INF2007 développement durable & marketing urbain _mémoire de master _CH

Embed Size (px)

Citation preview

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    1/154

    GA_HBYLKM R_OALK 4

    @B IBZB@E^^BGBKY IR_AO@B

    BVY'L@ RK A_MRGBKY ZA@LIB 5

    Zlzlbk Gelkay

    Vev `a ilrbfylek i ^rej+ D+'O+ _aflkb

    By `bs~brylvb ib D+'^+ A``agaki

    vbgbvyrb iclzbr ?>>=

    Ggelrb ib Gavybr Lkvylyy ib Memra~clb JMVB

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    2/154

    Yey fb ql bvy vlg~`b bvy jas

    yey fb ql bvy feg~`lq bvy lkyl`lvao`b

    ^+ Za`r|

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    3/154

    _BVRGB 4

    Bk ?>>: `a Zl``b ib @avakkb iflib ilkyreilrb kb ~e`lylqb ib garhbylkm

    roalk oavb vr qayrb ~l`lbrv 4 `b v~ery by `E`|g~lvgb `a f`yrb `a

    jergaylek by `b izb`e~~bgbky irao`b+ @eodby ib fb yrazal` bvy ib

    vlkybrrembr vr `a za`lily i izb`e~~bgbky irao`b feggb armgbky ib

    ~regeylek+ ^er | r~ekirb l` a ja`` fekvyrlrb ~arylr ib `a `lyyrayrb kb

    igarfcb erlmlka`b ~brgbyyaky iza`br `a za`lily ik armgbky ib

    ~regeylek+ Fbyyb igarfcb fegolkaky ibv `gbkyv ib rj`bslek vr `ejjrb

    by vr `a ibgakib lkvlvyb vr `b jaly qb `armgbky ib ~regeylek iely yrb

    ~rvbky iakv `ejjrb ib `a zl``b by ql` iely bslvybr kb zlvlek feggkb ~argl

    `bv ayerlyv+ Ib ~`v l` iely yrb ~br feggb k fekvylyaky bvvbkylb` ib

    `ejjrb ~ar `a ~e~`aylek by va ~regeylek iely yrb fekjergb va ijlklylek

    ycerlqb+ L` iely ~ar al``brv r~ekirb k ~eybkylb` ib ibgakib 8 `lgamb

    ib `armgbky yb``b qb``b bvy ~brb ~ar `b ~o`lf'flo`b iely ferrbv~ekirb

    `lgamb glvb+ Jlka`bgbky l` iely bslvybr ibv afylekv e ibv ayyrloyv jery

    ~eybkylb` ib rb~rvbkyaylzly vr `bvqb`v `a ~regeylek ~by va~~|br ~er

    fekvyrlrb kb lgamb ib garqb jeryb klqb by iljjrbkflayrlfb+ Vl `ek a

    r~eki ~ar `ajjlrgaylzb `bkvbgo`b ib fbv qbvylekv a`erv `armgbky bvy

    za`lib ~er `a ~regeylek+ @b izb`e~~bgbky irao`b yb` qb ~raylq

    @avakkb bvy ~avv a jl`yrb ib fbyyb igarfcb+ Olbk qb `fcakyl``ek ibv

    ~brvekkbv lkybrrembv kb vely ~av vjjlvaky ~er vb ~rekekfbr ib jaek

    ijlklylzb ib kegorbvbv rvbrzbv eky y libkyljlbv+ Iljjrbkyv vfkarll

    ybrglkbky `b yrazal` alkvl qb ibv ~lvybv jyrbv ~er `a rbfcbrfcb+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    4/154

    GEYV F@BV 4

    Garhbylkm roalk izb`e~~bgbky irao`b armgbky ib ~regeylek

    igarfcb ib zrljlfaylek caolyakyv bkyrb~rlvbv yerlvybv ~o`lf'flo`b

    garfc ib klfcb lgamb ib garqb ~brfb~ylek rb~rvbkyaylek @avakkb+

    _BGB_FLBGBKYV 4

    Ib kegorbvbv ~brvekkbv eky fekyrlo `afczbgbky ib fb yrazal` 8

    qb``bv bk velbky lfl rbgbrflbv 4

    D+'O+ _aflkb 4 ~er vek veylbk iraky fb ggelrb by ~er vekbkycevlavgb feggklfaylj iraky yeyb `a irb ib gbv yibv+

    D+'^+ A``agaki 4 ~er vek bs~brylvb vbv fekvbl`v azlvv by vbv fekyafyvieky l` ga jaly okjlflbr+

    M+ Oekkari F+ Eyy by K+ Gbvvlbs 4 ~er `br aglfa`b rb`bfyrb+ @bv ~brvekkbv lkybrrembv ~er `br ilv~eklol`ly by `lkyry qb``bv eky

    gekyr ~er fb yrazal`+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    5/154

    @LVYB IBV AO_BZLAYLEKV

    II 4 Izb`e~~bgbky irao`b

    IRI 4 Izb`e~~bgbky roalk irao`b

    GR Garhbylkm roalk

    GRI Garhbylkm roalk oav vr k izb`e~~bgbky irao`b

    RV^ Vyraymlb garhbylkm fekvlvyaky za`erlvbr k ayyrloy

    qb `b ~reily bvy `b vb` ~re~evbr

    V]EY Eyl` garhbylkm rklvvaky `aka`|vb ibv jerfbv

    #Vyrbkmycv, ibv jalo`bvvbv #]bahkbvvbv, ibv

    e~~eryklyv #E~~eryklylbv, by ibv gbkafbv #Ycrbayv,+

    Ambkia ?1 `efa` ^remraggb iafylekv qkb zl``b e fe``bfylzly

    vbkmamb gbyyrb bk ~`afb ~er erlbkybr vek

    izb`e~~bgbky ib jaek ~`v irao`b

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    6/154

    UUUYAO@B IBV GAYLB_BVUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    L

    A+ LKY_EIRFYLEK 4 ?

    A+1 LKY_EIRFYLEK CLVYE_LQRB 4 ?

    A+? ^_EO@BGAYLQRB 4 11

    A+?+1'QRBVYLEKV ^EVBBV 11

    A+?+?'C\^EYCBVBV 1?

    A+?+6'E_LMLKA@LYB IR Y_AZAL@ 19

    A+6 GBYCEIE@EMLB 4 19

    A+6+1'FAI_B YCBE_LQRB IEKKB ^A_ @A @LYYB_AYR_B 19

    A+6+?'FAI_B IB ZA@LILYB 1=

    A+6+6'BFCB@@B 13

    A+6+9 _BJB_BKYLB@ MBEM_A^CLQRB #YB__LYEL_B BY FR@YR_B, 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    7/154

    UUUYAO@B IBV GAYLB_BVUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    LL

    I+ ILVFRVVLEK MBKB_A@B 4 ^E_YBB @LGLYBV BY _BFEGGAKIAYLEKV 1>:

    I+1 ^E_YBB 4 _BVR@YAYV IB @BYRIB 1>:

    I+? @LGLYBV 11>

    I+6 _BFEGGAKIAYLEKV 11?

    I+6+1 _BFEGGAKIAYLEKV A @A ZL@@B 11?

    I+6+? _BFEGGAKIAYLEKV ^ER_ @A _BFCB_FCB 11=

    B+ AKKBSBV+ 1?1

    B 1 OLO@LEM_A^CLB 1?1

    B+? @LVYB IBV ^B_VEKKBV LKYB__EMBBV 19>

    B+6 QRBVYLEKKAL_B I-BZA@RAYLEK IRKB _EGEYLEK IB @A ZL@@B OAVBB VR_ @B

    IBZB@E^^BGBKY IR_AO@B #II, 191

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    8/154

    1

    ^A_YLB A 4

    Lkyreifylek

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    9/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?

    A+ LKY_EIRFYLEK 4

    A+1 Lkyreifylek clvyerlqb 4

    @eodbfylj ib fbyyb lkyreifylek bvy ib ~rvbkybr k orbj clvyerlqb i

    garhbylkm roalk ~lv `b fcakmbgbky i `a gekila`lvaylek by vbv

    fekvqbkfbv ~er `bv zl``bv+ Iakv fbv fekvqbkfbv vbreky gbkylekkbv `a

    glvb bk ~`afb ib kezb``bv ~e`lylqbv ib garhbylkm roalk ieky fbryalkbv

    veky lkbjjlfafbv+ @a vyraymlb `avakkelvb vbra ~rvbkyb `a jlk ib fbyyb

    lkyreifylek+

    @b garhbylkm roalk a ~rlv vek bvver as Byayv'Rklv #]ari 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    10/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    6

    `a ~`akyb k vb` by ggb bv~afb+ @bv i~`afbgbkyv ibv ceggbv ibv

    fcevbv by ibv lkjergaylekv vb jeky kb zlybvvb affrb by ibv ~rls ib

    rbzlbky rilyv+ L` kbvy ~raylqbgbky ~av k felk i m`eob iakv `bqb`

    `ceggb kb ~lvvb vb rbkirb iakv `bv zlkmy'qayrb cbrbv+#, Yey vb ~avvbfeggb vl `b ybg~v by `bv~afb azalbky ilv~ar ~er `alvvbr ~`afb k zavyb

    rvba lggayrlb` ilkybri~bkiakfbv #^avvby 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    11/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    9

    ~`v ib jalrb fekflibr ibgakib by ejjrb i~bkvbv by rbfbyyb galv iakv `b

    fairb ik oimby ib `a zl``b ibzbk yre~ lkvjjlvaky by lkvyao`b ~ar ra~~ery

    vek kezba r`b ib frbr ibv kezb``bv rlfcbvvbv e rbzbkv 8 fb ql

    lg~`lqb ibslvybr vr ibv kezbas garfcv+

    Iakv fb oy ib frbr ib kezb``bv rlfcbvvbv iakv fb fairb m`eoa`lv `b

    garhbylkm roalk afyb` vbvy ~avvao`bgbky iljjrbkfl ib fbs ql `eky

    ~rfi+ L` vbry k kezb` eodbfylj 4 vb igarqbr ibv ayrbv flyv ~er

    ayyblkirb kb ~`afb ~rmkakyb iakv `a glvb bk rvba gekila` ibv zl``bv i

    SSLb vlf`b #]ari 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    12/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    2

    f`yrb ib v~ery byf, ~lv rbfekkayrb k eodby ql vbra vek RV^ by asbr va

    vyraymlb ib ~regeylek vr fby RV^+ Kev rbgarqekv ial``brv qb ib

    kegorbvbv gyre~e`bv `yl`lvbky azbf vffv+ Vb`bgbky iakv `a ra`ly l`

    bslvyb avvl ibv zl``bv #bk ~arylf`lbr fb``bv ib ge|bkkb yal``b, ql kb ilv~evbky~av iayyrafylek gadbrb e ib RV^ by ql kb veky ~av ggb ib

    fekfrrbkfbr `ejjrb ibv ~`v mrakibv+ Ib kegorbs aybrv #D+ Oelkey ?>>? 8

    ^+ Kelvbyyb 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    13/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :

    gaslgg,+ Ga`cbrbvbgbky `a `lyyrayrb ~rflyb kev a~~rbki qb fbv

    ~e`lylqbv ib feggklfaylek mkra`lvakybv kb vjjlvbky ~av avvrbr fbv

    zl``bv kb zrlyao`b iljjrbkflaylek by iekf k zral vffv #`b vffv vb yraily

    ~ar `a vaylvjafylek ibv ayybkybv ibv ~o`lfv flo`bv zlvlol`lvb ~ar bsbg~`b ~ar`affrelvvbgbky ib `a ~e~`aylek i kegorb ibkyrb~rlvbv by ib `br fcljjrb

    iajjalrbv ib `a jrqbkyaylek ibv va``bv ib v~bfyaf`bv byf,+

    Ib kegorbs aybrv rbfeggakibky a`erv fbv zl``bv ib fcelvlr k

    #zbkyb``bgbky qb`qbv, iegalkb#v, yrv ~rflv iakv `bqb` vb v~fla`lvbr+

    Iakv `a dkm`b ib `a feggklfaylek `b vb` bv~elr ib ragbkbr kb ob``b

    ~relb bvy iyrb v`bfylj ib vb fekfbkyrbr vr ibv flo`bv olbk i`lglybv ib

    ~raylqbr `a vbmgbkyaylek bk k gey ib ~raylqbr `b ~evlylekkbgbky #A+

    _lbv by D+ Yrey lk ^+ Kelvbyyb by J+ Za``brme 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    14/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    =

    ibvylkaylek ib mre~bv veflas yb` qb `bv rbyralyv e `bv dbkbv `a zlrya`

    e Kby Fly| k garhbylkm roalk oav vr kb ~regeylek lie`emlqb e

    rb`lmlbvb feggb `a Gbfqb ~ar bsbg~`b+

    Ek kb ve`lmkbra dagalv avvbt qb qb`qb vely `e~ylek rbybkb ~er `b RV^

    e ~er `a klfcb v~fla`lvb l` bvy aove`gbky kfbvvalrb qb``b vely bk `lbk

    ilrbfy azbf `bv obvelkv by `libkyly ib `a zl``b+ @a `lyyrayrb #@biry 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    15/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    3

    @a Zl``b ib @avakkb feggb klg~eryb qb``b zl``b efflibkya`b bvy

    fekjrekyb a kezba fekybsyb ib fekfrrbkfb zeq fl'ibvvv+ Iakv fb

    fairb b``b vbvy fcelvlb kb ~e`lylqb ib garhbylkm roalk ~re~rb bk

    aka`|vaky vek ejjrb by bk `a vbmgbkyaky bk qayrb mrakiv iegalkbv=

    4

    ' ^`b i-bsfb``bkfb bk gaylrb i-ifaylek by ib rbfcbrfcb' Zl``b ib f`yrb' Fa~lya`b e`|g~lqb by aiglklvyraylzb bk gaylrb ib v~ery' Fly i izb`e~~bgbky irao`b+

    Olbk qb `b fcels by `b kegorb ib fbv iegalkbv vely ilvfyao`b #ek keybra

    ~ar bsbg~`b qb `clvyelrb by `b ~ayrlgelkb k| a~~aralvvbky ~av ib jaek

    bs~`lflyb, l` jay bk yey fav vb j`lflybr qb `a zl``b aly ra`lv `lg~eryakfb

    ikb v`bfylek+ @bv ibs ~rbglbrv veky ikb erlmlka`ly rb`aylzb by vbgo`bky

    bk feg~aralvek azbf iayrbv zl``bv kb ~av yrb ibv armgbkyv iybrglkakyv+

    @e`|g~lvgb ~ar fekyrb bvy k zrlyao`b RV^ ~lvqb @avakkb bvy `a vb`b

    zl``b a gekib azelr `b irely ib vb ~ref`agbr fa~lya`b e`|g~lqb+ Qaky

    `a ~brylkbkfb i fcels i izb`e~~bgbky irao`b zel` dvybgbky `b fr

    ib keyrb yrazal`+

    Ib~lv ib kegorbvbv akkbv @avakkb fcbrfcb ag`lerbr vek bg~rblkyb

    fe`emlqb by iraol`lvbr vek izb`e~~bgbky roalk+ Vl olbk qb `a zl``b bvy

    ibzbkb ib kegorbs mariv k bsbg~`b bk Bre~b+ L` bvy zlibky qb `b

    izb`e~~bgbky irao`b #II, kb iely ~av yrb ~ervlzl iakv kb e~ylqb

    gbrfakyl`b 8 fb~bkiaky l` vbraly ieggamb kb jelv `a ~e`lylqb glvb vr ~lbi

    ib kb ~av bk ~rejlybr vl b``b bvy rb~rvbkyaly k ~evvlo`b azakyamb

    fekfrrbkylb`+

    Galv `b II kbvy ~av vb`bgbky kb ~evvlo`b klfcb r~ekiaky as bslmbkfbv

    ik garfc m`eoa`lv galv iely yrb ma`bgbky z feggb kb r~ekvb

    = @ARVAKKB #?>>:,+ ^razlv K ?>>:%21 4 Lkyreifylek ikb ~e`lylqb ib

    garhbylkm roalk by ik ~redby ib fly| gakambgbky bk Zl``b ib @avakkb+

    @avakkb+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    16/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    kezb``bv rb`aylekv bkyrb `bv~afb `a vefly by vek fekeglb qb kev

    fekkalvvekv+

    Alkvl vl ikb ~ary `a glvvlek ib `roaklvyb'memra~cb bvy ib vyrfyrbr`bv~afb roalk feggb bv~afb ib vlmkljlfaylek by ib veflaol`ly #@agltby

    ?>>? 4 1?

