Research On The Value Activities Reconstruction Of Heilongjiang Provincial Forestry Resource-based Cities Based On City Marketing

In the early years of New China, due to the huge demand of wood in the development of socialist economy, the Central Government invested heavily in the development of the state-owned forest regions in Northeast and Inner Mongolia. In the end, a group of typical forestry resource-based cities formed in the regions of Heilongjiang Greater Khingan Range and lesser Xingan mountains. After long-term and large-scale logging, the forestry resource in Heilongjiang Provincial forestry resources-based cities has been exhausted, the environment deteriorated, and the city’s economy and social development sink into stagnant. In order to explore a new way of development, the authorities of the Heilongjiang Provincial forestry resource-based cities must think about fundamentally the meaning of the existence and development of a city, re-plan and reconstruct a new urban development foundation.This article researches on the problems of the forestry resource-based cities in Heilongjiang Province from the perspective of city marketing theory, takes that the meaning of the city existence is to create and deliver value to a specific groups, which is the logical start point of the city economic activities. The initial formation and development of the forestry resource-based cities in Heilongjiang province, was due to its fully meeting the state and society’s high demand for wood products; now the development of the forestry resource-based cities in Heilongjiang Province goes into trouble, it is because they are difficult to continue meeting the state and society demand in the new period, especially the demand for ecological value. To walk out of the predicament, the authorities of the forestry resource-based cities in Heilongjiang Province began to spontaneously adjust the city value activities in the middle and late 1990’s. In the early years of the twenty-first Century, the forestry resource-based cities in Heilongjiang Province obtained the policy and financial support from the central government to reconstruct the city value activities, but the efficiency of the city value activities continues to be low, so we need to analyze the major problems existing in the reconstructions of the value activities, and find out the better solutions to reconstruct value activities of the forestry resource-based cities in Heilongjiang Province. In this paper, the following contents have been researched:First, it defines the concept of forestry resource-based city, describes the basic features of the forestry resource-based cities value activities, analyses the motivation of value activities reconstruction of forestry resource-based cities in Heilongjiang Province, summarizes the current situations of city value reconstruction activities. Second, taking Yichun city as an example, evaluates the efficiency of Yichun City value activities from the perspective of total factor productivity after logging forest. Third, based on the main factors affecting the TFP, analyzes the major problems in value exploring, value creating and value delivering in the forestry resource-based cities in Heilongjiang province. With solving the city’s major problems in mind, puts forward basic ideas to reconstruct the value activities of the forestry resource-based cities in Heilongjiang Province. Fourth, it studies and researches the value exploration activities of the forestry resource-based cities in Heilongjiang Province, including the identification of macroeconomic trends, analysis of the urban opportunities, threats, strengths and weaknesses, and urban industrial combination choices. Fifth, it studies and researches the pathway of the value creation in Heilongjiang Provincial forestry resource-based cities. The city government authorities should create investment values for the city investors, and further create urban life value, tourism value, and export value thru the ways of reforming administrative system which is integrated administrative function and enterprise management, re-positioning the role of government, strengthening science and technology R&D investment, increasing development and construction of human resource, and promoting the city quality. Sixth, it studies and researches the improvement of the value delivery activities in the forestry resource-based cities in Heilongjiang Province. The cities should improve the efficiencies of city value delivering activities, so as to achieve the city value effectively, thru the ways of enhancing city’s image positioning and creation, improving the management of the urban value distribution channel. Finally, from the perspective of the organization, policies, culture and institutions respectively, proposes safeguard measures to the city value activity reconstructions in the Heilongjiang Provincial forestry resources-based cities.Based on the theory of city marketing, it analyzes the causes and solutions of the problems in the forestry resource-based cities in Heilongjiang Province from the fundamental meaning of the city existence and development, proposes the ways of reconstructing city value activities in the resource-based cities with the considerations of efficiency, and in line with the actual situation of the resource-based cities in the market economy environment, also provides a total new perspective for the research on the development of forestry resource-based cities in Heilongjiang province.