Why is the name of the airport controversial? The name of Beijing New Airport is very tangled, or simply called "Wu Dalang Airport".
Because the new Beijing airport under construction is located between Daxing in Beijing, Langfang in Hebei and Wuqing in Tianjin, all three places want to play their own local brands and are struggling with the naming of the new airport. Finally, some netizens suggested simply calling it "Wu Dalang Airport". For security reasons, there is no west gate in the airport ... it seems ridiculous, but it reflects people's attention and concern about the airport, a top-level urban resource.
In detail, "Wu Dalang Airport" is by no means an isolated case that caused concern and controversy because of the naming of the airport.
In 20 12, Yibin Airport was renamed Yibin Wuliangye Airport, which not only caused people to vomit, but also the People's Daily issued a document condemning this short-sighted behavior of naming the airport after the company regardless of the city image.
Sunan Shuofang Airport is located at the junction of Wuxi and Suzhou, and both sides have investments, so people have been calling for adding "Wuxi" and "Suzhou" to the name of the airport;
Yangzhou Taizhou Airport was criticized by Yangzhou people for its name, and there was no such thing as Yangzhou Taizhou in administration, which was cited as a joke.
Why is airport naming so concerned? What kind of thinking and brand top-level design is behind the airport naming? What are the misunderstandings in airport naming? What's the name of the airport?
Why is airport naming so concerned?
With the improvement of residents' income level and the expansion and optimization of flight routes, air travel has "flown into the homes of ordinary people".
In 20 15 years, the total passenger throughput of domestic airports reached 91477.33 million passengers, of which the annual passenger throughput of 26 airports reached more than10 million passengers. During the four years from 20 1 1 to 20 15, the average growth rate of passenger throughput of national airport routes reached 14.8%. The airport has become "people-friendly", the exposure is increasing, and the importance of airport naming is increasingly prominent.
Airport naming is different from enterprise naming, which needs to consider factors such as business and corporate image. Airport naming has become an increasingly important part of urban planning. Airport, as an important part of city brand building and a unique city business card, is of great significance and value to a city and has become one of the top resources of city brand building.
The name of the airport is an important signboard of a city. On the one hand, the frequency of citizens traveling by air has increased, which has expanded the contact with the airport. On the other hand, the airport, as a landmark public facility of the city, is also the representative and business card of the city image and the window for the world to understand the city. A good airport name has a radiation effect, so that passengers can clearly understand the cultural background and characteristics of the city.
1, city positioning is clear.
The positioning of the city is not only reflected in the city's propaganda slogans and city advertisements, but also the airport of the city is an important way to reveal the positioning of the city. The airport named after a scenic spot shows that this city is a tourist city, which clearly conveys which scenic spot is the most famous and must be visited.
For example, Qiemo County, known as the old capital of Jade King, renamed its new airport from Qiemo Airport to Qiemo Du Yu Airport, which clearly showed Qiemo County's unique advantages in jade. At the same time, we can also make good use of the location advantages and urban positioning of the South City of the ancient Silk Road, and Xinjiang is the second important node connecting the mainland and an important energy growth pole of the "Belt and Road".
There are Yuncheng Guangong Airport, Yichang Three Gorges Airport, sanming shaxian airport, Diqing Shangri-La Airport, Qianjiang Wulingshan Airport and Daocheng Aden Airport.
2. Highlight urban characteristics and cultural heritage.
For many passengers, when arriving in a city, the first contact is the airport of the city; Leaving a city, the last contact is the airport of the city, so the name of the airport leaves passengers with the first and last impression of the city. An airport name with strong urban characteristics and culture can always bring passengers infinite reverie and expectation for the city. A city has a history, a culture or a scenic spot. If the name of the airport can reflect the history, culture and scenic spots of the city, it is also a compass for passengers to quickly understand the city.