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    18/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    11

    A+? ^reo`gaylqb 4

    A+?+1'Qbvylekv ~evbv

    Fbyyb vbfylek rbfbkvb `bv qbvylekv qb vb ~evb `b yrazal` by asqb``bv l`

    vecalyb a~~erybr kb r~ekvb+

    Qbvy'fb qb `b garhbylkm roalk 5 Qb``bv veky vbv glvvlekv 5 Qb` bvy `b

    r`b by `a jekfylek ik ejjlfb ib garhbylkm roalk 5 Qb`v veky `bv vbrzlfbv

    qk yb` ejjlfb iely ~re~evbr 5

    Rkb rbzb ib `a `lyyrayrb ~brgbyyra ib r~ekirb fb ~rbglbr mre~b ib

    qbvylekv+ @b ~rbglbr eodbfylj ib fb yrazal` bvy iekf ib ravvbgo`br iljjrbkyv

    a~~eryv ycerlqbv ~rezbkaky ~er `bvvbkylb` i garhbylkm ibv vbrzlfbv ~er

    jerklr kb oavb ycerlqb ve`lib ~er `a fraylek ik ejjlfb ib garhbylkm

    roalk+

    Iakv `b fairb ikb ~e`lylqb ib garhbylkm roalk `b Izb`e~~bgbky

    Irao`b #II, ~by'l` yrb yl`lv feggb armgbky ib ~regeylek 5 Bvy'l`

    bjjlfafb ~er ~regezelr kb zl``b 5

    BY VL ERL 4 Feggbky @avakkb ~by'b``b ~regezelr vek II 5 Qb``b bvy `a

    igarfcb vlzrb ~er `a glvb bk ~`afb ikb ~e`lylqb ib garhbylkm roalk

    ik II 5

    Qb``bv ~bzbky yrb `bv armgbkyv ik Garhbylkm Rroalk oav vr k

    Izb`e~~bgbkyirao`b #GRI, by `bv afylekv e ayyrloyv ql ~bzbky alibky

    `l``vyrbr 5 Qb``b lgamb ib garqb fekvyrlrb ~er kb fly irao`b 5

    ^ar `b olalv ik qbvylekkalrb kev vecalyekv a~~erybr ibv `gbkyv ib

    r~ekvbv fb vbfeki mre~b ib qbvylekv+ Galv `a yal``b `lglyb ib fb yrazal`

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    19/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    1?

    kb ~brgby bk afk fav ib frelrb ql` vbra ~evvlo`b iekkbr ibv r~ekvbv

    bscavylzbv+ @a rj`bslek izb`e~~b fl'ibvvev kb iely yrb fekvlirb qb

    feggb k eyl` ialib `a iflvlek by kek feggb kb ve`ylek f`v bk

    galk +

    A+?+?'C|~eycvbv

    ^er fb yrazal` kev ~arylrekv ibv aslegbv ib oavb i garhbylkm roalk 4

    fbvy''ilrb qb kev kb kev ybkirekv ~av iazakyamb vr `b kezba

    fekybsyb aqb` veky veglvbv `bv zl``bv fekybsyb ib fekfrrbkfb iakv

    `bqb` l` jay fcbrfcbr vb iljjrbkflbr+ Kev ~rbkirekv ma`bgbky ~eryao`l qb fbyyb iljjrbkflaylek kbvy ~av ayyblkyb ~er `bv zl``bv ib ge|bkkb

    yal``b by vakv RV^ by qb``bv ielzbky bk fekvqbkfb fcbrfcbr ib kezbas

    armgbkyv ib ~regeylek ~er vb iljjrbkflbr+ Kev kb rbgbyyrekv ~av kek

    ~`v bk favb `b olbk'jeki by `bjjlfafly i garhbylkm roalk+ Jlka`bgbky

    iakv `b fairb ib fb garhbylkm roalk kev kb kev ayyaribrekv ~av vr `a

    kfbvvly id ve`lmkb fl'ibvvv ib ~regezelr k eodby%vdby bk `lbk

    azbf `libkyly ib `a zl``b 8 eodby ib ~regeylek iakv `bqb` l` bvy aove`gbky

    bvvbkylb` qb `bv caolyakyv ~lvvbky vb rbfekkayrb+

    Jafb as qbvylekv ve`bzbv iakv `a vbfylek ~rfibkyb #A+?+1, by jery ib

    `bfyrbv by ib yrazas bs~`erayelrbv `bv c|~eycvbv ib yrazal` fl'ibvvev eky

    y glvbv `erv ib `frlyrb ib `a ~reo`gaylqb #zbrvlek ib jzrlbr >=,+ A

    ferv i yrazal` fbryalkbv eky y fekjlrgbv galv iayrbv a z ibv

    rv`yayv ibv qbvylekkalrbv vb veky azrbv lkbsafybv by l` a y kfbvvalrb

    ib `bv rbzelr+

    Keyrb ~rbglrb c|~eycvb bvy qb `b izb`e~~bgbky irao`b #II, ~by yrb

    k armgbky ib garhbylkm roalk iakv `b vbkv ql` ~by fekyrlobr

    ag`lerbr `lgamb ib garqb ib `a zl``b+ Kev v~~evekv ql` ~by yrb yl`lv

    ~er fekyrlobr `a ~regeylek ib `a zl``b ~arfb ql` ~by r~ekirb kb

    zrlyao`b ibgakib+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    20/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    16

    ^er zrljlbr fbyyb c|~eycvb `b II iely azelr `bv farafyrlvylqbv f`avvlqbv

    rb`bz ~ar `a `lyyrayrb #Gbrfayer ?>>: 8 ^bkyafeg ?>>2 _evbgobrm ?>>>

    Oaob| 1+ Va

    ~rbglrb ya~b bvy ib zrljlbr vl` bslvyb kb zlvlek ~aryamb ib `ejjrb II ~er

    `a zl``b ib @avakkb bk ~rbkaky marib qb 4

    'L` bslvyb a vblk ibv iflibrv kb zlvlek ~aryamb ib `ayyrloy+

    '@lgamb ib `ayyrloy II glvb ~ar `a zl``b iely bsafybgbky rbj`ybr `ayyrloy+

    '@lgamb ~brb ~ar `b ~o`lf iely yrb libkylqb `lgamb glvb+

    @erv ibv ayrbv ya~bv `a igarfcb iely jalrb lkybrzbklr `bv gfaklvgbv i

    garfc ~er dmbr by kb rbybklr qb `bv ~eybkyla`lyv bjjlfafbv+ Bkjlk b``b iely

    ~brgbyyrb `a fraylek ikb lgamb ib garqb b``b'ggb veybkb ~ar ibv

    afylekv ~regezaky `b IRI+

    11 @b Oraki Gakambgbky bvy `a ilvfl~`lkb i garhbylkm ql veff~b ib `a qbvylek ib `ambvylek ib `a garqb+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    21/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    19

    A+?+6'Erlmlka`ly i yrazal`

    @a ~reo`gaylqb ib fb ggelrb bvy erlmlka`b by ezrb k kezba fcag~

    ib rbfcbrfcb+ keyrb fekkalvvakfb l` k| a ~av b a~arazaky ib yrazas

    lg~eryakyv vr `a ~regeylek i II feggb ~e`lylqb ~eybkylb``b ib garhbylkm

    roalk+ Bk ~`v ib r~ekirb kb rb``b ibgakib fb fcels ib garhbylkm

    roalk vb iljjrbkflb feggb gbkylekk ~`v cay ibv ayrbv ~e`lylqbv ~ar

    `b jaly ql` ~brgby ib r~ekirb k ayrb obvelk 4 fb`l ik

    izb`e~~bgbky cargeklbs by irao`b ib `a zl``b+ Kev bv~rekv iekf qb

    `erlmlka`ly ib fb yrazal` rvlibra iakv `a ila`bfylqb ql ~erra ~by'yrbvlkvya``br bkyrb `b GRI by `b II okjlflaky fcafk ib fbv ~`bv+

    Keyrb agolylek bvy ieo`b 4 ikb ~ary ib ~evbr `bv ~rbglrbv oavbv

    ycerlqbv ~er `a fraylek ik ejjlfb ib garhbylkm roalk by iayrb ~ary

    ib iekkbr kb oavb ib rj`bslek k zbkyb` ` #`avakkelv, lkyrbvv ~ar

    `b GRI bk `l rz`aky `bv ~eybkyla`lyv rb``bv i II feggb armgbky ib

    ~regeylek+

    A+6 Gyceie`emlb 4

    A+6+1'Fairb ycerlqb iekk ~ar `a `lyyrayrb

    ^lvqb fb iegalkb ib rbfcbrfcb bvy kezba kb lg~eryakyb rbzb ib `a

    `lyyrayrb #bk ~arylf`lbr fb``b fekfbrkaky `b garhbylkm roalk `a ~brfb~ylekib `a zl``b `b garhbylkm ibv vbrzlfbv `lgamb ib garqb,a y kfbvvalrb

    ~er ravvbgo`br ibv `gbkyv ib r~ekvb+

    Kev a``ekv galkybkaky orlzbgbky ~avvbr bk rbzb qb`qbv ezrambv f`

    ib fbyyb `lyyrayrb 4

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    22/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    12

    G+ _evbgobrm #1> ?>>6, iaoeri vlkyrbvvb a garhbylkm roalk ~ar

    `b olalv ib `a keylek ib ~redby roalk by ib `a geol`lvaylek ibv afybrv ayer

    ib fb ibrklbr+ B``b yilb bk ~arylf`lbr qb`qbv fav jrakalv #@l``b Kakybv

    Aglbkv by Geky~b``lbr,+K+ Oaob| #12 ?>>:, qaky `l gby bk azaky iakv vbv

    ilzbrv yrazas `lg~eryakfb ib `lkkezaylek by ib `a ~arylfl~aylek iakv `b

    garhbylkm roalk #bk ~arylf`lbr iakv vbv yrazas a~~`lqv vr _bkbkv Vlbrrb

    by Ib`geky, by izb`e~~b k gei`b ~er ~avvbr ikb fekeglb ibv

    obvelkv kb fekeglb ibv ivlrv+

    ^+ Kelvbyyb by J+ Za``brme #1>6, jaly `a ~ary ob``b `yl`lvaylek ib `fekeglb by

    yrakv~evb ~er `b garhbylkm roalk ibv eyl`v fekeglqbv ~rezv feggb

    `azalbky ial``brv jaly M+ Yefqbr by G+ Tlkv #1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    23/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    1:

    `agkambgbky i ybrrlyelrb #FBAY, bk ~arylf`lbr ~ar fb``bv ib D+ _bmm

    #1>: 8 ^bkyafeg 4 ?>>2 8 Ha~jbrbr 4 ?>>:,+

    @a~~ery fekfb~yb` ib `a memra~clb roalkb bvy rb~rvbky ~ar `bv frlyv

    ib J+ Avfcbr #1>9,,+

    Yev fbv aybrv geke~e`lvbky k fairb ycerlqb iljjrbky fcafk azbf

    kb igarfcb by kb a~~refcb ~re~rbv+ Fbryalkv aoeribreky `a

    ~reo`gaylqb ib jaek ce`lvyb iayrbv ~av+ Fbryalkv lkvlvybky vr `bv

    rm`arlyv ql a~~aralvvbky iakv `a ra`ly v~ayla`b by vr `a kfbvvly ib

    jerg`br ibv `elv mkra`bv iayrbv vb veflbky azaky yey ibv ~arylf`arlyv

    i `lb by aoeribky `bv vdbyv ~ar `brv iljjrbkfbv bk vaiekkaky k vy|`b

    gekemra~clqb+ Jlka`bgbky fbryalkv jeky a~~b` `clvyelrb e `a

    `lkmlvylqb a`erv qb iayrbv yl`lvbky `b garhbylkm e `fekeglb v~ayla`b+

    Rkb yb``b ilzbrvly ~erraly vbgo`br ilvfyao`b by ~eryaky fbvy olbk vr fb

    fer~v qb `b yrazal` vecalyb vb oavbr+ Bk bjjby `bv rbfcbrfcbv bs~`erayelrbv

    eky ~brglv ib feg~rbkirb qb `eodby iyib jaly a~~b` kb mrakib

    ilzbrvly ib fekfb~yv+ @bv a~~refcbv aie~ybv ~ar `bv aybrv kb veky iekf

    ~av bsf`vlzbv `bv kbv ibv ayrbv 8 a fekyralrb fcafkb ~aray dvyljlb vb`ek

    fb qb``b vecalyb rbkirb lkyb``lmlo`b+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    24/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    1=

    A+6+?'Fairb ib za`lily

    Fb yrazal` bvy lkvfrly `a jelv v~ayla`bgbky by ybg~erb``bgbky iakv k

    fekybsyb olbk ijlkl+ Fbvy fb qb kev a~~b`ekv `b fairb ib za`lily+ Bk

    bjjby kev vecalyekv ~evbr ibv c|~eycvbv iakv k fairb ql kbvy ~av

    klzbrvb`+ Bk ibcerv ib fb fairb fb yrazal` kbvy za`lib by mkra`lvao`b qb

    vev fbryalkbv fekilylekv+ V~ayla`bgbky `b fairb ib za`lily bvy `bkvbgo`b

    ib zl``bv ib yal``b ge|bkkb #bkyrb 1>>->>> by k gl``lek icaolyakyv, bk Bre~b

    efflibkya`b+ @bv ayrbv zl``bv kb veky ~av lkymrbv ~er ib g`yl~`bv ralvekv 8

    `bv zl``bv ~`v ~bylybv kb ~evvibky ~av ib ge|bkv vjjlvakyv ~er jalrb i

    garhbylkm roalk yakilv qb `bv mrakibv ~evvibky vezbky ibv RV^+ ^ar

    al``brv iakv iayrbv f`yrbv `b fairb lkvylyylekkb` ~aray yre~ iljjrbky+ Ib

    ~`v `a ~regeylek roalkb vbgo`b kb ~reff~aylek ib zl``b rlfcb yakilv

    qb ib kegorbvbv zl``bv #bk ~arylf`lbr fb``b i Ylbrv'Gekib, vekmbky azbf

    ralvek rm`br bk ~rlerly `bv ~reo`gbv ~`v lkybr~b``aky #~azrby frlglka`ly

    lkjravyrfyrbv byf+,+ Kev bsf`ekv ze`ekyalrbgbky `bv zl``bv iAgrlqb i

    Keri+ Bk bjjby `b ilvferv vr `b izb`e~~bgbky irao`b1? vbgo`b | yrb arrlz

    gayrly by rb~rvbkyb galkybkaky k galk vyrbaglkm168 l` bvy ma`bgbky

    affeg~amk ~ar `a rj`bslek vr `a vgary mre}yc `b yrakvly erlbkybi

    ibzb`e~gbky #YEI, `b izb`e~~bgbky ~arylf`lbr ib fbryalkv ~arybkarlayv

    ~o`lf'~rlz+ Fb`a iely kev lkflybr ~bkvbr qb keyrb igarfcb ~briraly

    kb ~arylb ib vek vbkv vl `ek fcbrfcaly `a yrakv~evbr a fekybsyb keri'

    agrlfalk+ Qaky `a za`lily ybg~erb``b b``b bvy avvl `lglyb+ L` bvy ~reoao`b

    qb ilfl qb`qbv ifbkklbv `b izb`e~~bgbky roalk irao`b vely ibzbk`a kergb iakv `bv zl``bv bre~bkkbv+ fb gegbky `a ~regeylek oavb vr `a

    iljjrbkflaylek mrfb a II ~briraly kayrb``bgbky vek bjjlfafly+

    1? Fb`a klg~`lqb zlibggbky ~av k ivlkyrbvvbgbky ib `a ~reo`gaylqb ib `a

    iraol`ly roalkb ib `a ~ary ibv ayerlyv by ib `aiglklvyraylek galv `b ioay bvy ~ev iakv

    iayrbv ybrgbv+16Fbvy''ilrb k feraky ib ~bkvb gaderlyalrb by egkl~rvbky

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    25/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    13

