学位论文

景观意象与社区景观策划

李国钦

摘要：现代景观专业的宗旨是为人居环境和城市建设服务的，对于房地产开发行业来说，景观专业的作用相当于对产品的外观环境包装设计一。房地产产品有一个产品策划阶段，作为外观形象的景观包装同样经历策划定位阶段，而房地产景观策划就是对房地产景观环境包装的策划定位。
　　木文就是针对居住社区的形象景观如何策划定位的研究。由于居住社区与城市街区的纹理结构、形态形象的相似性，因此对居住区景观形象策划的研究引入了凯文林奇的城市公共意象原理，通过对社区景观意象要素 (即类似于城市公共意象的边界、路径、节点、标志、区域)的形成机制研究，并结合产品策划学中的品牌形象标识构建原理对其进行整合机理探索，最后得出社区景观意象构建的基本理念、方法和技巧，籍此作为对居住房地产景观策划的初步研究探索。

关键词：景观意象 社区景观 房地产 策划

ABSTRACT: Abstract: The aim of the modern landscape architecture is to serve the human　settlement and urban construction. To trade of development of real estate, the function with specialized landscape architecture is equivalent to the environmental package design of appearance of the products correctly. Real estate has one stage of plotting, and real estate landscape plotting is to make a package design to real estate view plan.
This article direct against to inhabit community that how to make a landscape image plan research. Because the residential community similar to the lamination structure of the city block. So the study on view image plan in the inhabited region has introduced Kevin Lynch's public image principle of city, study through the forming mechanism to community's view purpose key element (namely similar to the fringe, path, node, sign, region of the image of the city), combine products plan brand image construction principle of sign in studying. Finally, it is conclude the purpose structure about the community view basic idea, method, and skill, regard this as the preliminary exploration plotting in inhabiting the real estate landscape plotting.