For example, when Xinzhou named the airport, it was very big. The airport is located in Wuweizhuang Village, Hongdao Town, Dingxiang County, Xinzhou City, Shanxi Province. Not to mention that no one knows the specific location of Dingxiang County or Hongdao Town, and even few people in Xinzhou know it. Finally, I made a wise decision and decided to name it Wuzhou Wutaishan Airport.
Although the airport is not in Wutai County, and it is 7 1 km away from Wutai Mountain Scenic Area, this joint naming method of "alongside big money" not only makes the world know Xinzhou at once, but also starts the core cultural connotation of Wutai Mountain in Xinzhou, which is also very attractive to consumers, and also enhances the influence and passenger flow of Wutai Mountain, which can be described as killing two birds with one stone.
Similarly, there are Yichun Mingyueshan Airport, Chizhou Jiuhuashan Airport, Jiujiang Lushan Airport, Anshun Huangguoshu Airport, Qinhuangdao Shanhaiguan Airport and Jixi Xingkai Lake Airport.
3. Accurately improve city brand marketing.
The exposure intensity of the airport name is self-evident, and most of the people flying back and forth are non-local tourists who are not familiar with the unique culture and scenic spots of the city. The name of the airport where passengers arrive is what passengers must know. Naming the airport according to the location of the city, and then using the name of the airport as a channel, can effectively reach foreign tourists who want to know the characteristics of the city. This way of city brand communication is low-cost and efficient for cities.
For example, Jinjiang, as the most developed county-level city in southern Fujian, has always had frequent business and cultural exchanges with foreign countries. People very much hope to build an airport to facilitate foreign cooperation and make Jinjiang a city brand. As a result, with the joint efforts of the people, overseas Chinese and the Jinjiang government, it is said that Jinjiang Airport was completely built by private financing of 654.38 billion yuan. 1996 was out of control after the opening. In 20 15, all airports in China ranked 46th in passenger traffic and 37th in freight traffic.
Later, Quanzhou, the superior government, realized that the airport was too important for a city and wanted to apply for the airport. The result was not approved, because Jinjiang Airport already exists, and the distance is too close, so repeated construction is not allowed. Later, Quanzhou seized the opportunity of Jinjiang Airport expansion. It is said that Quanzhou invested 654.38 billion yuan to complete the expansion. The only requirement is to add the word "Quanzhou" to the name of the airport and upgrade it to an international airport, so there is "Quanzhou Jinjiang International Airport".
There are Guangzhou Baiyun Airport, Hangzhou Xiaoshan Airport, Shanghai Pudong Airport, Xi 'an Xianyang Airport, Chengdu Shuangliu Airport, Shenzhen Baoan Airport, Tianjin Binhai Airport, Zhengzhou Xinzheng Airport and Haikou meilan airport.
A variety of airport naming methods, which is the most effective?
The name of the airport is so important to a city, so how do domestic airports generally determine the name? The methods of each city can be described as eight immortals crossing the sea, each showing its magical powers, which can be described as varied and sometimes even makes people laugh and cry.
Generally speaking, according to Article 38 of the Regulations on the Licensing of Civil Airports, the name of a transport airport should consist of the name of the city (or region) where the airport is located and the name of the specific location of the airport. However, this naming requirement is not mandatory. Many domestic airports have adopted flexible airport naming methods according to local resources and advantages. But it is this flexibility that embodies the marketing wisdom of airport naming and the top-level design of the city.
The most common naming method is "the name of the city (or place) where the airport is located+the specific name of the airport+(international) airport", such as Wuhan Tianhe International Airport, Xuzhou Guanyin International Airport and Changzhou Niu Ben International Airport, which is the mainstream of airport naming in China.
However, there is a problem with this naming method. As far as the definition of specific location is concerned, the Regulations on Civil Airport Permission is not clearly defined. Whether this "specific location" is a village, town, street or county or city can be determined by the government where the airport is located and reported to the Civil Aviation Administration for approval.