    A+6+6'Bfcb``b

    _bvyb bkferb ijlklr `fcb``b `aqb``b ek za yrazal``br+ @a ijlklylek ikb

    fcb``b fbvy fcbrfcbr rj`fclr qb` klzba `b ~ckegkb vbs~rlgb

    klzba vr `bqb` vb oavbr ~er ~ezelr `b glbs lkj`bkfbr `bv gfaklvgbv

    mkras #Kelvbyyb 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    26/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    1>=,+ @b garhbylkm roalk kyl`lvb ~av ilrbfybgbky

    `bv ibs ~rbglrbv fb``bv ib gl`lb memra~clqb by ibv~afb

    memra~clqb galv ~rjrb `a keylek ib ybrrlyelrb bk `b ijlklvvaky feggb

    k bv~afb a~~re~rl ~ar k mre~b vefla` azbf vbkylgbky e fekvflbkfb

    ib vek a~~re~rlaylek+ Fbvy vezbky k bv~afb agkam by mr ~ar fb

    mre~b alkvl qk bv~afb ilibkyly #Gambr ?>>= 4 :,+ Fbvy fbyyb keylek

    ibv~afb ilibkyly ql bvy fbkyra`b ~er `b garhbylkm roalk+ Rkb zl``b

    `ervqb``b jbra va ~regeylek za fcbrfcbr gbyyrb bk azaky kb lgamb ib

    garqb ayyrafylzb oavb vr kb zlvlek feggkb by ~aryamb i ybrrlyelrb

    fbvy dvybgbky fb jagbs bv~afb ilibkyly+ Fb`a lg~`lqb `a ~ekiraylek

    vlzakyb iakv bv yrailylekkb``bv ya~bv iaka`|vb ybrrlyerla`b+

    @a keylek ibvlyb iaoeri+ Yey garhbylkm roalk iely zlibggbky azaky ib

    feggbkfbr va ~regeylek fcbrfcbr vazelr qb``b bvy vek ejjrb ~rlgalrb by

    bk ~arylf`lbr qb``bv veky `bv feg~evakybv ~c|vlqbv ib vek ejjrb ~rlgalrb+

    ^er @avakkb l` jay rbfekkayrb ~ar bsbg~`b qb `a ~rvbkfb ik `af by

    ik zbrvaky by `a fekj`bkfb ib rlzlrbv veky ibv farafyrlvylqbv ~c|vlqbvql ~bzbky azelr b kb lkj`bkfb ~c|vlqb by ~v|fclqb ilrbfybv vr `b

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    27/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?>

    izb`e~~bgbky clvyerlqb by fekeglqb ib `a zl``b+ Fbyyb keylek ~by alibr

    za`br `bv jerfbv by `bv jalo`bvvbv #bk yey fav fb``bv ql eky k avfbkiaky

    ~c|vlqb, ib `a zl``b+ Iakv fb yrazal` `aka`|vb ib fbyyb ejjrb ~rlgalrb bvy

    ra`lvb ~ar `bv r~ekiakyv a ferv ik qbvylekkalrb+@a keylek ibvlyaylek bvy bkvlyb yl`b iakv `b garhbylkm roalk ~er rbvlybr

    ib jaek rb`aylzb `a zl``b iakv vek bkzlrekkbgbky #a vbkv iermaklvaylek

    v~ayla`b,+ Fb`a ~brgby ~ar bsbg~`b ib jalrb a~~arayrb qb``bv veky `bv zl``bv

    fekfrrbkybv+ Bk iayrbv ybrgbv by ~er feg~`ybr `aka`|vb V]EY `a keylek

    ibvlyaylek bvy fbryalkbgbky yl`b ~er gbyyrb bk zlibkfb `bv e~~eryklyv

    by `bv gbkafbv asqb``bv `a zl``b bvy fekjrekyb+

    @aka`|vb ib `a vlyaylek bvy ma`bgbky fekvyrlyb vr `bv vazelrv ibv afybrv

    #lvvv ib `brv ~brfb~ylekv, rfe`yv `erv i qbvylekkalrb+

    Olbk qb `br yl`lvaylek vb javvb vezbky ib jaek lg~`lflyb by kek rbfekkb

    fbv ibs ~rbglrbv ya~bv veky ~er `b garhbylkm roalk ibs eyl`v

    ~brylkbkyv by fbryalkbgbky kfbvvalrbv+ Galv l` jay rbfekkayrb qb fbvy `b

    yrelvlgb ze`by i yrl~y|qb fb`l ib `lg~eryakfb afferib `a f`yrb

    `clvyelrb by ~`v ~arylf`lrbgbky `a keylek ib rb~rvbkyaylekv ql bvy

    zlya`b ~er `b garhbylkm roalk+ Fbyyb ilvfl~`lkb ~by bk bjjby vlkvfrlrb iakv `a

    memra~clb f`yrb``b by ~`v ~rflvgbky `a memra~clb ib `a ~brfb~ylek+ _+

    @biry #1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    28/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?1

    A+6+2 Igarfcb vflbkyljlqb

    @b malk #rbv~bfylzbgbky `a ~bryb, ikb zl``b bk ybrgbv ib rbzbkv

    fekeglqbv veflas by f`yrb`v vbs~`lqbky bk ~arylb by vr `b `ekm ybrgb

    ~ar vek malk #rbv~bfylzbgbky va ~bryb, iayyrafylzly+ Fbyyb j`fyaylek

    iayyrafylzly ~ckegkb mkra` bvy fbryalkbgbky jekfylek ib ~aragyrbv

    fekdekfyrb`v g`ylvfa`alrbv #rb~rlvb fekeglqb ivyaol`lvaylek

    me~e`lylqb byf, galv iely avvl yrb z feggb `a veggb ib

    feg~erybgbkyv lkilzlib`v ~b ~b ivlkyrbvvv ~ar `lgamb ib garqb

    ib `a zl``b keyaggbky favb ib `a r~yrb e ib `aovbkfb i `lbk

    ia~~arybkakfb zeq fl'ibvvv+ Alkvl `ervqb `ek fcbrfcb ryao`lr

    `ayyrafylzly bk qbvylek bk yrazal``aky vr `lgamb ib garqb l` jay kek

    vb`bgbky vlkyrbvvbr as mrakiv ~ckegkbv fekeglqbv galv avvl by

    vryey `bv lkybr~rybr feggb veggb iafylekv ib fre|akfbv lkilzlib``bv+

    Ek yefcb lfl `lkilzlia`lvgb gyceie`emlqb ib Oeiek+ Fbvy iekf `a

    rb`aylek ib `lkilzli `a zl``b ql iely avvl yrb yilb+ Ek v~~evb qb

    `lkilzli vaia~ybra as fekilylekv fcakmbakybv #aia~yaylek iakv `b fairb

    ib vyrfyrbv vefle'v~ayla`bv v~fljlqbv, by ramlra ~evlylzbgbky fbryalkv

    vylg`l+ Fbvy ~rflvgbky fbv vylg`l ql` jay ifezrlr by gbyyrb bk azaky

    `erv ib `a ijlklylek ikb vyraymlb ib ~regeylek+ Kev ~bkvekv qb `ervqb

    `b vdby lkilzlib` #by vek feg~erybgbky, ibzlbky `a ~reff~aylek fbkyra`b

    `a igarfcb lkybr~ryaylzb ~rbki yey vek vbkv+ @b vdby #avvl olbk `b

    ~regeybr qb `b vdby ql vairbvvb `a ~regeylek, vb fekvyrly kb

    lkybr~ryaylek i gekib%~ckegkb by vbv afylekv #e i gelkv vbv

    lkybkylekv, veky `a yraifylek ib fbyyb lkybr~ryaylek+ Mkra`lv `fcb``bib `a ~e~`aylek fb vazelr feggk ggb vl` bvy vodbfylj kbk a ~av gelkv

    ibv fekvqbkfbv eodbfylzbv+

    Iayrb ~ary `lkybr~ryaylek ib `a zl``b kb vb jaly ~av klqbgbky ~ar `bv

    r~ekiakyv+ Bk bjjby `b fcbrfcbr `l'ggb ~evvib keyaggbky vb`ek va

    vlyaylek veflef`yrb``b ~e`lylqb by fekeglqb va ~re~rb igarfcb

    lkybr~ryaylzb+ Keyrb lkybr~ryaylek by feg~rcbkvlek bvy vecalyb ~ezelr

    a~~erybr ~ar `a vlyb kb fekyrloylek ~raylqb ql geiljlbraly `a ra`ly+ L`

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    29/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ??

    bslvyb iekf ~er keyrb vdby iyib kb ieo`b cbrgkbylqb a vbkv ib

    Vfcyt e Mliibkv+12

    ^lvqb kev zel` azbrylv ib fbyyb ieo`b cbrgkbylqb l` jay vbibgakibr qb``bv bk veky `bv fekvqbkfbv ~er `b garhbylkm roalk by

    ~er keyrb yrazal` ~`v ~rflvgbky+

    @a fekvqbkfb ~rlkfl~a`b bvy ql` jay ~reoao`bgbky aoakiekkbr yey

    lia` ieodbfylzly vflbkyljlqb `erv ib `lkybr~ryaylek ib `lgamb ib zl``b by ib

    `a rj`bslek ayer ib `a fraylek ikb lgamb ib garqb ~er kb fly

    irao`b 8 far `eodbfylzly kbvy ~av bkzlvambao`b ib jaek vaylvjalvakyb+

    Lg~`lflybgbky fb`a vlmkljlb ql` jay fcbrfcbr vb ilvyakflbr i y|~bbg~lrlfe'jergb`+ Vbv frlyrbv ib za`liaylek #fekjlrgaylek rjyaylek, kb veky

    ~av yl`lvao`bv ~er gbyyrb bk ~`afb by dmbr kb igarfcb ib garhbylkm

    roalk+ Fb`a klg~`lqb ~av `aoakiek ikb igarfcb c|~eycylfe'

    iifylzb+ A fekyralrb `b yrazal` vb oavb vr k fekvyay ib `a ra`ly

    #izb`e~~ iakv `lkyreifylek, iqb` ek ylrb k gei`b qek za`lib e

    `lglkb ~ar k rbyer by kb fekjrekyaylek fbyyb ggb ra`ly+

    L` kbslvyb ~av ilkybr~ryaylek eodbfylzb #klqbgbky vodbfylzb, ib `a

    rb`aylek ceggb'zl``b vr `aqb``b b``b fekvyrlyb e ~`yy ibzraly yrb

    fekvyrlyb #far fb kbvy ga`cbrbvbgbky ~av yederv `b fav !, kb ~e`lylqb

    ib garhbylkm roalk+ Galv l` bvy zlibky qb `bv fekvqbkfbv ib fbyyb

    lkybr~ryaylek veky ~er `br ~ary eodbfylzao`bv+ Fbvy''ilrb qb `b vffv

    e `fcbf ikb ~e`lylqb ib garhbylkm roalk bvy bjjbfylzbgbky gbvrao`b

    ib jaek eodbfylzb #`a vaylvjafylek ibv ayybkybv ibv ~o`lfv flo`bv ~by vb

    yrailrb bk amgbkyaylek i kegorb ibkyrb~rlvbv ib `br fcljjrb iajjalrbv

    i kegorb icaolyakyv ib `a jrqbkyaylek iafylzlyv yerlvylqbv by

    12 @a ijlklylek ib `a ieo`b cbrgkbylqb vb`ek Mliibkv4 @b vazelr vefle`emlqb vb

    izb`e~~b bk ~aravlyaky `bv fekfb~yv ibv ambkyv ~rejakbv 8 `bv keylekv jermbv iakv `bv

    gya`akmambv ibv vflbkfbv vefla`bv veky v|vygaylqbgbky rlkdbfybv iakv `klzbrv ibv

    ~ckegkbv qb``bv yalbky lklyla`bgbky fcarmbv ib ifrlrb e ibs~`lqbr #Mliibkv1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    30/154

    UUUA+ LkyreifylekUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?6

    f`yrb``bv byf,+ ^er keyrb ~ary kev frlyrbv ~er dmbr `a qa`ly ib `a

    igarfcb #~rvbkyb bk F+>, by ~ar fekvqbky ib vbv afylekv bk

    ife`aky veky `a vayraylek+ Vl `ervqb yeybv `bv ~lfbv i ~tt`b i

    garhbylkm roalk veky glvbv bk ~`afb fbvy''ilrb `ervqb yev `bv afybrvveky ravvbgo`v a ferv ik ~refbvvv fecrbky qb ijlklra keyrb gei`b

    by qk Vbkv a~~aray a`erv `b gei`b kev vbgo`bra za`lib+ @b Vbkv

    a~~arayrb bvy vb`ek kev `a rvvlyb ib `a ~e`lylqb ~re~evb+ Vl a fekyralrb

    `erv ibv qbvylekkalrbv l` kbvy ~av ~evvlo`b ib gbyyrb bk `glrb `bslvybkfb

    ikb zlvlek ~aryamb by fekjergb i II by iekf ql` kbvy ~av ~evvlo`b ib

    fekylkbr ~`v bk azaky `a glvb bk ~`afb ikb ~e`lylqb ib garhbylkm roalk

    oav vr k II a`erv kev ibzrekv dmbr qb `a vayraylek kbvy ~av ayyblkyb

    by qb `b II kbvy ~av k armgbky za`lib ~er `b garhbylkm roalk

    `avakkelv ~lvql` kbvy ~av fa~ao`b ib vlzrb ib r~ekirb ~ar `ajjlrgaylzb

    as lkybrremaylekv ib `a igarfcb #fj+ vbfylek F+>,+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    31/154

    ?9

    ^A_YLB O 4

    Ycerlb

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    32/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?2

    O+ YCBE_LB

    @bv g`yl~`bv c|~eycvbv izb`e~~bv a ~elky A+?+? bkmambky k v|vygbfekfb~yb` ql` jay ijlklr iv `b ioy ~er ~ezelr fekvyrlrb ibvvv keyrb

    gei`b+ @b fairb ycerlqb yb` qb ijlkl fl'ibvvev kbvy ~av bscavylj+ A

    fekyralrb ibv `gbkyv vb mrbjjbreky ibvvv a ferv i yrazal` bk ~arylf`lbr

    `erv ib `a ~arylb I+ Fb~bkiaky `a vyrfyrb ib keyrb fairb ycerlqb # fb

    vyaib, bvy jergb ~ar iljjrbkyv fekfb~yv qb `ek ~by eriekkbr ib `a jaek

    vlzakyb 4

    O+1 Zl``b 8 Afybrv 4 rb`aylekv by vlmkljlfaylekv

    O+? Izb`e~~bgbky Irao`b by Izb`e~~bgbky Rroalk Irao`b

    O+6 Garhbylkm roalk by garhbylkm roalk irao`b

    O+9 Garhbylkm roalk irao`b 4 ra`ly zv ~brfb~ylek 8 lie`emlb+

    @bv ibs ~rbglbrv fekfb~yv veky ibv ra~~b`v by kb veky ` qb ~er ~brgbyyrb

    ib fekvyrlrb `b yrelvlgb ql fekvylyb `b fr i ~re~ev ycerlqb+

    L` bvy ial``brv if`lk bk yrelv vev'vbfylekv #6+1 by 6+?,+ @a ~rbglrb a ~er

    eodbfyljv ib ijlklr `b garhbylkm roalk vbv glvvlekv 8 `a vbfekib v-ayyafcb

    `a ibvfrl~ylek ib fb qb ~erraly yrb k ejjlfb ib garhbylkm roalk by ibv

    vbrzlfbv ql` ~re~evb+ @a yrelvlgb vev'vbfylek vlkyrbvvb a garhbylkm

    roalk oav vr k II e GRI+ @b qayrlgb fekfb~y #O+9, vbry ib glvb bk

    marib e ib ~rflvlek ~er `b ~rfibky+

    Kev a``ekv galkybkaky ijlklr fb qb kev bkybkiekv ~ar fbv fekfb~yv+ Bk

    afk fav `bv ijlklylekv ~rvbkybv lfl vb ~rybkibky bscavylzbv by kb veky

    bsf`vlzbv ib ijlklylekv iekkbv al``brv+ @br vb`b ralvek iyrb bvy ialibr

    `bv `bfybrv feg~rbkirb `a igarfcb ql bvy oavb ibvvv by izlybr ibv

    ga`bkybkiv qb ~brgbyyralbky iayrbv ijlklylekv+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    33/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?:

