Why do airports use small names instead of local names?

This answer is excerpted from "Jin Kun Shi Zhang Qiang?" If there is any infringement of the article written by Mr. Wang, please contact to delete it.

why is the name of the airport controversial? The name of the new airport in Beijing is entangled, or it should be called "Wudalang Airport"

Because the new airport in Beijing is located between Daxing in Beijing, Langfang in Hebei and Wuqing in Tianjin, and all three places want to brand their own places, and they are entangled in naming the new airport. Finally, some netizens suggested that it should be called "Wudalang Airport" simply. For safety reasons, the airport does not have a west gate .. It seems to be ridiculous, but what is reflected behind it is that.

In detail, "Wudalang Airport" is by no means an isolated case that caused concern and controversy because of the naming of the airport.

In p>212, Yibin Airport was renamed Yibin Wuliangye Airport, which not only caused people to vomit, but the People's Daily also issued a document condemning this short-sighted behavior of naming the airport after the company name, 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 has been criticized by Yangzhou people for its various names. Administratively, there is no such thing as Yangzhou Taizhou, which is a joke.

why is airport naming so concerned? What kind of thinking and brand top-level design are behind the airport naming? What are the misunderstandings in airport naming? What's the way to name the airport?

why does airport naming attract so much attention?

With the improvement of residents' income level and the expansion and optimization of flight routes, this mode of transportation has "flown into the homes of ordinary people".

in 215, the total passenger throughput of domestic airports reached 914,773,3 passengers, of which 26 airports had an annual passenger throughput of more than 1 million passengers. During the four years from 211 to 215, the average growth rate of passenger throughput of national airport routes reached 14.8%. The airport has become "people-friendly", the exposure has been increasing, and the importance of airport naming has become increasingly prominent.

airport naming is different from enterprise naming, which needs to consider factors such as business and corporate image, and airport naming has become an increasingly important part of urban planning. As an important part of city brand building, airport, as a unique city business card, is of great significance and value to a city and has become one of the top resources for 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 plane has increased, which has expanded the number of contacts with the airport. On the other hand, the airport, as a landmark public facility of the city, is also a representative and business card of the city image and a window for the world to understand the city. A good airport name has radiation effect, so that passengers can clearly understand the cultural background and characteristics of the city.

1. Clarify the positioning of the city

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 the scenic spot shows that the city is a tourist city, and clearly conveys which scenic spot is the most famous and must-visit.

For example, Qiemo County, which is known as the old capital of Jade King, renamed its new airport from Qiemo Airport to Qiemo Yudu 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 southern town of the ancient Silk Road, the second important node connecting the mainland in Xinjiang, and the important energy growth pole of the "Belt and Road".

There are also Yuncheng Guangong Airport, Yichang Three Gorges Airport, sanming shaxian airport, Diqing Shangri-La Airport, Qianjiang Wulingshan Airport and Daocheng Aden Airport.

2. Highlighting the city's characteristics and cultural heritage

For many tourists, the first contact with a city is its airport; When 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 impressions 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 airport name can reflect the city's history, culture and scenic spots, it is also a compass for passengers to quickly understand the city.

For example, Xinzhou was very big when naming the airport. 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, even few people in Xinzhou know it. Finally, it made a wise decision and decided to name it Xinzhou Wutaishan Airport.

although the airport is not located in Wutai county, and it is 71km away from Wutai mountain scenic spot, this joint naming method of "alongside big money" not only let the world know Xinzhou at once, but also started the core cultural connotation of Wutai mountain in Xinzhou, which is also very attractive to consumers, and also enhanced the influence and passenger flow of Wutai mountain, which can be described as killing four birds with one stone.

There are also Mingyueshan Airport in Yichun, Jiuhuashan Airport in Chizhou, Lushan Airport in Jiujiang, Huangguoshu Airport in Anshun, Shanhaiguan Airport in Qinhuangdao and Xingkai Lake Airport in Jixi.

3. Accurately improve the brand marketing of the city

It goes without saying that the exposure intensity of the airport name, and most of the people who fly 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 that passengers arrive at is something that passengers must know. Naming the airport based on 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, 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 at the same time make Jinjiang a city brand. As a result, with the concerted efforts of the people, overseas Chinese and the Jinjiang government, it is said that Jinjiang Airport was built entirely by raising 1 billion yuan from the people. After the navigation in 1996, it was out of control. In 215, passenger traffic ranked 46th among all airports in China, and freight ranked 37th.

Later, Quanzhou, the higher-level government, realized that the airport was too important for a city and wanted to apply for the airport. As a result, it was not approved, because Jinjiang Airport already existed and the distance was too close, so it was not allowed to be built repeatedly. Later, Quanzhou City seized the opportunity of the expansion of Jinjiang Airport. It is said that Quanzhou City invested 1 billion yuan to complete the expansion. The only requirement was that the word "Quanzhou" should be added to the name of the airport and upgraded to an international airport, so there was "Quanzhou Jinjiang International Airport".

There are also 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.

There are various airport naming methods, which one is the most effective?

the name of the airport is so important to a city, so how do domestic airports generally decide the name? The methods of each city can be described as eight immortals crossing the sea, showing their magical powers, and it can be described as varied, and sometimes even makes people laugh and cry.

generally speaking, according to article 38 of the regulations on permission of civil airports, the name of a transport airport should be composed of the name of the city (or prefecture) where the airport is located and the name of the specific place where the airport is located. However, this naming requirement is not mandatory, and many airports in China have adopted flexible airport naming methods according to local resources and advantages. But it is this flexibility that reflects the marketing wisdom of airport naming and the top-level design of the city.

it is the most common way to name the airport by "the name of the city (or prefecture) where the airport is located+the name of the specific location where the airport is located+(international) airport", such as Wuhan Tianhe International Airport, Xuzhou Guanyin International Airport and Changzhou Benniu International Airport, which is the mainstream of airport naming in China.