The naming method of "airport city (or place) name+airport scenic spot+(international) airport" also has many markets in China. Take Lianyungang Huaguoshan Airport as an example. The airport is located in Xiao Akun, Guanyun County, more than 30 kilometers away from Huaguoshan in Haizhou District, but it is still named after the more famous and iconic Huaguoshan scenic spot. The same is true of Mingyue Mountain in Yichun. Mingyue Mountain Airport is located in Yuanzhou District, Yichun City, Jiangxi Province, and Mingyue Mountain Scenic Area is located in the suburbs of Yichun. Mingyue Mountain is named after Yichun as a famous scenic spot. Including Wutaishan Airport in Xinzhou and Lushan Airport in Jiujiang. , are the naming methods of the city name+scenic spot name.
This naming method has no strict restrictions on the definition of specific scenic spots. Whether it is the scenic spots in the big city where the airport is located or the scenic spots in the small place where the airport is located, it actually leaves space and various possibilities for airport naming.
In addition to the above two common naming methods, airport naming has also added some cultural, historical and industrial considerations, resulting in other naming methods. For example, Yichang Three Gorges Airport, located in Xiaoting District, Yichang City, Hubei Province, 55 kilometers away from the Three Gorges Dam, should have been named Yichang Xiaoting Airport, but it is an important supporting project of the Three Gorges Project. The Three Gorges is more strategic than Xiaoting, so it was named Yichang Three Gorges Airport. What's more, it is directly named after the company name. For example, the original Yibin Airport was named after Wuliangye Group, a well-known local enterprise, and was renamed Yibin Wuliangye Airport.
Combing more than 200 domestic airports, we can summarize the common airport naming methods as follows:
Three misunderstandings of airport naming
Although some airport managers have realized the importance of airport names, there are still some airports that do not make full use of city business cards. Because some airport managers lack consciousness, there are three fatal misunderstandings in airport naming.
1, the name of the airport is named after a small place, which wastes this super-top resource in vain.
Many airports are used to naming with city name+town, village and street level, which is a waste of top-level resources of airport names and also a waste of exposure of millions to hundreds of millions of airport names every year.
There is no harm in naming the airport after the names of towns, villages and streets;
The position of 1) is too small, so popularize this small position;
2) The place name is too strange, the scope is too narrow, and passengers are not familiar with the place name with too small a scope;
3) It is difficult for a small area to have a unique charm for tourists to establish a unique impression of the city;
4) The naming of residential areas has a limited radiation effect on cities, which can only radiate villages and towns but not cities and counties, not to mention foreign cities and provinces.
On the contrary, if the airport is named after the names of counties and cities or related famous scenic spots and cultural resources, it will be well-known and easy to reflect the characteristics of the city, which will also greatly promote the overall urban marketing of these cities and regions.
For example, Wuhan Tianhe International Airport, as the only airport in Wuhan, has the highest passenger throughput in Central China and is one of the eight regional hub airports. But because it is located in Tianhe Street, huangpi district, Wuhan, it was named "Wuhan Tianhe International Airport". "Tianhe" can neither reflect the background and characteristics of Wuhan, but also has the same name as Tianhe District in Guangzhou. Because of its narrow naming range and small radiation range, it can't bring brand exposure to huangpi district, waste hundreds of millions of airport name exposure every year, and can't increase any regional popularity to huangpi district.
On the contrary, Hubei Province and Wuhan City have positioned Huangpi as the core area of Wuhan Aviation Economic Zone, the four major economic sectors in Wuhan, but they don't know how to use and graft such a super-top Wuhan airport resource to Huangpi. It would be great if it were called "Wuhan Huangpi International Airport"!
Similar airports include Nanjing Lukou (Town) Airport, Panzhihua Security Camp (Village) Airport, Ningbo Lishe (Village) Airport, Xiamen Gao Qi (Village) Airport, Jinan Yao Qiang (Town) Airport, Qingdao Liuting (Village) Airport, Kunming Changshui (Village) Airport, Dalian Zhoushuizi (Street) and Shenyang Taoxian (Town).