    O+1 Zl``b ~a|vamb roalk 8 Afybrv 4 rb`aylekv by vlmkljlfaylekv

    ^er keyrb yrazal` l` kb kev vbgo`b ~av a~~re~rl ib ijlklr `a zl``b feggb

    kb dsya~evlylek ib iljjrbkybv jergbv iakv `bv~afb #fbkyrb oak`lbb vo'

    by ~rlroalkb, e feggb kb fekfbkyraylek ib jekfylekv ib olbkv by ib

    vbrzlfbv+ Ggb vl fbvy kb ijlklylek ze`ekylbrv iekkb bk Izb`e~~bgbky

    Rroalk Irao`b #Fkca ?>>2, kev kb fekvlirekv ~av `a zl``b feggb k

    v|vygb feggb kb gafclkb yrakvjergbr ibv lk~yv #a`lgbkyaylek

    kbrmlb ba, bk ey~yv #ifcbyv kbrmlb ilvvl~b bas vbv, iakv

    kb a~~refcb jekfylekka`lvyb ql zbrraly k ravvbgo`bgbky ib iljjrbkybvjekfylekv #caolyay yrazal` `elvlrv flrf`aylek,+ E i gelkv vakv rbdbybr

    yeya`bgbky fbyyb ijlklylek kev bvylgekv qb``b bvy lkaia~yb ~er `b

    garhbylkm roalk ~lvqb``b kb ~brgby ~av ib jalrb rbvverylr `b db ibv

    afybrv fekkbslekv feg~`bsbv ql vyrfyrbky `bv~afb bk k rvba

    rb`aylekkb`+ Obrkari @agltby ~rflvb 4

    @a zl``b kb varaly yrb qk rvba e k feg~`bsb ib rvba bk fb

    qb``b kbslvyb qb iakv `a glvb bk rb`aylek iafybrv by ib jekfylekv

    vefla`bv ieky `a feg~`gbkyarly ~erraly yrb bs~rlgb ~ar `b fekfb~y ib

    zelvlkamb+ @a zl``b fb veky ibv flye|bkv ql ~aryambky `a ggb libkyly by `bv

    ggbv ~raylqbv f`yrb``bv ib `a gilaylek by ib `a veflaol`ly+ Fbvy fb

    zelvlkamb mkra`lv ql vb if`lkb iakv `bv~afb roalk iakv `bv ~raylqbv

    by `bv geibv by `bv geibv ib zlb ibv caolyakyv iakv `a glvb bk zrb ibv

    lkvylyylekv by ibv ~raylqbv v|goe`lqbv #@agltby ?>>? 4 2

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    34/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?=

    zbkyb``bgbky `a fraylek, ik ilvferv ib ~regeylek ib `libkyly ikb

    fly irao`b+

    ^er yrb yl`lvao`b bk garhbylkm roalk `a ijlklylek ib `a zl``b iely gbyyrb bk

    azaky `lg~eryakfb i db ibv afybrv+ Frbzelvlbr rbfekkay q Afybrv byybrrlyelrb veky yrelybgbky `lv+ L` k| a ~av ib ybrrlyelrb vakv afybrv +#, Iakv

    `bv ~redbyv ib garhbylkm ybrrlyerla` `bv av~bfyv lkybr~brvekkb`v bkyrb ibv

    lkilzlia`lyv zeky ial``brv vezbky debr k r`b ~r~ekiraky #Frbzelvlbr

    1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    35/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?3

    rv`yay avvl ib `a fa~afly ib `a zl``b b``b'ggb jafl`lybr `bv ~reifylekv by

    `bv fcakmbv #Kelvbyyb 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    36/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ?2,+ Fb`a vb yraily vezbky ~ar `a glvb bk ~`afb ik Ambkia ?1

    `efa`1:+ @eodbfylj kbvy ~av lfl ib ijlklr fb qbvy `b izb`e~~bgbky irao`b

    vek clvyelrb e vbv g`yl~`bv a~~refcbv ~lvqb ib kegorbs aybrv `eky

    id jaly #zelr bk ~arylf`lbr `bsfb``bky yrazal` ib v|kycvb ib F+ Bgb`lakejj

    ?>>2,+

    _a~~b`ekv orlzbgbky `a ijlklylek ycerlqb i II+ @b `bfybr yrezbra ibv

    lkjergaylekv ~`v iyal``bv ~ar bsbg~`b iakv `a ijlklylek ib A+ Fkca

    #?>>2,+

    Jlm+ L 4 @bv yrelv ~l`lbrv i Izb`e~~bgbky Irao`bVerfb 4 Z+ Gelkay ?>>= ia~rv Orkiy`aki 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    37/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    6>

    @b izb`e~~bgbky irao`b rb~evb vr yrelv v~crbv e yrelv ~l`lbrv #vefly

    bkzlrekkbgbky by fekeglb,+ @a ycerlb ve`lmkb `lg~eryakfb ib ~rbkirb

    bk feg~yb ib gaklrb ma`b fcafkb ib fbv yrelv v~crbv vakv jazerlvbr `bv

    afylekv e rj`bslekv ib `kb as iyrlgbkyv ibv ibs ayrbv+ L` ~by yrbijlkl feggb k izb`e~~bgbky ql r~eki as obvelkv ~rvbkyv vakv

    ~er ayaky feg~regbyyrb fb``b ib mkraylekv jyrbv r~ekirb as `brv+

    Ibs fekfb~yv veky lkcrbkyv fbyyb keylek 4 `b fekfb~y ib / obvelkv / by

    ~`v ~arylf`lrbgbky ibv obvelkv bvvbkylb`v ibv ~`v igklv ql l`

    fekzlbky iafferibr `a ~`v mrakib ~rlerly by `lib ibv `lglyaylekv qb

    `yay ib kev ybfcklqbv by ib keyrb ermaklvaylek vefla`b lg~evb vr `a

    fa~afly ib `bkzlrekkbgbky r~ekirb as obvelkv afyb`v by zbklr+

    #_a~~ery Orkiy`aki 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    38/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    61

    Fekfrybgbky `roaklvgb irao`b ~by vb yrailrb ~ar `bv ~rlkfl~bv vlzakyv4

    ' @a `yyb fekyrb `ya`bgbky roalk ~ar kb frelvvakfb ql`lorb bkyrb zl``bv

    by fag~amkbv+ Rk ql`lorb bkyrb `bv fekvyrfylekv kezb``bv bk ~rl~crlb by`b rbkezb``bgbky ibv qarylbrv bslvyakyv iakv kb ze`eky izlybr `b glyamb

    ibv ~a|vambv by ifekeglvbr `bv bv~afbv kayrb`v by amrlfe`bv+

    ' Rk rql`loramb ibv yrakv~eryv lkilzlib`v ibv olbkv by ibv garfcakilvbv

    ~ar zclf`bv ayegeol`bv a ~rejly ibv yrakv~eryv bk feggk i jrby

    jbrrezlalrb by vr zelbv iba ajlk ib ilglkbr `a ~e``ylek aygev~crlqb

    mkrayrlfb ib `bjjby ib vbrrb+ @b izb`e~~bgbky ibv flrf`aylekv iefbv

    #z`ev ~lyekv,+

    ' Ibv jergbv icaolyay ibv geibv ib fekvyrfylek fekegbv bk kbrmlb by

    `bg~`el ib gayrlas rbf|f`ao`bv+

    ' @a ~rvbrzaylek iakv `bv amm`egraylekv ibv bv~afbv kayrb`v by amrlfe`bv

    ibv fcag~v f`ylzv by ibv darilkv ezrlbrv+ @b izb`e~~bgbky ibv ~arfv by

    darilkv ~o`lfv by ~rlzv+ @b zbrilvvbgbky ibv ferv ilggbo`bv+

    '@a `yyb fekyrb `a ~e``ylek i ve` by ib `ba iakv `bv rlzlrbv by `bv ka~~bv

    ~craylqbv keyaggbky bk `lglyaky `lg~brgaol`lvaylek ibv ve`v by bk

    yralyaky `bv bas ib rlvvb``bgbky+ Ibv gbvrbv feg~bkvayelrbv ~er `yybr

    fekyrb `bv bjjbyv ibv mat ifca~~bgbky+

    '@b galkylbk ib `a ilzbrvly ibv jekfylekv roalkbv by ib `a glsly vefla`b iakv

    `bv qarylbrv+ @a `yyb fekyrb `bsf`vlek ibv ~`v igklv ~er zlybr ql`v kb

    velbky rbdbyv bk mrakib ~rl~crlb e iakv `bv tekbv icaolyay imraibv+

    '@a ~arylfl~aylek ibv flyailkv `a ijlklylek ib `br bkzlrekkbgbky+ @br

    affv `lkjergaylek vr `bv ~redbyv roalkv `ageky ibv ~refbvvv ib

    iflvlekv #Dafqaki ?>>2 4 133,+

    ^by'yrb jay'l` ~rflvbr qb `a ibkvljlfaylek ql ~brgby ib `lglybr

    `ya`bgbky roalk iely vb jalrb ib jaek `lglyb by r~ekirb ibv frlyrbv

    `bzv ib qa`ly+ L` bvy zlibky qb fb kbvy qbk ~re~evaky kb qa`ly ib

    zlb v~rlbrb fb``b ikb oak`lbb ~rl'roaklvb ql` vbra ~evvlo`b ib

    maribr #zelrb ib jalrb rbzbklr, ibv caolyakyv a fbkyrb+ Ek veylbkira `aibkvljlfaylek qa`ljlb fb ql klg~`lqb ~av `a zl``b feg~afyb+ A+ Fkca

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    39/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    6?

    fb ~re~ev kev rbki ayybkyljv `lg~eryakfb ib `a feerilkaylek ibv

    ~e`lylqbv ib yrakv~eryv azbf `a ~`akljlfaylek v~ayla`b #Fkca ?>>2,+ @a

    jergb ib `a zl``b rbybkb bvy fb``b ikb zl``b ~e`|fbkyrlqb ieky ek

    fcbrfcbraly ambkfbr lkyb``lmbggbky by ibvvbrzlr vjjlvaggbky `bvfbkyra`lyv vbfekialrbv+ M`eoa`bgbky A+ Fkca #?>>2 4 1=3, rb~rbki `bv

    ggbv ycgbv qb ~re~evv fl'ibvvv by kev bvqlvvb `bv ~rlkfl~bv

    vyraymlqbv ~er k roaklvgb irao`b 4

    ' Ibkvljlbr' Za`erlvbr `bv bv~afbv ~o`lfv' Ambkfbr `bv fbkyra`lyv jazerlvbr `a glsly' Izb`e~~br ql~bgbkyv by vbrzlfbv ~o`lfv' Lkymrbr ~e`lylqb ibv yrakv~eryv by ~`akljlfaylek v~ayla`b' Bfembvylek ibv rbvverfbv' Gayrlvbr `ya`bgbky

    L` bslvyb ~`vlbrv zl``bv bk Vlvvb ql eky aie~y kb igarfcb ib

    izb`e~~bgbky roalk irao`b keyaggbky ~ar `a glvb bk ~`afb iAmbkia

    ?1+ L` kev vbgo`b k ~b ~rgayr ib vb ~rekekfbr vr `b vffv e kek ib

    fbv ~e`lylqbv+ @a ilzbrvly ibv bs~rlbkfbv by `a irb rb`aylzbgbky `lglyb kb

    ~brgby ~av bkferb `lkvya``aylek ik v|vygb ilkilfaybrv jlao`b by `ekm

    ybrgb+ @b fav iyib rbybk ~er fb ggelrb `a zl``b ib @avakkb a glv bk

    ~`afb ib~lv 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    40/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    66

    ^er ybrglkbr `a ijlklylek ib fb fekfb~y ib izb`e~~bgbky roalk irao`b

    l` kb jay ~av eo`lbr ib gbkylekkbr vbv `lglybv+ L` bvy iaoeri zlibky qb `bv

    keylekv ivambv by ibrbvverfbv veky agolmv feggb kev `b ra~~b``b J+

    Gakfboe #?>>:, by qb `a za`lily ik ilvferv ib iraol`ly oav vr b``bvi~bkira ib `a rb~rvbkyaylek ib fcafk+ Bkvlyb Daqaki ~brgby ib vb

    ibgakibr vl `b izb`e~~bgbky roalk irao`b kbvy ~av k `sb ~er `bv

    ~a|v rlfcbv jalo`b frelvvakfb igemra~clqb by okjlflaky ik fekybsyb

    igefraylqb jazerao`b #Daqaki ?>>2 4 ?>6,+ Ek ~by ggb a``br ~`v `elk

    by vlkybrrembr vl a vblk ib fbv ~a|v `a frlylqb kbvy ~av ma`bgbky za`ao`b+

    ^ar bsbg~`b l` vbgo`b bjjbfylzbgbky ~`v vlg~`b ~er kb zl``b'fbkyrb rlfcb

    ib izb`e~~br ib yb`v ~remraggbv qb ~er kb oak`lbb ezrlrb+ Ek iely

    ma`bgbky yrb ayybkylj as ~evvlo`bv ~reo`gbv qb ~by bkmbkirbr `b

    ifa`amb id zeq bkyrb `bv ybrrlyelrbv lkvylyylekkb` by jekfylekkb`+

    Fekfrybgbky fb`a vlmkljlb qb @avakkb kb ibzraly ~av gbyyrb bk ~`afb

    kb ~e`lylqb ib IRI by ~`v jeryb ralvek kb ~e`lylqb ib GRI vakv

    fekv`ybr vbv feggkbv bkzlrekkakybv by ql jergbky vek amm`egraylek+

    Bkjlk l` vamly ib kb ~av eo`lbr `a ra`ly i garfc by ib fekvyaybr qb

    ggb vl ib ob``bv ~e`lylqbv iagkambgbky i ybrrlyelrb veky ~rzbv `br

    glvb bk a~~`lfaylek i~bki azaky yey i jekflbr by ql` bvy ~evvlo`b

    feggb fbvy `b fav ~er `b VIE@1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    41/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    69

    O+6 Garhbylkm roalk by garhbylkm roalk irao`b

    @b yrelvlgb ~l`lbr ib keyrb vyrfyrb fekfb~yb``b bvy feg~ev ibv keylekv

    ib garhbylkm roalk by ib garhbylkm roalk irao`b+ @a ijlklylek ib fbv

    ibs ybrgbv bvy `eodby ibv vbfylekv vlzakybv+

    O+6+1 Garhbylkm roalk

    O+6+1+1 Iljjrbkfb bkyrb `b garhbylkm roalk by `b gakambgbky

    roalk

    L` jay iv `b i~ary olbk iljjrbkflbr `a keylek ib garhbylkm roalk ib fb``b

    ib gakambgbky roalk+ @b garhbylkm roalk bvy `k ibv eyl`v i

    gakambgbky roalk+ L` bvy iekf vl `ek ~by ilrb kb vev'ilvfl~`lkb i

    gakambgbky roalk+ Fb qb kev bkybkiekv ~ar gakambgbky roalk bvy

    kb kezb``b jaek ib mrbr `a zl``b+ L` vamly ib `a yrakv~evlylek `a zl``b ik

    kezba y|~b ib mbvylek ~o`lqb #Bgbr| 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    42/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    62