However, there is a problem with this naming method. As for the definition of the specific location, the Regulations on the Licensing of Civil Airports are not very clear. Whether this "specific location" is a village, town or street or a 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 "the name of the city (or prefecture) where the airport is located+the scenic spot where the airport is located+(international) airport" also has many markets in China. Take Lianyungang Huaguoshan Airport as an example. The airport is located in Xiao Akun, Guanyun County, which is more than 3 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 Mingyue Mountain because it is a famous scenic spot in Yichun. Including Wutaishan Airport in Xinzhou, Lushan Airport in Jiujiang, etc., are the naming methods of this city name+scenic spot name.

There is no strict restriction on the definition of specific scenic spots in this naming method. Whether it is a scenic spot in a big city where the airport is located or a scenic spot in a small place where the airport is located actually leaves space and various possibilities for the airport naming.

In addition to the above two common naming methods, other considerations such as culture, history and industry have been added to the airport naming, 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 and 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 name of the enterprise. For example, the original Yibin Airport was named after the well-known local enterprise Wuliangye Group and renamed Yibin Wuliangye Airport.

combing more than 2 airports in China, we can summarize the common airport naming methods as follows:

Three fatal misunderstandings in airport naming

Although some airport managers have realized the importance of airport names, some airports still fail to make full use of the city name card. Due to the lack of consciousness of some airport managers, there are three fatal misunderstandings in airport naming.

1. The airport name is named after a small place, which wastes this super-top resource in vain.

Many airports are used to naming with the city name+town, village and street names, which is a waste of this top-level resource, and it also wastes millions to hundreds of millions of airport name exposures every year.

naming the airport after the place names of towns, villages and streets will do no harm:

1) The location is too small to promote this small location;

2) The geographical names are too strange and the scope is too narrow, so passengers are not familiar with the geographical names 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 small-scale areas has 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 place names of counties and cities or related famous scenic spots and cultural resources, it will be well known, easily reflect the characteristics of cities, and 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. However, because it is located in Tianhe Street, huangpi district, Wuhan, it is named "Wuhan Tianhe International Airport". "Tianhe" can't reflect the background and characteristics of Wuhan, but also has the same name as Tianhe District in Guangzhou. Because of its narrow naming scope, the radiation range is too small to bring brand exposure to huangpi district, wasting hundreds of millions of airport name exposure every year, and it can't increase any regional visibility to huangpi district, Wuhan.

On the contrary, Hubei Province and Wuhan City have positioned Huangpi as the core area of Wuhan Aviation Economic Zone, which is 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. If only it were called "Wuhan Huangpi International Airport"!

There are also similar airports: Nanjing Lukou (town) airport, Panzhihua Baoan Camp (village) airport, Ningbo Lishe (village) airport, Xiamen Gaoqi (village) airport, Jinan Yaoqiang (town) airport, Qingdao Liuting (village) airport, Kunming Changshui (village) airport, Dalian Zhoushuizi (street) and Shenyang Taoxian.

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 laughed at for ignorance, but also wastes hundreds of millions of communication resources every year, but also spends tens of millions or even hundreds of millions of advertising fees every year to go to CCTV to make the city brand name known to the world or which channel.

2. It is difficult to identify, remember and spread the airport name with uncommon words and polyphonic words.

The airport name with local uncommon place names or polyphonic place names is difficult for foreign tourists to identify, which makes it more difficult to identify and remember, and it is difficult to impress passengers, let alone actively spread it.

For example, at Guanzhishan Airport in Longyan, most people can't read or write the word "Zhi", which naturally makes it impossible for passengers to remember the place names effectively. Moreover, it is said that the locals read zhài, which makes the communication more difficult.

For another example, at Diwobao International Airport in Urumqi, the pronunciation of "[bǎo]" is not [b? o] that we often read, but [p?], which causes locals and tourists to directly ignore the latter part of the place name. It is also a waste of resources to call Diwobao International Airport Urumqi Airport for short.

There are also: Nanning Wuxu ([wéi] [xū]), Taiyuan Wusu ([sù] [xi ǔ] [xi ǔ]), Guiyang Longdongbao ([bǔ o] [bǔ]) and Lianyungang.

At the invitation of Donghai County Committee and County Government of Lianyungang City, I went to Donghai County to inspect the development of crystal industry and give lectures on urban marketing and industrial development to the government and local entrepreneurs a few years ago. I suggested to the main leaders of the then county Committee and County Government that I could apply to the superior government and civil aviation leaders for a report to rename Lianyungang Baitabu Airport as Lianyungang Donghai Airport, similar to Quanzhou Jinjiang Airport and Hangzhou Xiaoshan Airport:

First, Baitabu is often mispronounced, which is not conducive to dissemination and promotion;

Second, the airport itself is located in Donghai County, not in Lianyungang City, which is closer to the East China Sea and farther from Lianyungang. The name change conforms to the relevant regulations 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 of Lianyungang, and the crystal industry was world-famous. This combination is very complementary, which helps Lianyungang and the East China Sea.

This is a completely unrelated matter, but the leaders at that time seemed to understand it, but there was no more. Today, it is even more regrettable that the state has approved the relocation of Lianyungang Huaguoshan International Airport, and Donghai has missed the 3-year opportunity for urban marketing to develop greatly.

3. The combination of airport names is unreasonable, which makes people confused and easily misleads tourists.

The biggest problem with this kind of naming is that neither large place names nor large names are used.