Guangzhou.
The value and development of "Flower City" as a city brand
Original source: Proceedings of the Sixth Guangzhou Cultural Development Strategy Seminar
Author Zheng Rongji
Original issue 2001/04
About the author Guangzhou University
Text
1. The value of “Flower City” as a historical and cultural brand of Guangzhou< /p>
(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, evergreen vegetation and numerous flowers blooming all year round. It has a long history of growing flowers, loving flowers, admiring flowers and giving flowers as gifts. In the Han Dynasty, Guangzhou, with the emergence of the Maritime Silk Road trade, had introduced various overseas flowers. In the Tang Dynasty, Guangzhou's flowers had become famous throughout the country. The famous poet Meng Jiao once described the wonders of Guangzhou where there are still flowers and plants everywhere in winter: "The sea flowers are so wild." There is grass growing in winter, and I am dissatisfied with the garden without a home.”① During this period, the cultivation of foreign flowers such as jasmine, henna, frangipani, etc. was very common overseas, and the flower trading market had sprouted. At that time, Guangzhou flower girls tied various flowers with colorful ropes for sale, attracting Chinese and foreign tourists. In the middle of the Qing Dynasty, Guangzhou had formed the "Spring Festival Flower Market" that was the first in China and well-known at home and abroad. Three days before New Year's Eve every year, a flower market was formed in the area in front of the feudal lord office in the center of Guangzhou. The streets were filled with beauty and beauty, and crowds of people crowded for miles. Therefore, Guangzhou has won the reputation of "Flower City". Among domestic cities, this nickname and reputation are also unique to Guangzhou. The flower market has continued to this day and has a history of more than 200 years. It is a unique historical and cultural advantage of Guangzhou. In recent years, the jasmine flower market in Guangzhou has become bigger and bigger. It has been held in several municipal districts, attracting many people from outside the city and province to visit. Flowers have also become a spiritual product for Guangzhou citizens to beautify their homes and cultivate their temperament. , there is a scene of "appreciating flowers in the hall, adding fresh greenery to the balcony, visiting friends to send flower baskets, and learning flower art after work". From the perspective of the flower industry, Guangzhou currently has a flower planting area of ??70,000 acres, more than 2,000 flower varieties, and the annual flower output value has reached 1 billion yuan, accounting for more than 10% of the country. ② These indicators exceed those of Shanghai, Kunming, Beijing and other domestic countries. The flower market is the country's largest main flower production area, the country's production and supply center for potted ornamental plants, the country's main flower distribution center and the transportation center for imported flowers. Guangzhou's flower trade ranks first in the country, and the price of flowers controls the national price. . It can be seen that Guangzhou's flower industry has both profound historical and cultural connotations and a solid contemporary economic foundation. Coupled with excellent climatic conditions and unique geographical location, it has a unique advantageous position in the country and has broad market prospects. And the "Flower City" It is a potential urban historical and cultural brand in Guangzhou.
(2) The value of “Flower City” as a historical and cultural brand of Guangzhou
1. It has a stimulating effect on the development of Guangzhou's flower industry
Guangzhou's flower industry has strong strength and has made great achievements, but it cannot dilute the awareness of crisis and development awareness. Guangzhou's flower industry is also facing strong competition. For example, Kunming, Yunnan, after successfully hosting the World Expo last year, continues to write articles on flower culture this year; Shanghai's International Flower Festival has been held for several times, and the International Flower Festival in Chencun, Shunde is also facing challenges. Provincial capital Guangzhou... Generally speaking, Guangzhou's flower industry still suffers from the shortcomings of sufficient traditional business operation and lack of modern image operation. There are still insufficient information transmission, cultural packaging and image establishment, which to a certain extent restricts the further development of the flower industry and prevents this traditional industry from becoming an important part of shaping Guangzhou's image and personality and developing tourism. "Culture is the tangible economy, and the economy is the intangible culture." "Culture is tomorrow's economy." The promulgation and practice of these views in recent years illustrate the important role of culture in the economy in the information age and the knowledge-based economy. For example, Songgang Town in Nanhai held the "Peach Blossom Festival" during the Spring Festival in 2000. Peach blossoms in the town experienced an unprecedented "good market". The sales rate of locally grown peach blossoms reached 98%, and farmers' income increased by more than 3 million yuan during the Spring Festival. ③It can be seen that the development of the city brand "Flower City" can inject history and culture into Guangzhou's flower industry, inject "flower soul" and promote further development of the industry.