    O+6+1+? Ijlklylek i garhbylkm roalk

    Cavariekv'kev kb ~rbglrb ijlklylek i garhbylkm roalk #ieky

    `qlza`bky bk akm`alv bvy `b Fly| garhbylkm, 4 L` vamly ib `bkvbgo`b ibv

    ybfcklqbv ge|bkv db iafybrv e ~refbvvv zlvaky ~regezelr `a zl``b

    #]ari 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    43/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    6:

    O+6+1+6 Glvvlekv i garhbylkm roalk

    Bk rvg ek rbfekkay mkra`bgbky a garhbylkm roalk `a rbv~ekvaol`ly

    ib yrelv eodbfyljv a~~b`v glvvlekv avveflv yrelv ~o`lfv rbv~bfyljv 4

    @a glvvlek igemra~clqb

    L` vamly ib mrbr `b kegorb icaolyakyv ikb ~ary bk fekvbrzaky `bv

    caolyakyv afyb`v bk vaylvjalvaky `brv ibgakibv iayrb ~ary bk ayylraky ibv

    kezbas caolyakyv vl ~evvlo`b lkyrbvvakyv i ~elky ib zb ib `a zl``b #a~~ery

    f`yrb` jlkakflbr ib vazelr ybfcklqb lkyb``bfyb`,+ @bv caolyakyv zeky fcelvlr

    `br `lb ib rvlibkfb bk jekfylek ib fbryalkv frlyrbv #yrazal` `embgbky

    feggeilyv `elvlrv, zbkyb``bgbky `b qlyybr vl`v fekvlirbky qb fbv

    frlyrbv kb veky ~`v vaylvjalyv+

    @a glvvlek fekeglqb

    @bv bkyrb~rlvbv e `bv lkzbvylvvbrv ~evvibky `brv ~re~rbv frlyrbv #galk

    izrb gaylrbv ~rbglrbv ybfcke`emlbv ilv~eklo`bv fekeglbv

    ifcb``bv , by vb `efa`lvbky bk jekfylek #fj+ `bv gei`bv ib ]bobr `b

    yrlakm`b ib Zarlmkek `b gei`b GFL @elv ib Cjj ib Ceyb``lkm byf+ #@ayer

    ?>>>,+ Fbv fcels ib `efa`lvaylek ibv bkyrb~rlvbv ~bzbky vb yrailrb ~ar kb

    ivlkivyrla`lvaylek gavvlzb ieky ]ari ily qb``b a y k ~ckegkb

    klzbrvb` iakv `bv ~a|v fa~lya`lvybv `erv ibv ibs ibrklrbv ifbkklb #]ari

    1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    44/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    6=

    @a glvvlek yerlvylqb

    @b yerlvyb bvy avvl a gegbky ib fcelvlr va ibvylkaylek fekjreky k `armb

    ~akb` ib zl``bv by aie~ybra fb``b ql r~ekira `b ~`v vbv ayybkybv+ @a

    glvvlek yerlvylqb bvy iekf ib vaylvjalrb `a ibgakib yerlvylqb bk za`erlvaky`bv lkjravyrfyrbv by ~eybkyla`lyv id ~rvbkybv galv avvl vl fb`a bvy

    kfbvvalrb ib rbkjerfbr ejjrb+

    L` bslvyb kb qayrlgb glvvlek e ~o`lf+ L` vamly ib `Byay+ Bk bjjby `erv i

    fcels ibg~`afbgbkyv iql~bgbkyv ib rakm v~rlbrv #c~lya` ejjlfb

    jira` are~ery, e ~er `a``efaylek ibv ibklbrv ~o`lfv #fekvyrfylek i

    G?, `a zl``b vb rbyrezb kezba bk feg~ylylek azbf vbv zelvlkbv by iely

    iekf kb jelv ib ~`v fcbrfcbr vb igarqbr+ Fb~bkiaky fby av~bfy kb

    vbra ~b e ~av aoeri iakv fb yrazal` far l` iljjrb yre~ ibv yrelv ~rbglrbv

    glvvlekv iakv `bv eyl`v geol`lvv+

    @a jerfb ib `a~~refcb i garhbylkm roalk #~ar ra~~ery as a~~refcbv

    vbfyerlb``bv qb gkbky yrailylekkb``bgbky `a ~regeylek fekeglqb by

    `ejjlfb i yerlvgb, bvy ib fekvyrlrb kb ~e`lylqb ~o`lqb ql lkymrb fbv

    ~o`lfv'flo`bv iakv kb ggb by vb`b igarfcb bk rbfekkalvvaky ql`

    bslvyb ibv eyl`v feggkv by qkb ggb zlvlek iely ~rvlibr `a

    ~regeylek ib `a zl``b ~er qb fb``b'fl vely fecrbkyb+

    O+6+1+9 Rk garhbylkm rb`aylekkb` iyl`ly ~o`lqb by veflya`

    Ik ~elky ib zb ycerlqb by gyceie`emlqb `b garhbylkm roalk bvy

    bvvbkylb``bgbky rbibzao`b a garhbylkm+ @bv eyl`v yrailylekkb`v #garhbylkm

    gls aka`|vb V]EY frlyrbv ib ~evlylekkbgbky ib vbmgbkyaylek , veky

    `armbgbky yl`lvv by l`v kb vbreky ~av izb`e~~v lfl ~ar vefl ib ~`afb+ Ek

    keybra qb `b garhbylkm roalk bvy azaky yey k garhbylkm rb`aylekkb` iakv

    `b vbkv ql` ~`afb `b ~o`lf'flo`b #caolyakyv bkyrb~rlvbv yerlvybv,

    zrlyao`bgbky a fbkyrb ib vbv ~reff~aylekv+ #, @eodbfylj yaky ib

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    45/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    63

    mkrbr ibv rv`yayv `ekm ybrgb yrazbrv `yao`lvvbgbky ib rb`aylekv

    irao`bv azbf bs #Orevvari 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    46/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    6

    garhbylkm roalk ib rbferlr ibv vfcgav ib y|~b `emlmraggb #@ezb`efh

    16 4 ?6:, jazerlvaky kb gbl``brb zlvlol`ly

    i ~refbvvv+ @a rb~rvbkyaylek fl'ibvvev vfcgaylvb bk `emlmraggb k

    bsbg~`b ib vbrzlfb ib garhbylkm roalk fb`l ib `lg~`akyaylek ikbbkyrb~rlvb+

    Jlm+ LL 4 @emlmraggb ~er kb lg~`akyaylek ibkyrb~rlvbVerfb 4 Z+Gelkay #?>>=, geiljl ia~rv C+ Orevvari #1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    48/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    91

    feg~erybgbky+ @b fekveggaybr bvy iekf fe'~reifybr i vbrzlfb+

    Feggb `b garhbylkm roalk ~by yrb fekvlir feggb k vbrzlfb #m`eoa`,

    l` jay a`erv yrakv~evbr fb ~rlkfl~b by ma`bgbky `bv vyraymlbv ~er

    amgbkybr `a ~reifylzly `a qa`ly by `a vaylvjafylek i fekveggaybr#~er ~`v ib iyal`v fj Tblycag` Olykbr ?>>6 4 6:9 by vlzakybv,

    @ezb`efh ~re~evb ib frbr k ra~~ery ib za`br #@ezb`efh 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    49/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    9?

    EJJ_B

    _bfcbrfcb by libkyljlfayleki-ayyrafylekv ~brvekka`lvb

    Bkzel i-lkjergaylekv

    FEKVBL@^_EGEYLEK

    Mlfcby klqbazbf `bv ayerlyv

    Mlfcby klqb

    azbf `bv ~arybkalrbvyerlvylqbv

    #cyb`v ycyrbv+++,

    _vbrzaylekJafyraylekv

    Vbrzlfbv

    ~evy'lkzbvylvvbgbky

    Bfeyb ibv ~`alkybv rbgarqbvza`aylekv

    Glvb ilv~evlylek

    ib IO

    Glvb bk fekyafyvazbf i-ayrbv ~arybkalrbv

    ~rl~crlqbv qb vb jbra `a feg~ylylek by ql ~brgbyyreky fcaqb zl``b ib

    vb iljjrbkflbr+

    L` bvy ~evvlo`b ib rb~rvbkybr `a ~rbvyaylek feg~`yb ik ejjlfb ib garhbylkmvb`ek `a rb~rvbkyaylek yrailylekkb``b bk j`br ib vbrzlfbv #fj Jlm+ LLL fl'

    ibvvev,+

    Jlm+ LLL 4 J`br ib vbrzlfbv i garhbylkm roalkVerfb 4 Z+ Gelkay #?>>=,

    Ek ~by rbfekkayrb feggb ~rbglbr vbrzlfb ib oavb `b vbrzlfb ib~regeylek+ ^ar `a feggklfaylek `b oy ib fb vbrzlfb bvy iamgbkybr `b

    klzba ib fekkalvvakfb i ~o`lf'flo`b a vdby ib `ejjrb ib `a zl``b+ ^er k

    kezb` caolyaky l` vamly ~ar bsbg~`b ib `b rbkvblmkbr vr ibv lkjergaylekv ib

    oavb #lg~yv v|vygb ifaylj frfcbv ~arfv gamavlkv ayrbv jafl`lyv,+

    ^er k yerlvyb `b oy bvy ib `b rbkvblmkbr vr `ejjrb ~rlgalrb by irlzb ib `a

    zl``b bk gaylrb yerlvylqb #gvbv zkbgbkyv cyb`v rbvyarakyv,+ ^er

    kb bkyrb~rlvb ~`yy qb iamgbkybr `b klzba ib fekkalvvakfb l` vamly

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    50/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    96

    ib rilrb `b klzba ilkfbrylyib #Orevvari 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    51/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    99

    ~`vlbrv afybrv #yerlvylqbv ~e`lylqbv aiglklvyrayljv , lg~`lfaylek jeryb

    by ze`aky iakv `b ybg~v #Orevvari 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    52/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    92

    O+6+6 Garhbylkm roalk irao`b #GRI,

    @b fcels ~ar `a zl``b ib @avakkb ie~ybr ~er `b Izb`e~~bgbky Rroalk

    Irao`b glv ma` azbf `bv yrelv ayrbv mrakiv asbv #f`yrb jergaylek

    e`|g~lvgb, ib vek garhbylkm roalk bvy lkyrbvvaky+ Ek aoerib id azbf `a

    vb`b ijlklylek i fekfb~y ib garhbylkm roalk irao`b `a zrljlfaylek ib

    keyrb ~rbglrb c|~eycvb ib yrazal` fb``b ib `bslvybkfb ib fb ~eybkylb` ib

    ~regeylek ik roaklvgb irao`b+ @b ralvekkbgbky bvy rb`aylzbgbky vlg~`b+

    Vl `b IRI a k ~eybkylb` fbvy ~arfb ql` ~brgby r~ekirb ibv obvelkv+

    Ayrbgbky ily l` bvy kb ejjrb+ L` vjjly a`erv ql` | aly kb ibgakib frelvbrazbf fbyyb ejjrb ~er frbr k garfc+ @bslvybkfb ib fbyyb ibgakib

    v~~evb #Iamkai 1>2 8 Gakfboe ?>>: 8 Fca`av ?>>2, by `afya`ly rbmermbky ibsbg~`bv #

    ~re~ev ib `ya`bgbky roalk ib `a ibvyrfylek ifev|vygbv bk gl`lb

    roalk ibv rbvverfbv `lglybv by ib `a jeryb bg~rblkyb fe`emlqb ibv zl``bv

    ib ~reo`gbv veflas ib jraml`lvaylek i gl`lb fekeglqb by ib `br ilzbrv

    bjjbyv vr `a imraiaylekv ibv fekilylekv ib zlb ib `ceggb by ib vek

    bkzlrekkbgbky roalk, ql ybkiralbky ~rezbr `bslvybkfb ib fbyyb

    akylycvb ~raylqb by iekf ib `bslvybkfb ib `a ibgakib+

    ^ar fekyrb fb ql kbvy ~av rve` fbvy ib vazelr vl k GRI iely r~ekirb

    klqbgbky fbyyb f`avvb ibgakiakyb e vl a fekyralrb l` iely vairbvvbr

    `bkvbgo`b ib `a ~e~`aylek+ Bk iayrb ybrgbv fb`a rbzlbky vlkybrrembr vl

    `b IRI bk yaky qb ~reily%vbrzlfb iely fcbrfcbr r~ekirb kb ibgakib

    bk v| aia~yaky e vl a fekyralrb kb jelv ql` bvy glv bk ~`afb l` iely

    fcbrfcbr `bv afybrv vr `b garfc ql ~bzbky yrb lkyrbvvv ~ar vek ejjrb+

    @b fcels ib `a ~rbglrb e ib `a vbfekib e~ylek ~erraly lg~`lqbr kb

    vyraymlb ib vbmgbkyaylek i garfc avvbt jlkb ql gbyyraly ib fy ~arglkev ~o`lfv'flo`bv ib kegorbvbv f`avvbv e mre~bv ka|aky ~av `bv ge|bkv

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    53/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    9:

    ibvejjrlrk roaklvgb irao`b+ Fb`a vlmkljlbraly'l` a`erv qk GRI kbvy ~av

    irao`b bk vel ~lvqb ~av ezbry yev ib jaek qlyao`b 5 Kev kazekv

    ~av `a ~rybkylek ib r~ekirb fbyyb qbvylek by `alvvbrekv kev bkyrbylbkv

    kev iekkbr ibv ~rbglbrv `gbkyv ib rj`bslek+Zel` ql fekjlrgb keyrb ~rbglrb c|~eycvb vr `bslvybkfb ik vbmgbky ib

    `a ibgakib aqb` `b II ~erraly vairbvvbr+ @a vbfekib ~arylb ib fbyyb

    c|~eycvb vyl~`b qb `ayyrloy ~er yrb za`lib #fekilylek kfbvvalrb galv

    kek vjjlvakyb,?1 iely zlibggbky bslvybr iakv `ejjrb+ Ek ~by ibgo`b

    r~ekirb fbyyb lkqlyib ~lvqb @avakkb ~evvib kb yrv `armb

    maggb iafylekv iakv `b iegalkb i II #fj `a `lvyb ibv afylekv vb yrezb

    iakv `bv akkbsbv,+ Bkferb jay'l` qb fbv afylekv albky kb oekkb zlvlol`ly by

    kb oekkb rb~rvbkyaol`ly i II ~er qb``bv ~lvvbky veybklr

    bjjlfafbgbky kb ~e`lylqb ib GRI+ Jlka`bgbky `b II iely yrb fekvlir ~ar

    `bv caolyakyv feggb fekvylyaky bvvbkylb` ib `ejjrb `avakkelvb #vlkek l`v kb

    feg~rbkiralbky ~av qkb ~e`lylqb ib ~regeylek vb oavb ibvvv,+ ^er fbv

    ibs ibrklbrv ~elkyv #bjjlfafly ibv afylekv II by affb~yaylek i II feggb

    ~arylb lkymrakyb zelrb feggb fekvylyaky bvvbkylb` ib `ejjrb, l` jaira

    ayybkirb `bv rv`yayv i qbvylekkalrb ~er vb ~rekekfbr+

    ?1 @bv fekilylekv ql afczbky fbyyb vjjlvakfb veky ~rvbkybv ~ar `c|~eycvb K ? vazelr`bslvybkfb ikb zlvlek ~aryamb by fekjergb i II+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    54/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    9=