It is suggested that the leaders of the provincial and municipal governments where these airports are located should start the upgrading of small place names and the change of airport names as soon as possible, which is not only ridiculed and ignorant, but also wastes hundreds of millions of communication resources every year, and even spends tens of millions or even hundreds of millions of advertising fees on CCTV every year to spread the city brand names to the whole world or which channel.
2. The airport name contains uncommon words and polyphonic words, which are difficult to identify, remember and spread.
The name of the airport contains local uncommon or disyllabic place names, which makes it difficult for foreign tourists to identify it, increases the difficulty of identification and memory, and makes it difficult to impress passengers, let alone actively spread it.
For example, in Longyan Guanzhishan Airport, most people can't read or write the word "zhi", so it is naturally impossible for passengers to effectively remember the place names. Moreover, it is said that local people read zhài, which is more difficult to spread.
For another example, at Diwobao International Airport in Urumqi, the pronunciation of "Bao" is not [bo] that we often read, but [p], which leads local people and tourists to directly ignore the second half of the place name. It is also a waste of resources to call Diwobao International Airport Urumqi Airport for short.
There are also similar ones: Wusu in Nanning ([wéi] [xū]), Wusu in Taiyuan ([ǖ] [ǔ xi]), Longdongbao in Guiyang ([bǔ o] [bǔ]) and Baitabu in Lianyungang (.
A few years ago, at the invitation of Donghai County Committee and Government of Lianyungang City, I went to Donghai County to inspect the development of crystal industry, and when I gave lectures on urban marketing and industrial development to the government and local entrepreneurs, I suggested to the main leaders of the county Committee and government at that time that I could apply for a report from the superior government and civil aviation leaders and rename Lianyungang Baitabu Airport as Lianyungang Donghai Airport, similar to Quanzhou Jinjiang Airport and Hangzhou Xiaoshan Airport.
First, Baita Port often makes mistakes, which is not conducive to dissemination and promotion;
Second, the airport itself is in Donghai County, not in Lianyungang, which is closer to the East China Sea and farther from Lianyungang. The name change conforms to the relevant provisions of the Civil Aviation Administration;
Third, Baitabu is just a town, and no matter how it spreads and develops, it can't become the pillar and traction of the East China Sea, let alone Lianyungang. But at that time, the East China Sea had become a star county in Lianyungang, and the crystal industry was world-famous. This combination is very complementary and contributes to Lianyungang and the East China Sea.
It was such a matter of killing two birds with one stone, and the leaders at that time seemed to understand it, but there was no more. Today, it is even more regrettable that the state approved the relocation of Lianyungang Huaguoshan International Airport, and Donghai missed the 30-year opportunity for the great development of urban marketing.
3. The combination of airport names is unreasonable, confusing and misleading to tourists.
The biggest problem with this naming is that it does not use large and small place names, but only uses a so-called location word combination to form the so-called airport naming. For example, Luoyang North Suburb Airport.
The origin of this airport name, one is historical reasons. At that time, the relevant leaders often formed this name by some big government leaders slapping their heads casually, but the relevant leaders behind them dared not change it casually. The second is cognitive reasons. At that time, the relevant leaders did not have the relevant concept of urban marketing, nor did they realize the real value and role of the airport to a city.
For example, the airport in the northern suburbs of Luoyang, 1986 started construction, 1987 opened to traffic in September, 1,1opened to the public in August, 992. After the State Council approved the opening of Luoyang Airport, the supporting facilities were expanded, and the passenger throughput in 20 15 was 760,000, which is now the second in Henan.