2. The "Flower City" plays a role in establishing the image and personality of Guangzhou's urban construction
Guangzhou's "small change every year and medium change every three years" has achieved gratifying achievements, which is committed to changing the urban environment. "Change" is consistent with the image construction of "Flower City", but it is not clear enough. Therefore, incorporating the development of the "Flower City" brand into urban construction planning can make the goal of Guangzhou's "Landscape City" more historical, cultural, and economic and social. Base. Although the term "landscape city" is very suitable for the natural characteristics of Guangzhou city, "landscape city" can be the common goal of many cities, and Guangzhou still lacks its own unique personality. Incorporating the brand "Flower City" can enhance the individual connotation of "Landscape City". It’s just that for a long time, the historical and cultural brand of “Flower City” has not received great attention 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, neglect of scientific planning and management, and neglect of urban ecological construction, Guangzhou's urban environment once deteriorated, and the phenomenon of "a flower city without flowers and a stone forest" appeared. In the past two years, there has been a greater has improved, but there is still a big gap compared with advanced domestic cities such as Shenzhen, Zhuhai, Zhongshan, and Dalian.
3. "Flower City" is Guangzhou's cultural tourism resource
Developing "Flower City" as a historical and cultural brand of Guangzhou will help create a new and attractive tourism selling point. At present, the characteristics of Guangzhou's humanistic and natural tourism resources are: the resources are rich and colorful, but many resources have the shortcomings of being "small, scattered, and unattractive". The man-made landscapes developed in the 1990s, such as the "World Grand View", are separated from the The sourceless water of its own history and culture, repetitive and lacking in individuality, has been proven to be a failure in practice. Therefore, based on Guangzhou's own unique history and culture, using comprehensive development ideas to form comprehensive advantages should be one of the main directions of Guangzhou's tourism development. Developing the "Flower City" as a themed tourism brand is a comprehensive development based on Guangzhou's own unique history and culture. It is also a resource that can avoid the short life cycle of man-made landscapes and enable sustainable development. The facts of Chinese and foreign cultural history show that basing one's own history and culture on one's own is not only one of the foundations of innovation, but also an important guarantee to avoid being easily cloned and achieve sustainable development. Harbin, also known as the "Ice City", develops cultural tourism with the theme of "ice". The annual Ice and Snow Festival and related activities attract a large number of domestic and foreign tourists to the city, becoming a unique cultural activity that has continued to grow over the years. .
4. "Flower City" is a new content in the construction of modern civilization in Guangzhou
Guangzhou people have a civilized tradition of loving and appreciating flowers, and show a good civilized spirit in the flower culture, such as the public places in Guangzhou There are flowers and plants everywhere, but there is very little robbery or theft of flowers and plants in Guangzhou. When I first arrived in Guangzhou more than ten years ago, I discovered this phenomenon and found it novel. Because this seemed unimaginable in the mainland city where the author lived at the time. After the reform and opening up, Guangzhou's flower culture has also affected the mainland. In the past few years, the author has read several reports about looting potted flowers from public houses in the mainland. Not long ago, hundreds of citizens looted potted flowers from large flower beds in a provincial capital. ④ In Guangzhou, not only during normal times, but also before the Spring Festival when every household buys flowers for the New Year, potted flowers are everywhere in the city’s public places, and it is rare to hear of people stealing or robbing flowers. This is also a manifestation of the folk civilization of the Flower City. After the reform and opening up, with the introduction of Western Valentine's Day, Christmas, Mother's Day and other festivals, traditional flower culture is also communicating with Western culture, absorbing Western civilization, adding Western and modern colors, the most obvious one is Valentine's Day Roses are popular among both sexes. It can be said that the creation of the image of "Flower City" is also conducive to promoting the traditional civilization of Guangzhou and promoting the construction of public civilization in Guangzhou.