    O+9 Garhbylkm roalk irao`b 4 ra`ly zv ~brfb~ylek 8

    lie`emlb

    Bkjlk ~er afcbzbr `a vyrfyrb fekfb~yb``b ayer ib `a keylek ib

    garhbylkm roalk irao`b l` bvy aove`gbky fa~lya` qb fcafk feg~rbkkb

    qb `eodby ~reg ~ar k garhbylkm roalk irao`b kbvy ~av `b

    izb`e~~bgbky irao`b bk vel galv `a ~brfb~ylek qb ~by bk azelr `b

    fekveggaybr+ Vl fbvy `a ~regeylek ib `a zl``b qb `ek vecalyb eoybklr ~ar

    `a glvb bk ~`afb ikb ~e`lylqb ib garhbylkm roalk irao`b a`erv ek kb

    iely ~av fcbrfcbr ~regezelr `b izb`e~~bgbky irao`b bk vel #vl fb kbvy

    ~er ibv qbvylekv yclqbv, galv ek iely fcbrfcbr ~regezelr `lgamb ib

    fb izb`e~~bgbky irao`b+ L` bslvyb kb mrakib iljjrbkfb bkyrb `a

    ~regeylek ib `eodby by `a ~regeylek ib vek lgamb ! L` jay vrjbr vr vbv

    za`brv ~rl~crlqbv feggb `b olbk'yrb `a qa`ly ib zlb `b rbv~bfy ib

    `bkzlrekkbgbky ib `ma`ly vefla`b bk ggb ybg~v qb `a frelvvakfb

    fekeglqb+ A yb` ~elky ql` ~by arrlzbr qb `bv za`brv ~regbv kb velbky

    ~`v bk `lbk ilrbfy azbf `b IRI rb` galv klqbgbky bk `lbk azbf `a

    ~brfb~ylek lib``b qb `ek ~by bk azelr+ Fb`a ~by vbgo`br f|klqb galv l`

    bk bvy alkvl ~er yev `bv olbkv geylekkb`v #by `a zl``b bk bvy k iakv `b fairb

    i garhbylkm roalk,+ Fb qb `ek rlvqb a jlka` fbvy ib ~regezelr

    `lgamb ikb fly zbryb by kek ikb fly irao`b+ Fbvy''ilrb ib ~brirb k

    ~b ib fbyyb ma`ly ib ~ekiraylek ql ~rvlialy kev yrelv veggbyv i

    yrlakm`b irao`b a ~rejly i veggby bkzlrekkbgbky + Bk bjjby ~er `a

    ~e~`aylek `b izb`e~~bgbky irao`b #by iekf va yrakvfrl~ylek roalkb, bvy

    azaky yey kb ajjalrb fe`emlqb+ @bv rv`yayv i qbvylekkalrb feggb ek

    `b zbrra ~`v yari kev rbkvblmkbky `armbgbky ial``brv vr fb`a+

    Fbyyb ibrklrb rj`bslek kev ~brgby ia``br ~`v `elk ~lvqb``b kev ~brgby

    ib feg~rbkirb qb `a keylek ib II bvy k fekfb~y vefla`bgbky fekvyrly+

    Ib jaek mkra`b yey ilvferv vr `a zl``b bvy k fekvyrly vefla` by rv`ybikb fbryalkb lie`emlb roalkb+ Fbvy ilrb qb `erv ib `aka`|vb #by

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    55/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    93

    zbkyb``bgbky ib `a fekvyrfylek, ik yb` ilvferv l` vamly iyrb yrv

    ayybkylj by ib vlkybrrembr qb``b bvy fbyyb lie`emlb va `emlqb lkybrkb ~ar

    ql bvy'b``b ~eryb feggbky by ~er ql 5

    @lie`emlb roaklvylqb?? afyb``b ~by vb feg~rbkirb vb`ek ibs v|vygbv

    bk e~~evlylek ~arylb``b #@biry 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    56/154

    UUUO+ YcerlbUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    9 `a rbfcbrfcb ikb igarfcb

    @eodby ib fb ggelrb bvy ib rj`fclr as fekilylekv ib rvvlyb ikb

    ~e`lylqb ib garhbylkm roalk oav vr `b II+ Fbyyb rvvlyb ~avvb iaoeri

    ~ar kb fekilylek ~ra`ao`b 4 `a glvb bk ~`afb ik ejjlfb ib garhbylkm

    roalk+ Kev bv~rekv azelr iekk vjjlvaggbky i`gbkyv ib rj`bslek fb

    ~re~ev `erv ib `a ~arylb ycerlqb O+6+ @a qbvylek `aqb``b l` jay vayyb`br

    galkybkaky bvy 4 @b II bvy'l` k armgbky za`lib ~er `a ~regeylek ib@avakkb 5 e ~`v ~rflvgbky 4 Qbvy'fb ql rbki `b II k armgbky

    za`lib e a fekyralrb lkbjjlfafb ~er `a ~regeylek ib @avakkb 5 +

    Ib jaek rb`aylzbgbky vr~rbkakyb `a `lyyrayrb aoerib ~b fb ~elky by l`

    kbslvyb ~av ib igarfcb v|vygaylvb ql javvb `kaklgly+ Fbryalkv

    aybrv #Kelvbyyb by Za``brme 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    62/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    22

    ^er keyrb ~ary kev vecalyekv ~re~evbr kb igarfcb erlmlka`b ql

    rb~rbki by eriekkb fbv iljjrbkyv `gbkyv ib rj`bslek+ Fbyyb igarfcb iely

    ~brgbyyrb ibv iekkbr ibv `gbkyv ib rj`bslek vr `a za`lily by `bjjlfafly

    ik armgbky+ ^er ~brgbyyrb ieriekkbr `bv ilzbrv `gbkyv by ermaklvbrkb fecrbkfb `e~ylqb ql a y vecalyb iv `b ioy bvy fb``b ikb

    yl`ly ~er `bv ayerlyv feggb ~er `a rbfcbrfcb+ @a igarfcb vbjjerfb bk

    fekvqbkfb iyrb `a ~`v `lvlo`b by `a ~`v f`alrb ~evvlo`b+

    Jlm+ LZ 4 Igarfcb ~er dmbr bjjlfafly ik armgbky ib ~regeylekKeyb by Verfb 4 Fbyyb igarfcb vbjjerfb ib ~rbkirb bk feg~yb ib kegorbs yrazaskeyaggbky fbs ib Oaob| #1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    63/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    2:

    @a igarfcb #fj jlm+ LZ, ~by yrb zlva`lvb feggb k ieo`b ~refbvvv ib

    zrljlfaylek `k fekfbrkb `ejjrb by `ayrb `a ibgakib+

    ~re~ev ib `ejjrb `a ~rbglrb ya~b #A, bvy `a zrljlfaylek qb `armgbky

    fcelvl ~er `a ~regeylek vely ~rvbky iakv`ejjrb fbvy''ilrb `armgbky bvy'l`oav vr ibv afylekv rb``bgbky ~rvbkybv iakv `a zl``b 5 Vl `a r~ekvb bvy el

    a`erv l` bvy ~evvlo`b ib fekylkbr `a zrljlfaylek+ Vl `a r~ekvb bvy kek kb

    ~e`lylqb ib garhbylkm roalk oav vr fby armgbky bvy ~reoao`bgbky

    zeb `fcbf+ Iakv `b fav ib @avakkb `a zrljlfaylek vbvy jalyb bk

    bsaglkaky `Ambkia ?1 ib @avakkb by `a `lvyb ibv afylekv?9 bkyrb~rlvbv ~ar `a

    zl``b+

    @a vbfekib ya~b #O, bvy `a zrljlfaylek ib `bslvybkfb ikb zlvlek ~aryambib `armgbky a vblk ibv ayerlyv by ib `a ~e~`aylek fbvy''ilrb bvy'fb

    qb yey `b gekib ~ar`b olbk ib `a ggb fcevb by bvy'fb qb `bv caolyakyv

    ~brelzbky `armgbky ib ~regeylek feggb k fekvylyaky bvvbkylb` ib

    `ejjrb ib `br zl``b 5 Vl `a r~ekvb bvy el a`erv l` bvy ~evvlo`b ib fekylkbr `a

    zrljlfaylek+ Vl `a r~ekvb bvy kek kb ~e`lylqb ib garhbylkm roalk oav vr

    fby armgbky bvy ~reoao`bgbky zeb `fcbf+ Iakv `b fav ib @avakkb

    fb veky `bv qbvylekv A+1 A+= by O+1 by O+? i qbvylekkalrb ql yralybky ib

    fby av~bfy+

    @a yrelvlgb ya~b #F, bvy `a zrljlfaylek ib `a fekjergly ib `a zlvlek ib

    `armgbky va ijlklylek ycerlqb fbvy''ilrb ql` kb vjjly ~av ib

    ravvbgo`br kb zlvlek ~aryamb ib `armgbky ib ~regeylek galv l` jay qb

    fbyyb zlvlek vely fekjergb by ferrbv~ekib bsafybgbky `a ijlklylek

    ycerlqb ib `armgbky+ Vl `a r~ekvb bvy ~evlylzb a`erv l` bvy ~evvlo`b ib

    fekylkbr `a zrljlfaylek+ Vl `a r~ekvb bvy kmaylzb kb ~e`lylqb ib

    garhbylkm roalk oav vr fby armgbky bvy ~reoao`bgbky zeb `fcbf+

    Iakv `b fav ib @avakkb `bv qbvylekv A+1 A+= ~brgbyyreky ibsaglkbr fby

    av~bfy+

    ?9 fj bk akkbsb @avakkb 4 Eodbfyljv Qa`ly ib zlb+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    64/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    2=

    @a ~rbglrb ya~b #I, i ~refbvvv ib `a ibgakib bvy `a zrljlfaylek ik

    ~eybkylb` ib ibgakib+ L` jay ikb ~ary ql` bslvyb k vbmgbky ib garfc

    iakv `bqb` `armgbky ib ~regeylek ~lvvb vlkvfrlrb by qb fb vbmgbky kb

    vely ~av id vayr ~ar `a fekfrrbkfb #fbvy''ilrb k garfc ib klfcb, byqb iayrb ~ary `bv ~re~evlylekv ib `armgbky ib ~regeylek rbdelmkb

    bjjbfylzbgbky `bv ~reff~aylekv ibv ~o`lfv'flo`bv #caolyakyv bkyrb~rlvbv

    yerlvybv,+ Vl `a r~ekvb bvy ~evlylzb a`erv l` bvy ~evvlo`b ib fekylkbr `a

    zrljlfaylek ib `a ibgakib+ Vl `a r~ekvb bvy kmaylzb kb ~e`lylqb ib

    garhbylkm roalk oav vr fby armgbky bvy ~reoao`bgbky zeb `fcbf+

    ^er `b fav iyib fb veky `bv qbvylekv O+6 O+9 by O+2 ql ~brgbyybky

    iza`br fb ~eybkylb`+

    @a vbfekib ya~b #B, i ~refbvvv ib zrljlfaylek ib `a ibgakib bvy ib

    zrljlbr k ~elky fekvlir feggb frfla` bk feggklfaylek garhbylkm

    #^bkyafeg ?>>2, vazelr `ma`ly bkyrb `lgamb glvb ~ar `ejjrb by fb``b

    ~brb ~ar `a ibgakib+ Ayrbgbky ily `a ~brfb~ylek ~ar `bv ~o`lfv'flo`bv

    i gbvvamb ~regeylekkb` ib `a zl``b iely yrb bsafybgbky `a ggb qb `b

    gbvvamb `l'ggb+ L` bvy yrv lg~eryaky qb `ayyrloy kb ~evvib afkb

    agolmy ajlk ib ~brgbyyrb fbyyb ma`ly+ Iakv `b fav fekyralrb `b ~o`lf'

    flo`b rlvqb ib ga` lkybr~rybr `b gbvvamb ~regeylekkb` by fb`a ~erraly azelr

    ibv fekvqbkfbv jfcbvbv+ Vl `a r~ekvb fbyyb qbvylek bvy ~evlylzb a`erv

    l` bvy ~evvlo`b ib fekylkbr `a zrljlfaylek ib `a ibgakib+ Vl `a r~ekvb bvy

    kmaylzb kb ~e`lylqb ib garhbylkm roalk oav vr fby armgbky bvy

    ~reoao`bgbky zeb `fcbf+ ^er @avakkb l` bvy yrv iljjlfl`b ib

    r~ekirb fbyyb qbvylek far l` jairaly ravvbgo`br k fcakyl``ek

    rb~rvbkyaylj ibv ~o`lfv'flo`bv 8 ib ~`v `a zl``b ka|aky ~av bkferb

    zrlyao`bgbky lklyl kb ~regeylek oavb vr k II l` bvy lg~evvlo`b ib

    zrljlbr va ~brfb~ylek+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    65/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    23

    Vl `bv r~ekvbv ibv flkq qbvylekv ~rfibkybv eky y ~evlylzbv a`erv `b

    ~refbvvv ib zrljlfaylek ib `ejjrb rbdelky fb`l ib `a ibgakib by ek ~by

    frlrb kb qair~`b ma`ly rb~rvbkyb ~ar `b vfcga fl'ibvvev+

    Jlm+ Z 4 Qair~`b ma`ly ~er k armgbky za`lib by bjjlfafb

    Verfb 4 Z+ Gelkay ?>>=

    Ek ~by `lrb 4 ~er qk armgbky vely za`lib by bjjlfafb l` jay ql` vely

    ~br ib jaek libkylqb ~ar yev qb fbyyb ~brfb~ylek `b rbj`yb

    bsafybgbky qb `a ~regeylek ~ar `a zl``b ib fby armgbky vely fekjergb

    `armgbky by qb jlka`bgbky `a ~brfb~ylek ib `a ~regeylek vely ma`b `a

    jelv `a ~regeylek by `a jelv `a zlvlek ~aryamb+

    Fbyyb qair~`b ma`ly bvy kb fekilylek kfbvvalrb galv kek vjjlvakyb~er avvrbr `b vffv ib `a ~regeylek+ Bk bjjby l` jay bkferb r~ekirb

    ibs qbvylekv v~~`gbkyalrbv+

    @a ~rbglrb #J, bvy `a zrljlfaylek ib `a ~rvbkfb iafylekv jery ~ezelr

    rb~rvbkyaylj ib `armgbky+ Bk iayrbv ybrgbv l` kb vjjly ~av qb `armgbky

    vely ~rvbky iakv `ejjrb ~ar fbryalkbv afylekv #e ayyrloyv, galv l` jay avvl

    qb fbv armgbkyv velbky vjjlvaggbky ayyrafyljv ~er yrb yl`lv ~er k

    gbvvamb ~regeylekkb`+ Iakv `b qbvylekkalrb fb veky `bv qbvylekv O+= by O+3

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    66/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    2

    B`gbkyv ib zrljlfaylek #fj jlm+ Z, 4

    #A,' @b FLE%v~ery bvy k armgbky bjjbfylzbgbky ~rvbky iakv `ejjrb

    `avakkelv mrfb a vlmb i FLE a Gvb E`|g~lqb `a ~rvbkfb ib

    mrakibv gakljbvyaylekv by as vlmbv ib kegorbvbv jiraylekv v~erylzbv+

    #O,' Ek ~by lgamlkbr vakv ~reo`gb qb `b FLE%v~ery ~evvib kb zlvlek

    ~aryamb a vblk ibv ayerlyv by fekvylyb k `gbky garqaky ib `ejjrb

    `avakkelvb iakv `a ~brfb~ylek ib `a ~e~`aylek+

    #F,' @a zlvlek ib `armgbky FLE%v~ery a vblk ibv ayerlyv by ib `a

    ~e~`aylek bvy fekjergb `a ra`ly v~erylzb `a fcaryb ib `E`|g~lvgb byf+

    #I,' L` bslvyb k ~eybkylb` ib ibgakib lg~eryaky #~er ~rbzb `bv kegorbs

    fekmrv gbbylkmv by jiraylekv v~erylzbv ql ~rbkkbky ~`afb iakv `a

    rmlek,+ @ejjrb fekfrrbkyb bvy yrv rilyb far @avakkb okjlflb ik irely

    ibsf`vlzly qaky a `aob` e`|g~lqb+

    #B,' @b gvb e`|g~lqb by `a ra`ly ~c|vlqb i vlmb i FLE Zli| alkvl

    qb ib kegorbvbv gakljbvyaylekv v~erylzbv #Ayc`ylvvlga ?> hg ib

    @avakkb Yrlayc`ek by Garaycek ib @avakkb Fcag~lekkay bre~bk ib

    Jeeyoam ~ar bsbg~`b, ~brgbyybky ib zlvlol`lvbr by ib rb~rvbkybr `armgbky

    ib jaek ayyrafylzb+

    #J,' Mrfb as `gbkyv ~rfibkyv ek ~by ajjlrgbr qb `armgbky

    FLE%v~ery ~brgby ib frbr kb lgamb jeryb klqb by iljjrbkflayrlfb ql

    ~eybkylb``bgbky ayylrbra ibv kezbas fekveggaybrv ~argl `bv ~o`lfv'

    flo`bv i vbmgbky zlv+ Bk fekvqbkfb kb ~e`lylqb ib garhbylkm roalk

    oav vr `armgbky FLE%v~ery ~evvib k mraki kegorb ib fcakfbv ib

    vffv+ Fb ql a y orlzbgbky jaly lfl vr `armgbky FLE%v~ery kev

    ~redbyekv galkybkaky ib `b jalrb vr `armgbky Izb`e~~bgbky Irao`b

    mrfb kev bkyrbylbkv+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    68/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :1

