carry out online flower trading, flowers sent to send greetings from other places, the exchange of flower information and training and learning and other businesses. Although Guangzhou does not have a "Cantonese Flower Pavilion" at home and abroad like a Cantonese cuisine pavilion in terms of flowers, it can attract strong florists, flower growers, flower equipment and other related units to join the website, which is the realization of the "beauty of flowers in the city of flowers" to the cross-regional "beauty of flowers on the Internet". "Beauty in the online flower city" is an important foundation.
2. Encouragement of cultural creativity and creation of flowers as the theme
Compared with the long history and culture of Guangzhou flowers and the flower market is developed, Guangzhou, this theme of cultural creativity and creation appears to be backward. In today's information society, the cultural creation of flowers is also a kind of information communication, an effective and lasting advertising. For example, in ancient times, Zhang Ji's song "Maple Bridge Night Poisoning", so that the Cold Mountain Temple out of the big name; contemporary movie "Five Golden Flowers" the success of the creation of a great enhancement of the impact of Dali, Yunnan, "Five Golden Flowers" with its permanent charm so that the media to talk about endless for many years of free advertising, and "Five Golden Flowers" itself has become a Dali's tourism and cultural products; in the 80's, a song "Island of the Sun", triggering the number of people flocked to the Island of the Sun! ; ...... There is an old Chinese saying: "The mountain is not high, there are immortals are famous; the water is not deep, there are dragons are spiritual", which is this phenomenon. In this regard, the government should be at a certain stage to the flower theme of the creation of tilt, fostering its emergence, growth, songs and dances, feature films, novels, essays, cartoons, cartoons, handicrafts and so on are the form of creation; in addition to encouraging the local cultural people, but also to encourage the foreign cultural people also come to participate in the creation of and give such themes of the creation of awards and creative prizes, which is the creation of a characteristic of Guangzhou's cultural products and the preparation of the content of the Flower Festival This is also one of the measures to create cultural products with Guangzhou characteristics and prepare contents for the Flower Festival. In addition, the "Flower City" can be compiled into a concise and vivid small series of books, small picture books to promote publicity, made into a television film made of video to promote publicity, the television station can also organize some of the flowers as the theme of the "beauty in the City of Flowers," such as variety shows, to the knowledge of flowers, Art, customs, songs and dances as the content. Of course, this should be advocated in this regard to guide, can not be rigidly directive, to prevent detachment from reality, raw set.
Flowers are the traditional advantages of Guangzhou, but also has a plastic cultural connotation and image of the appearance of the industry, should become one of the main components of the Guangzhou Cultural Spectacular, a brand of the Guangzhou tourism industry. From a holistic point of view, the concentration of resources, rational allocation, and improve the construction of the "city of flowers" is to drive the tourism industry and other industries, shaping the image of the city personality and enhance the charm of the city's important content.
Notes:
①"Sending Judge Hou to Guangzhou to engage in";
②Zhao Yanhua: ""Over the river dragon" challenge to the flower industry in Yangcheng", "Guangzhou Huasheng", No. 1, 2001;
③BenQiu News: "the government to do" Peach Blossom Festival "Peasants' Fortune", Nanfang Daily, 2000-2-18-B4;
④Shen Xiaoping, "It's Not Just "Civilization's Lack of Virtue"", China Reform News, 2000-10-24;
5 24;
⑤ Lingnan Literature and History, No. 1, 2000;
6 Huang Linghua and Chen Dongming, "Guangzhou People Going Out of Province to Organize Flower Markets," Yangcheng Evening News 2000-1-28-A5.