2. The development of “Flower City” as a historical and cultural brand of Guangzhou
(1) Construction of the natural environment of “Flower City”
1. The layout of flowers and trees in the "Flower City"
In Hainan, there are coconut trees everywhere, which constitute the city's distinctive and harmonious features. No matter where you go in Hainan, when you see a coconut tree, you will feel like you are there. The feeling of Hainan. Guangzhou should consider using a type of flowers and trees that are most suitable for Guangzhou's growth and have unique characteristics to run through the city's main roads and play a role in guiding the main tone of the city.
Although kapok is the city flower of Guangzhou, its greening and shading effects are not good and can only be used as a local characteristic flower. Banyan trees have good greening and shading effects and are easy to create natural green "arcades". The disadvantage is that they can be found everywhere in the south. , lacks unique and distinctive Guangzhou characteristics, but in the absence of better alternatives to flowers and trees, banyan trees are still the first choice in Guangzhou. Under the main tone, each street, district, park, and square should have its own focus on flower planting and distribution to form a concentrated and distinctive effect, and avoid being messy, themeless, or monotonous. Each street, district, and park should plant and set up relevant flowers and trees according to its own historical and cultural characteristics and natural environment characteristics according to local conditions, highlight its own floral theme, and jointly form the hundreds of gardens in Guangzhou's "Flower City". For example, Xianlie Road uses red cotton, the city flower of Guangzhou, as the main body, and the tall and enthusiastic hero tree symbolizes the revolutionary spirit. Parks and communities near Xianlie Road can also use a variety of red cotton, with red cotton as the main body and other flowers as supplements. The red cotton garden makes this road a good place to appreciate red cotton in March and April. The flowers and the scenery complement each other, which can promote tourism of modern revolutionary historical sites in this area. For example, the orchid garden has the theme of planting orchids, supplemented by various other flowers. Although the area is small, it has formed its own characteristics.
2． Community gardens should become the basic unit of Guangzhou's "Flower City" appearance
To achieve the goal of "the most livable city" in Guangzhou, community gardens should be vigorously developed. Currently, Guangzhou attaches great importance to the construction of parks. In addition to the old parks, 30 new parks have been built from 1997 to 2000 alone. Parks are also a component of the "Flower City", but the construction of community gardens cannot be ignored. Community gardens are more utilized by the general public than parks. Most people go to parks as tourist attractions, while community gardens are suitable for walking, leisure and other daily activities anytime and anywhere. For most residents, the park is relatively far away and it is not convenient to purchase tickets, but the community garden is much more convenient. The community garden provides a good activity place for residents in the area and becomes a place for residents to communicate with each other. Community gardens can also have the effect of uniformly and generally beautifying the city. Although the current real estate development in Guangzhou has implemented the practice of large-scale development by large developers, it is conducive to the establishment and management of communities and the development of community activities in the future. However, a large number of communities are still relatively backward. The author has been to many places in Guangzhou and found that some community gardens have been damaged to varying degrees. Some are also used as parking lots, some are piled with debris, and some are fenced in and become small bases for flower and tree production. . Most community gardens are small and monotonous, fail to integrate with community cultural activities, are poorly managed, and have backward facilities and environment. This problem also exists in newly built residential areas. In recent years, excellent community gardens such as Country Garden, Green Lake Villa, and Lijiang Garden have appeared in Guangzhou, reflecting modern people's demand for high-quality community gardens. The author recommends that Guangzhou hold a community garden design competition and build several demonstration sites to promote the construction of urban community gardens. A large number of community gardens are used as the basic unit of the city to create a garden-like city and at the same time form the characteristics of Guangzhou's garden city.