    F+1 ^arylb bg~lrlqb 4

    ^er ra`lvbr `a zrljlfaylek i II feggb armgbky za`lib kb zlkmyalkb

    iafybrv eky y lkybrremv `alib ibkyrbylbkv vbgl'ilrbfyljv+ Fbv afybrv

    veky ibv rb~rvbkyakyv e `v ~e`lylqbv ibv rbv~ekvao`bv ib

    `aiglklvyraylek ibv fcbjv ibkyrb~rlvbv ibv rb~rvbkyakyv ib feggbrakyv

    ibv ~rejbvvlekkb`v ib `roaklvgb by ibv ~rejbvvbrv klzbrvlyalrbv?2+ @lib bvy

    ib zrljlbr bk ~rbglbr `lb `bslvybkfb ib fbyyb zlvlek ~aryamb by fekjergb

    i II+

    @bv rv`yayv ib fbv qbvylekkalrbv jergaky `b gayrlb` ~rbglbr ~er `a

    igarfcb l` jay r~ekirb azaky ib ifrlrb by iaka`|vbr `bv rv`yayv kb

    vrlb ib qbvylekv e ib rbgarqbv 4

    Afybrv 4

    @b fcels ibv fbv afybrv bvy'l` dvyljl 5 @b ravvbgo`bgbky ib `brv e~lklekv

    ayerlvb'y'l` `a fekvyrfylek ib `a igarfcb vecalyb 5

    Ek yefcb lfl kb frlylqb gadbrb qb `ek ~by airbvvbr `a igarfcb+ @bv

    afybrv lkybrremv kb veky ~av rb~rvbkyayljv ibv ~o`lfv'flo`bv+ Bk bjjby bk

    lkybrrembaky fbv ~brvekkbv db kb zalv ~av lkybrrembr `bv ~brvekkbv ql `a

    ~regeylek vairbvvbra+ Ek kb ~erra iekf ~av mkra`lvbr `b qbvylekkalrb

    bk v~~evaky qb `bv jyrv fekveggaybrv albky `a ggb ayylyib `bv

    ggbv libv by `b ggb feg~erybgbky qb `bv afybrv lkybrremv+ Fbyyb

    frlylqb ql ~by vbgo`br mrazb vbs~`lqb bk jaly avvbt vlg~`bgbky 8 l` kbvy

    ~av ~evvlo`b azbf `bv ge|bkv ceralrbv by jlkakflbrv ilkybrrembr ~er k

    yrazal` ib ggelrb k yb` fcakyl``ek+

    ?2K+O+ 4 `a `lvyb ibv ~brvekkbv lkybrrembv alkvl qb `bv qbvylekkalrbv veky bk akkbsb galv~er ibv qbvylekv ib fekjlibkyla`ly `bv r~ekvbv lkilzlib``bv k| jlmrbky ~av+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    69/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :?

    Ib ~`v l` kbvy ~av kek ~`v ~c|vlqbgbky ra`lvao`b ilkybrrembr `bv jyrv

    fekveggaybrv #caolyakyv yerlvybv by bkyrb~rlvbv, ~lvql`v kb veky

    vlg~`bgbky ~av bkferb ` ! L` kbvy ~av ~evvlo`b ~ar bsbg~`b ia``br fcelvlr k

    ~avvaky a cavari iakv kb ayrb zl``b regakib by ib `lkybrrembr bkbv~raky qb l` javvb ~ar cavari ~arylb ibv jyrv caolyakyv ib @avakkb+ @b

    ggb ralvekkbgbky bvy za`ao`b ~er `bv yerlvybv e `bv lkzbvylvvbrv+ By

    ~lvql` kbslvyb ~av ib iekkbv ilv~eklo`bv fb vdby `b qbvylekkalrb as

    `baibrv ie~lklekv by rb~rvbkyakyv `efas a y rbybk feggb `a gbl``brb

    ve`ylek+

    Fbyyb ve`ylek ejjrb yey ib ggb k azakyamb+ Iakv `b fav ib `bslvybkfb

    ikb zlvlek ~aryamb by fekjergb by iekf ib `a ~evvlo`b glvb bk garfcb

    ib `a igarfcb `a gyceib yl`lvb ~brgbyyra iazelr b k fekyafy

    ~ra`ao`b azbf `a gaderly ibv afybrv ql lkybrzlbkireky ib ~rv e ib `elk

    ~er `a ijlklylek ik GRI kek vb`bgbky ~er `b vyrlfy klzba feggka`

    galv avvl azbf ibv lkybrzbkakyv ibv feggkbv bkzlrekkakybv+

    Ek ~by ma`bgbky vlkybrrembr vr `a jlaol`ly ibv r~ekiakyv by ze`elr

    rbjalrb `b qbvylekkalrb qb`qbv gelv ilkybrza``b ~er zrljlbr `a vyaol`ly

    ibv r~ekvbv+ ^eryaky ~er `bv ggbv ralvekv ceralrbv by ib ~`afb fb yrazal`

    ib ggelrb kbjjbfybra ~av fbyyb igarfcb ib zrljlfaylek+ Ib ~`v `bv

    ~brvekkbv lkybrrembv eff~bky vezbky ibv ~evybv rbv~ekvaol`lyv by kb

    ilv~evbky qb ik ybg~v `lgly fekvafrbr fb mbkrb iyib+

    L` bvy avvl ~evvlo`b ib rb~refcbr `aovbkfb iakv `a `lvyb ibv ~brvekkbv

    lkybrrembv ~er `br vb`b qa`ly icaolyaky+ Bk jaly fbvy ~arfb qb `a

    ~`~ary caolybky amm`egraylek by qb brv e~lklekv icaolyaky vbs~rlgbky

    vezbky `br lkv ql` ka ~av y dm kfbvvalrb iamgbkybr

    `fcakyl``ek+

    Jlka`bgbky fbyyb qbvylek iafybrv ~brgby ib gbyyrb `b ielmy vr k

    ilvylkme bvvbkylb` jalrb fb`l bkyrb `a igarfcb ib fb yrazal` by fb``b ib@avakkb+ @fcakyl``ek ibv ~brvekkbv lkybrrembv kb vbry q `a igarfcb

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    70/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :6

    ib fbyyb yib by kek fb``b ib @avakkb+ ^er fb yrazal` `eodbfylj bvy

    klqbgbky zrljlbr `bslvybkfb ib fbyyb zlvlek ~aryamb by fekjergb by `b

    fav fcaky ib ~re~evbr ibv `gbkyv ib rj`bslek vr `a igarfcb jlka`b

    vlzrb ~er `a glvb bk ~`afb ik GRI+ @aiglklvyraylek ~ar fekyrb `ervqb``bvlzra zbkyb``bgbky fbyyb igarfcb ibzra bk ycerlb vb veflbr ik

    fcakyl``ek obafe~ ~`v `armb ~er ~ezelr mkra`lvbr `b ~re~ev

    `bkvbgo`b ib `a ~e~`aylek+

    Qbvylekv 4

    @bv qbvylekv ~evbv as afybrv ~brgbyybky'b``bv zralgbky ib gbvrbr `a

    zarlao`b vecalyb 5 Ayrbgbky ily qb``b bvy `a za`lily by `bjjlflbkfb i

    qbvylekkalrb 5

    @a zarlao`b qb `ek vecalyb za`br bvy `a ~rvbkfb e kek ib fbyyb zlvlek

    ~aryamb by fekjergb i IRI by ~aryaky `bv zbkyb``bv afylekv yl`lvbr

    ~er va ~regeylek+ @b `bfybr ~erraly eodbfybr qb `a jaek ieky bvy

    fekvyrlyb `b qbvylekkalrb `alvvbraly ~bkvbr qb `bslvybkfb ib fbyyb zlvlek

    ~aryamb bvy fekvlir feggb afqlvb+ ^eryaky fb vbraly jalrb kb brrbr

    far `bv qbvylekv ib `a ~arylb A alkvl qb `a ibrklrb qbvylek ib `a ~arylb I

    fcbrfcbky rj`fclr vakv a ~rlerl vr `bslvybkfb ib fbyyb feggkay ib

    vbkv by `a za`lily i II feggb eyl` ~regeylekkb`+ Yakilv qb `bv qbvylekv

    vlzakybv #~arylb O by F, vr `bv ge|bkv ~eybkylb``bgbky geol`lvbr

    ~brgbyybky dvybgbky ib ilrb vl by feggbky i ~elky ib zb ibv afybrv `b

    II bvy yl`lvao`b+ Fb ql yrakvfrlra jlka`bgbky `a ggb fcevb qb `bv ~arylbv

    ~rfibkybv+

    Vafcaky qb @avakkb ~evvib id `armgbky II iakv vek ejjrb #fbvy''

    ilrb qb `b ~elky ib `a igarfcb #A, bvy zrljl, ibs lvvbv veky ~evvlo`bv a

    ybrgb i qbvylekkalrb 4

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    71/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :9

    Lvvb 1 4

    @bkvbgo`b ibv qbvylekv rbfbl``b kb r~ekvb ajjlrgaylzb #bsfb~y `a

    qbvylek #B, ql kbvy ~av zrlyao`bgbky ybvyb iakv `b qbvylekkalrb,+ Iakv

    fb fav ek v~~evbra qb `b II bvy k armgbky za`lib+

    Lvvb ? 4

    Rkb e ~`vlbrv r~ekvbv veky kmaylzbv+ @b ~refbvvv bvy arry by

    `armgbky II kbvy ~av za`lib bk `yay #L,+ Iakv k yb` fav ilzbrv vfkarll

    veky ~re~evv #D,+

    Ek bk iily qb `a jaek iaka`|vbr `bv rv`yayv ibv qbvylekkalrbv bvy yrv

    vbkvlo`b+ L` jay yl`lvbr k jl`yrb iaka`|vb ql vely vjjlvaggbky bslmbaky ~er

    yrb ~brylkbky galv ql kb olalvb ~av ~ar al``brv `bv rv`yayv+ ^er fb jalrb ek

    yl`lvbra ikb ~ary ibv yao`bas by mra~clqbv bk fcbrfcaky gbyyrb bk

    zlibkfb ibv za`brv #by ibv afylekv, ql rfe`ybky ibv vferbv

    vlmkljlfaylzbgbky ~`v lg~eryakyv+ Iayrb ~ary ek iflibra ~er `bv

    qbvylekv ezbrybv ib `bslvybkfb ib `a zlvlek ~aryamb by fekjergb vb`ek

    `eovbrzaylek by `b fa`f` ib `a rfrrbkfb ib fbryalkbv keylekv e fcag~v

    `bslfas ib za`brv by ~`v mkra`bgbky vr `a `bfyrb ibv lkybr~ryaylekv ibv

    afybrv 8 fbyyb jaek ib jalrb kb marakyly ~av bk vel `eodbfylzly `a

    vlmkljlfaylzly by `a rb~rvbkyaylzly ikb igarfcb vflbkyljlqb f`avvlqb

    galv verlbkyb ~`yy zbrv kb igarfcb ib y|~b ieo`b cbrgkbylqb #fj+

    vbfylek A+6+2,+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    72/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :2

    F+1+1 ^rbglrb ~arylb

    F+1+1+1 Ibvfrl~ylek

    @b oy ib `a ~rbglrb ~arylb i qbvylekkalrb bvy ilkybrrembr ~ar iljjrbkybv

    gyceibv `a rb~rvbkyaylek i II qb vb jeky `bv ~brvekkbv lkybrrembv ~er

    aka`|vbr ikb ~ary vl` bslvyb kb zlvlek ~aryamb ql vb imamb ibv e~lklekv

    ~brvekkb``bv by iayrb ~ary ~er yilbr vl fbyyb ggb zlvlek ~aryamb

    rbj`yb ferrbfybgbky `b II fbvy''ilrb vl `bv mbkv avveflbky `b ~arailmgb i

    izb`e~~bgbky irao`b fb ql` bvy zralgbky+

    Qbvylek A+1

    @b oy ib `a ~rbglrb qbvylek bvy iyilbr qb``b bvy `a fekfb~ylek

    v~ekyakb i II ibv ~brvekkbv lkybrrembv+ @a qbvylek `aqb``b l`v ielzbky

    r~ekirb bvy 4

    Iekkbt qayrb e flkq geyv qb zev avveflbt `a keylek ib II+ ^erqelfb fcels 5

    Ek v~~evb qb `erirb ikekflaylek ibv geyv'ayyrloyv e ibvfrl~ybrv za

    azelr kb vlmkljlfaylek fb`l ql rbzy `b ~`v ilg~eryakfb as |bs i vdby

    verylra bk ~rbglbr ~lv bk erirb ifrelvvaky vb`ek `lg~eryakfb+ Alkvl ek

    ~by ~er `b ~rbglbr ybrgb ibvfrl~ylj ~lv ~er `b vbfeki by bkjlk ~er `bv

    vlzakyv yao`lr fcaqb jelv qb``bv veky `bv ~reff~aylekv ibv lkybrremv+

    Ek ~by avvl veggbr `bv iljjrbkyv ybrgbv bk `bv ~ekiraky ~ar `erirb ibverylb+ ^ar bsbg~`b `b ~rbglbr ybrgb vbra ~ekir ~ar k jafybr 6 `b

    vbfeki ~ar k jafybr ? by `bv vlzakyv ~ar k jafybr 1+ L` jay rbfekkayrb

    qb fbyyb jaek ib jalrb ~by yrb frlylqao`b fb~bkiaky b``b a `azakyamb

    ib ~brgbyyrb ib irbvvbr k ol`ak ib `a jerfb ib `avveflaylek ya~b ~ar

    ya~b ~lv ib jaek m`eoa`b+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    73/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    ::

    @a jerg`aylek ibv geyv ibvfrl~ybrv zarlb ik vdby `ayrb fb~bkiaky ek

    rbyrezb jrqbggbky `bv ggbv libv+ Fbvy ~erqel l`v eky y amrmv

    bk 1> mre~bv iayyrloyv 4

    ' Azbklrrbmre~b bv ibvfrl~ybrv `ekm ybrgb ib `azbklr byf+ 8' Qa`ly ib zlb Bkbrmlb by Bfekeglb jergbky ibv mre~bv ~ary

    bkylrb+

    ' A`lol bvy `b keg i mre~b ql ravvbgo`b yev `bv ibvfrl~ybrv i II qljeky lbk va ~evvlo`b lkvyrgbkya`lvaylek e rf~raylek ~e`lylqb+

    ' Geol`ly ravvbgo`b `bv ibvfrl~ybrv a|aky `lbk `a geol`ly qb``bqb``b vely #ayegeol`b ~lyekv byf+,+

    ' Bkzlrekkbgbky ravvbgo`b `bv ibvfrl~ybrv bkzlrekkbgbky fe`emlbrbvverfbv kayrb``bv f`lgay+

