diplomsko delo
Ingrid Merlak (Avtor), Milan Jurše (Mentor)

Povzetek

Namen evropskega projekta Zelene prestolnice Evrope je nagraditi prizadevanja mest na lokalni ravni. Trendi kažejo, da več kot dve tretjini Evropejcev živi v mestnih območjih in migracije v mesta stalno naraščajo. S tem pa se povečujejo zahteve na področju nastanitve, energije, vode, in prevoza. Zato je jasno, da je nujen premik k trajnostnemu mestnemu življenju. Če želimo, da bodo mesta tudi v prihodnje ostala čista in njihovo prebivalstvo zadovoljno, potrebujemo zelena mesta za zdravo življenje. V diplomskem delu smo analizirali promocijo in pozicioniranje mesta Ljubljane preko Projekta Zelena prestolnica Evrope. V empiričnem delu smo uporabili metodo deskripcije, s pomočjo katere smo predstavili Projekt Ljubljana – Zelena prestolnica Evrope 2016. Z metodo analize in metodo komparacije smo ugotavljali dosežene učinke Projekta Stockholm – Zelena prestolnica Evrope 2010 in ocenili prenosljivost dobrih praks ter podali pričakovane učinke na projekt Ljubljane- Zelene prestolnice Evrope. Ugotovili smo, da je mesto Ljubljana za pridobitev laskavega naslova Zelena prestolnica Evrope 2016 osnovne temelje postavila že leta 2007, ko je v svojo vizijo Ljubljane 2025 zapisala trajnostni razvoj mesta. Naslov je pridobila, ker je največ sprememb v pravo smer naredila v najkrajšem obdobju, ker ohranja in spodbuja zeleno identiteto mesta, ker uspešno uveljavlja trajnostno mobilnost, vzpostavlja območja za pešce in kolesarje in je na prvem mestu po ločenem zbiranju odpadkov v Evropi. Če primerjamo učinke, ki jih je doseglo mesto Stockholm v petih letih po prejemu naziva, lahko pričakujemo, da bo tudi mesto Ljubljana, če bo konsistentno nadaljevala projekte in promocijo v trajnostni razvoj po petih letih še bolj privlačno, tako za življenje v mestu, kot tudi za obiske turistov, jasno bo definirala svojo identiteto, okrepila znamko mesta, svoj ugled in vrednost. Z učinkovitim prenosom dobrih praks, ki so se izkazale za mesto Stockholm pa lahko svoje cilje doseže v krajšem obdobju, hkrati pa svoje dobre prakse deli s preostalimi mesti v Evropi. S tem se Ljubljana umešča na evropski in svetovni zemljevid, se uvršča med top 100 trajnostnih destinacij na svetu in postaja pomemben sogovornik v evropskem prostoru. Predstavlja pa tudi odličen vzgled v osrednjem in jugovzhodnem delu Evrope.

Ključne besede

promocija;pozicioniranje;blagovne znamke;zelena prestolnica;Ljubljana;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.11 - Diplomsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [I. Merlak]
UDK: 658.626:711.432(043.2)
COBISS: 12439324 Povezava se bo odprla v novem oknu
Št. ogledov: 689
Št. prenosov: 92
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Promotion and positioning of the city Ljubljana in the international environment
Sekundarni povzetek: The purpose of the European project European Green Capitals is to reward endeavours of cities on the local level. The trends show that over two thirds of the Europeans live in urban areas and that migrations into cities are in constant increase. Along with this the demands in the fields of housing, energy and water supply as well as transport are constantly increasing. It is therefore clear that a new move towards a sustainable development is urgent. If we want to keep our cities clean and their citizens happy also in future then it is green cities what we need for healthy life. In the diploma thesis we have analysed promotion and positioning of the City of Ljubljana within the Project European Green Capitals. In the empirical part we have used the method of description through which we have presented the project Ljubljana – European Green Capital 2016. By implementing the methods of analysis and comparison we have investigated the achieved results of the Project Stockholm - the European Green Capital 2010 and have assesed transferability of good practice and have stated anticipated effects on the Project Ljubljana – the European Green Capital . We have come to a conclusion that Ljubljana paved its way to the distinguished title of the European Green Capital 2016 already in 2007 when sustainable development was included in the vision of Ljubljana 2025. Ljubljana was awarded the title for having carried out a great number of changes into the right direction in the shortest possible period of time, for having preserved and prevented the green identity of the city, for successfully implementing sustainable mobility, for creating areas for pedestrians and cyclists and for taking the first place in Europe in separate collection of waste. If we consider the results that the City of Stockholm achieved in five years following the award we can anticipate that also the City of Ljubljana will in five years, if it consistently carries out the projects and promotion in the light of sustainable development, become even more attractive for the life in the city itself and for the visits of tourists. It will clearly define its identity, promote the city trade mark, its reputation and value. By means of an effective transfer of good practices that have proven good for the city of Stockholm Ljubljana can achieve its goals in an even shorter period of time and at the same time share the experience with other cities in Europe. In this way Ljubljana is situated on european and global maps, it is placed among a 100 of top sustainable destinations in the world and is becoming an ever more important partner in the European space. It serves as an excellent example in the central and southeastern parts of Europe.
Sekundarne ključne besede: promotion;positioning;trade mark;European Green Capital;
URN: URN:SI:UM:
Vrsta dela (COBISS): Diplomsko delo
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: II, 40 f.
ID: 9137415