3. Lingnan gardens should become the main body of Huacheng's natural environment
Guangzhou has made gratifying achievements in urban natural environment construction from "a small change a year" in 1999 to a "medium change every three years" since 2000. , a large number of lawns, green trees, and flowers were planted, which made Guangzhou look beautiful for the first time. It is worth noting that lawn planting has become fashionable in China in recent years, but large lawns reflect the Western view of nature and culture, which is suitable for the national conditions in Europe and the United States where there are few people and people travel by car. It is not suitable for a densely populated and crowded environment like Guangzhou. Cities are not suitable for planting a large number of lawns, but are suitable for planting a large number of trees on both sides of the road. The arcades in Guangzhou are masterpieces adapted to the long summer and short winter climate in Guangzhou. In terms of ecological environment construction, Guangzhou needs natural "arcades". Through a variety of Trees, let trees create boulevards. When combining trees, flowers and architecture with architecture, attention should be paid to the characteristics of Lingnan gardens. Creating a sea of ??flowers and a green world in a Lingnan-style garden environment not only reflects the cultural personality of the East and Lingnan, but also suits the city conditions of Guangzhou. Lingnan Garden is one of the four major gardens in China. It has the characteristics of small scale and compact structure. It is very suitable for the "urban feel" of Guangzhou with high residential density. It is helpful to overcome the shortcomings of urban congestion, lack of public space and excessive land. Planting lawns is not suitable for Guangzhou's "urban atmosphere". In this regard, the construction experience of Lanpu Park is also worth learning from.
Lanpu is located in a busy city and has a long and narrow garden. However, the designers cleverly used various gardening techniques of Lingnan gardens to make the park staggered and rich in content. It seeks tranquility in the bustle, and makes the park look bigger in the small.
3. Construction of the cultural environment of the "Flower City"
(1) Construction of cultural facilities of the "Flower City"
1. Huacheng Cultural Center
In urban construction, environment is the foundation and culture is the soul. The two complement each other and are indispensable. The reason why the urban area of ??Shenzhen Overseas Chinese Town has become a new tourist destination after "Splendid China" and other major scenic spots is that it adheres to the development concepts of "building a city in a garden" and "environmental advantages are the foundation and cultural advantages are the soul". The urban green coverage rate has reached about 50%, forming a sea of ??green and a world of flowers. At the same time, a series of cultural facilities such as "Sculpture Corridor" have been constructed, which has greatly improved the taste of the garden-style urban area. In recent years, every holiday, tourists who visit the "city" outside the Overseas Chinese Town scenic area without buying tickets and tourists who buy tickets to enter the scenic area have been evenly divided. Even in normal times, the former account for 30% of the latter, injecting an injection into the OCT tourism industry. New content. In addition to creating a Flower City environment with green leaves and flowers everywhere and fresh air everywhere, Guangzhou must also strive to inject historical and cultural connotations into the "Flower City". It must have some unique cultural facilities to match it and have a city that reflects the history of the "Flower City" A center of culture and typical characteristics, this center is to the "Flower City" what eyes are to people. In the overall construction of the center, first of all, we should avoid the one-sided pursuit of European style fashion, but focus on integrating it with Lingnan architectural and garden culture to further highlight the Lingnan characteristics that belong to its own advantages, or to integrate Lingnan tradition and European style with other domestic styles. Regional characteristics are combined to create a new Lingnan characteristic. The newly built Baomo Garden in Panyu District in recent years, which is a masterpiece of Lingnan gardens, has become very popular after its completion, which illustrates the vitality of Lingnan gardens. In addition, create a "Flower City" mascot similar to Mickey Mouse to strengthen the humanistic personality and regional characteristics of the "Flower City". The four-season gardens—spring garden, summer garden, autumn garden, and winter garden—are built to reflect the characteristics of a “flower city” with evergreens and flowers blooming in all seasons, so that visitors can enjoy flowers in the blooming gardens no matter what season they are in. Build a flower style garden to become a garden that integrates flowers and related cultures at home and abroad, including (1) "Lingnan Flower Garden", which displays Lingnan flowers, their history and culture, and the long history and culture of Guangzhou's "Flower Market" and "Flower City"; (2) "Chinese Flower Garden", a collection of famous flowers and plants from all over the country, as well as related cultures; (3) "World Flower Garden", a collection of famous flowers and plants from all over the world, as well as related history and culture; (4) " "Flower and Tree Ecological Garden" shows people the various ecological relationships between plants, insects and animals. The above, through the display of physical objects, text, pictures, performances, participation, etc., has the effect of not only spotlighting "Guangdong" but also embracing different types of flower culture at home and abroad, making the center a center integrating tourism, leisure, consumption, A scenic spot that integrates shopping, trade, and learning.