    ' Vefla` ravvbgo`b yev `bv ibvfrl~ybrv ql ve`lmkbky k av~bfy vefla` iII 4vefla` ma`ly qly dvylfb vefla`b+

    ' Zlvlek ~e`lylqb ravvbgo`b `bv ibvfrl~ybrv ql zelbky iakv `b II kbkezb``b zlvlek ~e`lylqb by kb kezb``b gaklrb iamlr 4 yclqb

    rbv~ekvaol`ly fecrbkfb ib `afylek zlibkfb a~~refcb

    yrakvzbrva`b bkdb byf+

    ' Bkjlk `bv ibvfrl~ybrv ql kb veky verylv qkb jelv eky y rbmre~viakv `ayyrloy ayrbv+ Ek | rbyrezb `roaklvgb `a vgary mre}yc `a

    gekila`lvaylek `lkymraylek ibv vazelrv by ibv afybrv `a fraylzly by `a

    keylek ib ybrrlyelrb+

    Rkb jelv amrmv feggb ifrly fl'ibvvv l` bvy ~evvlo`b ibvqlvvbr `b II yb`

    ql` bvy ~br ~ar kev r~ekiakyv+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    74/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :=

    Mra~clqb 1 4 Ayyrloyv ibvfrl~ybrv i II ~ar erirb ib verylb by m`eoa`bgbkyVerfb 4 Z+ Gelkay ?>>=+ Qbvylekkalrb

    @bv ayyrloyv ql zlbkkbky `bv ~rbglbrv `bv~rly veky a~~b`v Ye~ ej Glki ?:+ Fb

    ql` jay rb`bzbr fbyyb ~rbglrb ya~b fbvy `b vferb ra`lv ~ar `ayyrloy

    Azbklr+ ^er ~`v ik qary #?=", ibv ~brvekkbv lkybrrembv `b II jaly a~~b`

    azaky yey ibv qbvylekv iazbklr e ib `ekm ybrgb+ ^lv `bkzlrekkbgbky deb k r`b lg~eryaky azbf ??" ibv zeybv by bkjlk `b II feggb

    kezba feg~erybgbky by ~erybr ikb zlvlek ~e`lylqb very ma`bgbky ib

    jaek ilvylkfyb 1="+

    @erv ib `kekflaylek i vbfeki ayyrloy yl`lv ~er ifrlrb `b II `b mre~b

    Azbklr ~bri ib `lg~eryakfb #2", feggb vl fb`a azaly vjjl ib `b verylr bk

    ~rbglbr `lb+ @bkzlrekkbgbky fekvbrzb kb ~ary lg~eryakyb #?>", ib ggb~er `a zlvlek ~e`lylqb #12",+ Ibs kezbas ibvfrl~ybrv a~~aralvvbky

    fcafk 1>" l` vamly ib `a geol`ly by i vefla`+

    ?: Olbk qb kev kb ve|ekv ~av jrlakiv iakm`lflvgb kev vecalyekv yl`lvbr Ye~ ej Glki~lvql` vamly ik ybrgb fekvafr ieky `yl`lvaylek bvy v|vygaylqb bk garhbylkm+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    75/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :3

    @erv ibv ayyrloyv vlzakyv `bkzlrekkbgbky fekvbrzb va ~ary fekjeryao`b

    ?:" ib ggb qb ~er `a zlvlek ~e`lylqb 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    76/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    :" ib kek by 9>" ib el+ Fb~bkiaky ek jbra ayybkylek ~lvqb

    fbyyb iljjrbkfb kbslvyb ~av zrlyao`bgbky iakv `bv r~ekvbv+ Bk bjjby `bv

    vdby ~bzbky azelr r~eki ~ar `ajjlrgaylzb e ~ar `a kmaylzb bk a|aky

    ~eryaky `a ggb ~bkvb+ ^ar bsbg~`b el fbv ibs keylekv veky yrv

    vlgl`alrbv galv l` bslvyb qb`qbv iljjrbkfbv e lkzbrvbgbky kek fbv ibs

    keylekv veky iljjrbkybv galv l` bslvyb ibv ~elkyv feggkv + Ib jaek

    mkra`b `bv lkybrremv rbfekkalvvbky a II kb ilgbkvlek ~`v `ekmb

    irb by ~`v fe``bfylzb qb ~er `a qa`ly ib zlb+ L` bvy ma`bgbky vezbky

    rbvveryl qb `a qa`ly ib zlb bvy ra`lvao`b vakv k izb`e~~bgbky irao`b 8

    ~ar bsbg~`b `b geib ib fekveggaylek keri'agrlfalk afyb` a~~eryb kfbryalk klzba ib zlb galv kbvy ~av irao`b `ekm ybrgb+ ^ar fekyrb `a glvb

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    80/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    =6

    bk a~~`lfaylek i II a~~eryb `ekm ybrgb kb gbl``brb qa`ly ib zlb ~er

    yev+

    Clvyerlqbgbky l` bvy lkyrbvvaky ib ra~~b`br qb `b ~arailmgb ib `a qa`ly

    ib zlb a ~rfi fb`l i Izb`e~~bgbky Irao`b+ Gal :3 `a frlvblvra`lbkkb zelrb `bv frlvbv ~yre`lrbv eky ~brglv `gbrmbkfb ik kezba

    feraky ib ~bkvb 4 `bv za`brv bslvybkylb``bv ielzbky rb~rbkirb `b j`agoba

    ibv za`brv jekfylekkb``bv+ Azbf `b ra~~ery Gbaie}v i F`o ib _egb by `b

    ra~~ery Orkiy`aki a~~aray `a kfbvvly ib `a glvb bk ~`afb ik

    izb`e~~bgbky ~`v irao`b+ Alkvl `b fekfb~y II a ~rlv `b rb`alv by lkilqb

    kb zelb vlzrb ieky `a qa`ly ib zlb kb rbfe~b ~av yev `bv av~bfyv+ @a

    qa`ly ib zlb bvy kb lib rb`aylzbgbky j`eb by vodbfylzb yakilv qb `b II

    bvy k fekvyrly ycerlqb #Fkca ?>>2,+ @a qa`ly ib zlb vbraly k

    fcakmbgbky ib ~rlerly yakilv qb `b II vbraly `a rbfekkalvvakfb ib `a

    kfbvvly ik kezba ~refbvvv ib izb`e~~bgbky+

    F+1+1+? Aka`|vb

    Azaky iaka`|vbr vr `a oavb ibv rv`yayv ~rfibkyv qb``b bvy `lgamb

    ~brb i izb`e~~bgbky irao`b ~argl kev r~ekiakyv l` ~by yrb yl`b

    ib ra~~b`br bkferb kb jelv `a ijlklylek ycerlqb i II+ @b `bfybr yrezbra

    ibv lkjergaylekv ~`v iyal``bv ~ar bsbg~`b iakv `a ijlklylek ib A+ Fkca

    #?>>2,+

    Jlm+ ZL 4 @bv yrelv ~l`lbrv i Izb`e~~bgbky Irao`bVerfb 4 Z+ Gelkay ?>>= ia~rv Orkiy`aki 1

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    81/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    =9

    @b izb`e~~bgbky irao`b rb~evb vr yrelv v~crbv e yrelv ~l`lbrv+ Fb qb

    ve`lmkb `a ijlklylek i II bvy iekf azaky yey `ma`b lg~eryakfb ib vbv

    yrelv ~l`lbrv `a fecrbkfb ql` jay azelr bk amlvvaky ib jaek vlg`yakb vr

    ibs zelrb yrelv ~l`lbrv #fbvy fb qek a~~b``b kb afylek ieo`b e yrl~`bilzlibkib, by ~av vb`bgbky `a ~rlgerila`ly iekkb a ~l`lbr

    bkzlrekkbgbkya` by jlka`bgbky `a rbzbkilfaylek i `ekm ybrgb ~er `afylek

    feggb ~er `a rj`bslek+ @a ijlklylek bvy iekf bsyrgbgbky f`alrb vr fb ql

    feg~evb `b II by fb ql kb `b feg~evb ~av+

    Er `a `glrb ib fb ra~~b` kev kev rbkiekv feg~yb qb fb kbvy ~av

    i yey fb qb jeky rbvverylr `bv qbvylekkalrbv+ @b II | bvy ifrly azaky yey

    feggb kb kezb``b zlvlek bkzlrekkbgbkya`lvyb+ Fb`a bvy vakv ieyb i a

    oayyamb gilaylqb rfbky vr `b ~reo`gb i fcakmbgbky f`lgaylqb+ @a

    ilgbkvlek fe`emlqb ieglkb feg~`ybgbky by ib yrv `elk `a ilgbkvlek

    vefla`b by ~`v jeryb ralvek bkferb `a ilgbkvlek fekeglqb+ @b fekfb~y

    ib fecrbkfb rbvvery olbk galv c`av ~av iakv `b vbkv lklyla` #fbvy''ilrb `a

    fecrbkfb iely vb yrezbr bkyrb `bv afylekv ' rj`bslekv ibv iljjrbkyv ~l`lbrv,+

    ^er kev r~ekiakyv `a fecrbkfb i II bvy feg~`ybgbky ayrb 8 b``b bvy

    fcbrfcbr i fy ~e`lylqb fbvy''ilrb qb `b II bvy z feggb kb

    kezb``b zlvlek ~e`lylqb `armbgbky yblkyb ib gera`lvgb fe`emlqb ~ar

    al``brv+

    @a fecrbkfb bvy iekf bk ra`ly kb kezb``b `mlylgly ~eybkylb``b qb

    fbryalkv afybrv ~e`lylqbv eky olbk feg~rlv fb qb fbryalkv ib kev

    r~ekiakyv ikekfbky ial``brv+

    Bk iayrbv ybrgbv `a ~rbglrb aka`|vb qb `ek ~by ylrbr ib fbyyb ~arylb i

    qbvylekkalrb bvy `a vlzakyb 4 @b izb`e~~bgbky irao`b yb` ql` bvy ~br

    ~ar kev r~ekiakyv kb ferrbv~eki bk afk fav a izb`e~~bgbky irao`b

    yb` ql` bvy ijlkl ~ar `a `lyyrayrb+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    82/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    =2

    L` bvy ~evvlo`b ia``br ~`v `elk by ibk ylrbr kb vbfekib aka`|vb 4 bk ~`v ib kb

    ~av rbj`ybr ferrbfybgbky `b fekfb~y ycerlqb `a zlvlek qeky kev

    r~ekiakyv bvy ~arylf`lrbgbky j`eb+ L`v veky lkfa~ao`bv ib vb gbyyrb

    iafferi vr qb`qbv jekiagbkyas ql ifrlralbky vlmkljlfaylzbgbky `b II+@a qbvylek A+2 bvy rb`aylzbgbky `eqbkyb fb vdby ~lvqb ~rbvqb

    klg~eryb qb``b mrakib lib oaka`b rbely jlka`bgbky k vferb

    iavveflaylek v~rlbr `a ge|bkkb+ Libg ~er `a qbvylek A+1 e fbvy `b

    gerfb``bgbky ibv r~ekvbv fbyyb jelv ql kev rbkvblmkb vr `b fekvyay

    ~rfly+

    ^by'yrb jay'l` gbyyrb bk `lbk fbyyb qbvylek azbf `a vlzakyb e kev

    r~ekiakyv eky y kegorbs ~`olvflybr `av~bfy ~raylqb i II bk

    ve`lmkaky avvbt qb `a ycerlb vb`b ka dagalv iekk ib rv`yayv+ Jay'l` bk

    iilrb qb `b yrazal` ib z`marlvaylek vflbkyljlqb ka ~av y ra`lv

    ferrbfybgbky ~ar `a feggkay klzbrvlyalrb ib jaek mkra`b ql

    karaly ~av v bs~`lqbr bk iyal` `bv jlkbvvbv iljjlfl`bv iaffv i fekfb~y

    ib izb`e~~bgbky irao`b 8 `b fcag~ araly a`erv y `alvv `lorb qb`qbv

    avveflaylekv fe`emlvybv by ~e`lylflbkv ql `aralbky rf~r `br feg~yb 5

    Iljjlfl`b ib r~ekirb ek vb raoayyra a`erv vr kb fekzlfylek 4

    Vl `b izb`e~~bgbky irao`b kb dely ikb lgamb kl bsafyb kl f`alrb a vblk

    i kegorb rily ib kev r~ekiakyv fbkvv glbs `b fekkayrb a`erv l` bvy

    ~reoao`b qb `a ~e~`aylek `avakkelvb by ib jaek ~`v mkra`b

    `bkvbgo`b ib kev ~o`lfv'flo`bv kb vbreky ~av ~`v a~ybv irbvvbr k ~eryraly

    ~rflv by bsafy ib fb qbvy `b rb``bgbky `b izb`e~~bgbky irao`b+

    Kev | rbzlbkirekv ~ar `a vlyb galv l` bvy ibgo`b ~evvlo`b ib ilrb qbk

    ybrgbv ib garhbylkm roalk `yl`lvaylek ik eodby e fekfb~y as ayyrloyv

    zambv e ieky `a vlmkljlfaylek kbvy ~av feggkgbky ~aryamb kbvy ~av

    vakv rlvqb+

  • 8/14/2019 INF2007 dveloppement durable & marketing urbain _mmoire de master _CH

    83/154

    UUUF+ Igarfcb by fekvyrfylek i gei`bUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

    =:

    F+1+? Ibslgb ~arylb

    F+1+?+1 Ibvfrl~ylek

    @eodbfylj ib `a vbfekib ~arylb i qbvylekkalrb bvy ib ra`lvbr a~rv ib

    ibv r~ekiakyv kb yib ib garfc ~r~arayelrb ajlk ilibkyljlbr qb``bv

    veky `bv jerfbv `bv jalo`bvvbv `bv gbkafbv by `bv e~~eryklyv ql`v

    rbfekkalvvbky ~er `a zl``b ib @avakkb #aka`|vb V]EY 4 Vyrbkmycv

    ]bahkbvvbv E~~eryklylbv Ycrbayv,+ L`v eky ma`bgbky y agbkv rj`fclr

    as fekfrrbkyv as ~o`lfv'flo`bv by as ge|bkv ib ilvyrloylek ib

    `lkjergaylek aie~ybr+ Jlka`bgbky kb ibrklrb `ekmb qbvylek `bv a

    lkybrremv vr `bv armgbkyv ib ~regeylek+ Bk iayrbv ybrgbv l`v eky i

    fcelvlr ~argl `a `lvyb iafylekv bkyrb~rlvbv ~ar `a feggkb ib @avakkb

    #`armbgbky fekvylybv ibv afylekv ib `Ambkia ?1, qb``bv veky fb``bv ql

    ~bzbky vbrzlr ~er zclf`br `lgamb ib @avakkb feggb fly irao`b+

    ^er jalrb `b `lbk azbf ibv `gbkyv gyceie`emlqbv zeqv

    ~rfibggbky kev veggbv lfl iakv `a ~rbglrb ibv ibs lkybr~ryaylekvql jekibky keyrb ra~~ery `a ra`ly `a ieo`b cbrgkbylqb+ Bk bjjby `a

    yal``b ib `fcakyl``ek `a ~evlylek vefla`b ib kev lkybrremv #l`v jeky yev ~arylb

    ib `a f`avvb ieglkakyb vely vefla`bgbky vely ~ar `br `lbk azbf

    `aiglklvyraylek vely ~e`lylqbgbky, by bkjlk `b `lbk ql`v ~evvibky azbf `bv

    ~e`lylqbv ~o`lqbv oavbv vr k II bg~fcbky ib jaek aove`b ib

    ~ezelr a~~`lqbr `bv frlyrbv f`avvlqbv ieodbfylzly ib `a igarfcb

    vflbkyljlqb+ Fb qb fcbrfcb irbvvbr fbyyb vbfekib ~arylb fb kbvy ~avkb yib ib garfc oav vr k fcakyl``ek rb~rvbkyaylj galv fbvy ~`yy

    ilkybrrembr `b