At that time, the Luoyang Municipal Government formally submitted the Report on Submitting the Proposal for the Construction of Luoyang Civil Airport to the Henan Provincial Government, and the provincial government submitted the Luoyang Civil Airport Project Proposal to the State Council and the Central Military Commission. The State Council and the Central Military Commission approved the construction of Luoyang Civil Airport with the document "No.27". After repeated argumentation by the municipal government and the Civil Aviation Administration of Henan Province, it was decided to build a civil airport between Zhongtou and Matun in the northern suburb, which is 10 km away from the city center. In the report document, the airport people in the northern suburb of Luoyang were temporarily replaced, and this temporary era has been used until now.
Last year and this year, when I was on a business trip in Luoyang and Mengjin County (the county where the airport is located), I suggested with the relevant leaders of Luoyang Municipal Committee and Mengjin County Committee that the renaming of the airport in the northern suburbs of Luoyang should be started as soon as possible. The candidate names are: Jin Meng Airport in Luoyang (Jin Meng is called Little Luoyang, which is the root of Luoyang), Longmen Airport in Luoyang (Longmen Grottoes is a representative scenic spot in Luoyang), and Peony Airport in Luoyang (Peony is one of the pillar industries in Luoyang) ...................................................................................................... Fortunately, the governments of Luoyang City and Mengjin County listened to the suggestions and are said to have taken action.
There are similar ones: Jiamusi Airport, mianyang nanjiao airport, Yinchuan Hedong Airport, etc. I sincerely hope that the government leaders where these airports are located will have this awareness, just like the local government leaders in Luoyang, correct their mistakes as soon as possible, make full use of the top-level resources of airport names, truly take local development plans into account, and do a good job in the top-level design of city brand marketing.
Three principles and correct methods of airport naming
In airport naming, we should grasp three principles: easy to listen and remember, representative and wide radiation range.
Only by listening well and remembering well can passengers remember. If there are uncommon words or difficult words to remember, it will not stimulate passengers to remember the city effectively, or forget it in a blink of an eye. For example, changde taohuayuan airport can make passengers remember Changde better than Dalian Zhoushuizi Airport. Zhou Shuizi not only appears that the city is not atmospheric enough, but also puzzles passengers.
Representativeness means that the name of the airport should include the representative carrier of the city, which can represent the biggest characteristics of the city, such as scenic spots and culture. Therefore, many airports choose to name the airport after the most famous local scenic spots, so as to further enhance the visibility of the scenic spots and strengthen the positioning of the city. For example, sanming shaxian airport, which just opened to navigation this year, has a good name. As Shaxian and Shaxian snacks go to the whole country and the world, Sanming, which has been unknown, is tied up with Shaxian Airport and known to everyone.
Large radiation range means that the city in the airport name should be taken as large as possible, and the name of the street or village should be avoided as much as possible. Instead, the name of the district and county should be chosen to expand the radiation range of the airport name and avoid wasting resources.
Based on the naming principles of being easy to remember, representative and wide in radiation, the following methods can be adopted for airport naming.
1. Name the airport in the way of big city+small city.
In order to avoid the narrow scope of small city names, it is best for small cities to choose city names or district names. This naming method is widely used in airports, such as Shanghai Pudong Airport and Shenzhen Baoan Airport. Although it does not reflect the characteristics of the city, it has a wide radiation range, but it has enhanced the popularity of Pudong District and Baoan District.
There are many positive examples of this naming method. For example, Chengdu Shuangliu Airport and Zhengzhou Xinzheng Airport. But there are not a few counterexamples. For example, kunming changshui international airport and Yiwu International Airport.
1)? Pre-band and Post-band Mode of Geonames+Small Place Names.
Kunming changshui international airport might as well be named Kunming Guandu International Airport, with Changshui as the village name and Guandu as the district name. Guandu is more famous because it is an ancient historical city. Naming Kunming Guandu International Airport as the airport has more brand communication value and wider communication benefits. For example, Guangzhou Baiyun Airport, Hangzhou Xiaoshan Airport, Xi Xianyang Airport, Tianjin Binhai Airport, Haikou meilan airport, etc. are typical models with big names and small names.