2． Huacheng Square
Guangzhou has many nicknames, among which "Yangcheng" and "Flower City" are the most famous. Currently, many squares are being built or planned in Guangzhou. The planned "Wuxianguan Cultural Greening Square" reflects the myth and legend of the "Sheep City". The author believes that Guangzhou should also have a "Flower City Square", with iconic sculptures of the "Flower City" in the square, along with related cultural facilities, flowers and plants, to reflect the history and culture of the nickname "Flower City". The importance of this square lies in the fact that the "Flower City" is not a historical relic or a point in Guangzhou, but a mobile resource that is widely connected with the entire traditional history and culture of Guangzhou and the real economy and society. It is a link between tradition and reality. Resources that point to the future are endless and have great historical value and practical significance. Huacheng Square can consider the northern part of Guangzhou as a key location, because Baiyun Mountain in the north is the lung of Guangzhou, the main body of the "mountain" in the landscape city, and a key area for building a garden city. Further north, Conghua is the water source and water source of Guangzhou. A place where ecological belts are concentrated, Huadu District is one of the largest flower production bases in Guangzhou. The north is also an important thoroughfare for Guangzhou’s external transportation such as the new airport. Compared with the east, west and south of Guangzhou, it is most suitable to become an urban back garden-style ecological area. , not suitable for living, commercial and industrial areas. It would be the best choice if the "Flower City Plaza" could be integrated or connected to the "Flower City Cultural Center".
Currently, there are multiple flower production bases in Guangzhou, scattered in different places. Therefore, there should be an overall planning and deployment in the construction of Guangzhou’s “Flower City Cultural Center” and “Flower City Plaza” to allow Each flower base in Guangzhou cooperates in investment and construction in the form of shares to avoid fragmentation, duplication of construction, and vicious competition, because tourism products are also a special municipal infrastructure construction that is non-repeatable and cannot be changed at will.
(2) Flower Festival: Highlights and dynamic image of the "Flower City"
1. The Cultural Significance of the Flower Festival
Although there have been many domestic cultural festivals in recent years, and there is a tendency for them to spread, it is still a relatively easy and effective method as long as it is realistic and has distinctive characteristics.
In early 2000, the author pointed out in "My Opinions on Shaping Guangzhou's Commercial Image"⑤: Although the "Flower Market" is a distinctive festival in Guangzhou, it has remained in the traditional way since the reform and opening up, and the welfare The sexual component gradually increases. Although this function is indispensable, the flower market lacks connection with Guangzhou as a national flower market, and the economic benefits of the flower market have not been effectively brought into play, which cannot but be said to be a shortcoming. It should be noted that the formation and development of traditional flower markets are also closely related to economic and trade needs. The previous small-scale farmer economic model is far from being able to meet the needs of today's economy. The flower market should be transformed and supplemented to meet the needs of the development of the Guangzhou flower market and become a national or even transnational flower market, so that it not only has the function of a festival, but also establishes a distinctive and radiating influence for the Guangzhou flower industry. image and promote the further development of the flower industry. Fortunately, the Guangzhou Municipal Government held the "Guangzhou First Flower Festival and Flower Trade Fair" (referred to as the "Flower Festival") from December 23, 2000 to January 1, 2001, with the theme of "Famous Flowers" Connecting with Guangzhou and connecting Jiuzhou with economy and trade.” Through tourism and appreciation, flower trade, technical exchanges and collaboration, we will establish a beautiful image of Guangzhou Flower City and promote the development of the backbone industry of flowers. In Fangcun, known as the "Millennium Flower Town", the first Fangcun District Guangzhou Flower Expo Park also opened in January 2001 to welcome guests from all over the world. As the Flower Festival continues to be enriched and improved in the future, it will play a positive role in promoting the development of Guangzhou's flower industry.
2. The cultural highlight of the Flower Festival--Hundred Flowers Festival
When holding a Flower Festival, cultural programs should not be too general. The flower festival must have eye-catching cultural highlights to attract attention. Dalian's Fashion Festival is successful because of its costume performance, which is a highly ornamental, artistic and participatory cultural highlight. This is also because the costume itself has this foundation. So what are the highlights of the Flower Festival to capture? The author believes that in principle, the cultural highlights of the Flower Festival should be unique, novel and in line with its own characteristics. Highlights that are divorced from the characteristics of the Flower Festival will be difficult to last. The author's idea is to hold a "Hundred Flowers" competition. Participants should be familiar with basic knowledge about flowers such as flower arrangement art, flowers and health care, flower planting, flowers and ecology, and understand the history and culture of the Flower City. There will be performances such as flower arrangement, flower cooking, and costume performances. The competition can use flower names as the names of the awards based on the personality characteristics of the contestants, such as "Red Cotton Award" (for fitness), "Phoenix Award" (for enthusiasm), "Peach and Plum Award" (for knowledge), etc. Then the "Flower King", "Flower God" and "Flower Fairy" will be selected to represent the first, second and third runner-up. "Baihua Club" can consider cooperating with Guangzhou TV Station for holding "Advertising Model Contest" for many years and has accumulated experience. With rich experience, the first few editions of the "Advertising Model Contest" caused a sensation. In recent years, the response has not been as good as before. There is a feeling of aging and the need for innovation. If the "Hundred Flowers Festival" can be changed or held again, I believe that It will give people a refreshing feeling, and because it is combined with the "Flower Festival", the impact will be much deeper and wider. With the help of Guangzhou TV Station, the Flower Festival will have twice the result with half the effort in terms of human, material and financial resources. This is culture. The best cooperation between the festival, enterprises and media is to complement each other's advantages, share mutual benefits and complement each other.
3. Other activities of the Flower Festival
The Flower Festival in Guangzhou can also be vigorously expanded. Projects such as flower catering, flower health care, flowers and clothing, flowers and home decoration can be coordinated with food activities and fashion activities to form an interactive and complementary effect of "flowers, food, and brocade clothes" with flowers as the main body; "Guangzhou Family" can be held Flower Arrangement Competition", "International Flower Arrangement Competition" and other activities.
In addition, flower companies in Guangzhou can also use the brand of Guangzhou's "Flower City" and "Flower Market" to host flower markets in other places and carry out flowers, garden design and other businesses to expand the influence of the "Flower City". The continuous improvement of related technologies such as flower cultivation and preservation has also created good conditions for this kind of activity. During the Spring Festival in 2000, a gardening company in Guangzhou held a Spring Festival flower market in the largest supermarket in Changde, Hunan. Local leaders came to support it, and Changde citizens flocked to visit. It became a local trend. The company is also preparing to hold flower markets in some cities such as Shandong and Shanxi. . ⑥ Since flowers are not as distinctively local as Cantonese cuisine, enterprises must be forward-thinking and establish large-scale famous brands of flower markets and flower shops in other places (with trademarks, names, service features, image designs, etc.), such as using " A direct and concise name such as "Guangzhou Flower City" is also an effective way for Guangzhou's flower industry to go nationwide, expand its influence and improve efficiency.