2) Back band and front band mode with strong popularity and weak popularity.
Yiwu Airport is located in Yiwu, Jinhua. Just naming it after Yiwu wastes Jinhua's chance of getting city exposure. Jinhua people really have no vision and wisdom, and it is no wonder that Jinhua has not developed for so many years. If Jinhua Yiwu Airport is named, it will bring brand radiation and linkage effect to Jinhua and Yiwu at the same time.
For example, Chizhou Jiuhuashan Airport, Anshun Huangguoshu Airport, Qinhuangdao Shanhaiguan Airport, Baishan Changbai Mountain Airport and Jining Qufu Airport. They are all naming patterns before the back band.
2. Name the airport by the way of city name+city unique symbol.
Unique signs can include cultural elements, historical elements, industrial elements, landscape elements and so on. , highlighting the characteristics of the city and realizing differentiated occupations.
This naming method can be regarded as the embodiment of city positioning in airport names. There are many successful cases of naming airports in this way.
1) Name the airport with cultural elements. For example, Yuncheng named the airport "Yuncheng Guangong Airport", which not only showed the Guangong culture of Yuncheng as the hometown of Guan Yu, but also publicized the largest existing Guangong Temple in Yuncheng. 2065438+The 27th Guan Gong Cultural Tourism Festival just held from September 22nd to 26th, 2006 has received a good response at home and abroad.
2) Name the airport with historical elements. For example, Heihe Airport is suggested to be renamed as "Heihe Aihui Airport", which is a famous historical town. Naming Aihui as the airport reflects the humanistic background and spiritual temperament of Aihui city, which is of great significance for inheriting Aihui's history, promoting culture, highlighting characteristics, enhancing regional visibility and influence, and helping the economic and social development of Heihe City and Aihui District.
3) Name the airport after the famous scenic spots. For example, Nanning Wuxu International Airport is located in Wuxu Town, Jiangnan District, Nanning, but on the one hand, Wuxu has no popularity and cultural background, on the other hand, "Xu" is relatively uncommon and it is difficult to read it accurately. Qingxiu Mountain is a 5A-level scenic spot in Nanning. We might as well rename Nanning Wuxu International Airport Qingxiu Mountain International Airport.
4) Name the airport with industrial elements. When naming this way, we should make a long-term choice and should not use industrial elements without deep foundation and sustainable development. For example, Yibin Wuliangye Airport, a leading enterprise represented by liquor industry, is named after the airport, which can bring short-term economic benefits to Yibin and Wuliangye Group, but in the long run, it will have an impact due to the lack of cultural connotation and industrial risks.
3. Name the airport in the way of city+city or scenic spot+scenic spot.
Form an urban tourism circle and global tourism, and work together to win. This naming method is suitable for a single city with insufficient popularity, and can form an urban agglomeration together with surrounding cities, and replace the popularity of the city with the naming method of two cities to expand its influence.
For example, Taizhou Airport in Yangzhou, which city alone is not enough to represent all, and there is no way to represent all. Finally, the joint mode of simultaneous appearance is adopted. For easy memory, the locals call it Yang Tai Airport for short.
For example, Jiuzhai Huanglong Airport has played a propaganda role in Jiuzhaigou and Huanglong scenic spots, and also consolidated the tourism status of Aba Tibetan and Qiang Autonomous Prefecture where the airport is located.
Similarly, Yulin Yuyang Airport and Jieyang Chaoshan Airport.
As an important part of city brand building, airport naming is not only a simple word project, but also a simple surface project. Urban managers and planners should base themselves on the top-level design of urban brands, grasp the principles of commemoration, representativeness and wide radiation, take a solid first step in urban marketing and start the first shot of urban marketing.
In this way, the city brand is like driving on high-speed rail and high-speed. In all-round competition, it is easy to reach the destination earlier, and it is easy to get more priority resources, which is ultimately beneficial to one party.