(3) Information culture construction of "Flower City"
1. Establishing an online "Guangzhou-Flower City"
This is considered from the perspective of information culture strategy. The rapid development of contemporary information industrialization has brought about the general trend of informationization in other industries around the world. The establishment of an online "Flower City" is a measure to upgrade the industry, expand its scale and influence, and establish a distinctive image. This idea uses the international Internet as a carrier and takes two steps. The first step is to establish a Guangzhou-wide online "Flower City" to collect information about flowers at home and abroad to form a flower information city. The content includes: (1) The history and culture of the "Flower City", the flower culture and flower culture in various parts of the country. Flower culture from all over the world; (2) Guangzhou flower base, enterprises, varieties, services, characteristics; etc. At present, Fangcun has initially started the construction of flower e-commerce, which is a gratifying signal. The second stage is to expand the scope and establish a cross-city, provincial and even cross-border online "Flower City" to incorporate flower information related to other places into the network, and carry out online flower transactions, sending congratulatory flowers to other places, flower information exchange, training and learning, etc. In terms of flowers, although Guangzhou does not have "Cantonese flower restaurants" all over the country like Cantonese restaurants, it can attract powerful florists, florists, flower equipment and other related units from other places to join the website. This is to realize the "beauty of flowers". Flower City” to the cross-regional “Beauty Online Flower City”.
2. Encourage cultural creativity and creation based on flowers
Compared with Guangzhou's long history and culture of flowers and the development of its flower market, Guangzhou's cultural creativity and creation on this theme seem to lag behind. In today's information society, the cultural creation of flowers is also a kind of information transmission, an effective and lasting advertising. For example, Zhang Ji's ancient song "Night Mooring on the Maple Bridge" made Hanshan Temple famous; the successful creation of the contemporary film "Five Golden Flowers" greatly enhanced the influence of Dali, Yunnan. "Five Golden Flowers" is famous for its The media can’t stop talking about its eternal charm, and it has provided free advertising for many years, and "Five Golden Flowers" itself has become a tourist cultural product of Dali; in the 1980s, the song "Sun Island" caused many people to flock to Sun Island; ...There is an old saying in China: "If the mountain is not high, the immortal will be famous; if the water is not deep, the dragon will be spiritual." This is what it refers to. In this regard, the government should tilt towards the creation of flower themes at a certain stage and support its emergence and growth. Songs and dances, feature films, novels, essays, comics, cartoons, handicrafts, etc. are all forms of creation; in addition to encouraging local cultural people, It is necessary to encourage cultural people from other places to participate in the creation, and to give creation awards and creative awards for such themes. This is also one of the measures to create cultural products with Guangzhou characteristics and prepare content for the Flower Festival. In addition, "Flower City" can be compiled into a concise and vivid book series or picture album for promotion and promotion, and can be made into a TV film and DVD for promotion and promotion. TV stations can also organize some variety shows with flowers as the theme, such as "Beauty in the Flower City" , based on flower knowledge, art, customs, songs and dances, etc. Of course, this aspect should be guided by guidance, not rigid instructions, and we must avoid being divorced from reality and copying things mechanically.
Flowers are an industry in Guangzhou that has both traditional advantages and plastic cultural connotation and image appearance. It should become one of the main components of the Guangzhou Cultural Grand View Garden and a brand of Guangzhou's tourism industry. From an overall perspective, concentrating resources, allocating them rationally, and building a "Flower City" is an important part of driving tourism and other industries, shaping the city's image and personality, and enhancing its charm.
Notes:
① "Send Judge Hou to Guangzhou to Work";
② Zhao Yanhua: ""Dragon Crossing the River" Challenges Yangcheng Flower Industry", "Guangzhou "Hua Sheng", Issue 1, 2001;
③ News from this newspaper: "The government organizes the "Peach Blossom Festival" for farmers to "make fortune", "Nanfang Daily" 2000-2-18-B4;
④Shen Xiaoping "Not Just "Civilization Is Immoral"", "China Reform Daily" 2000-10-24;
⑤"Lingnan Literature and History", Issue 1, 2000;
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⑥Huang Linghua, Chen Dongming: "Guangzhou people go out to the province to hold flower markets", "Yangcheng Evening News" 2000-1-28-A5.