| So far, the idea of marketing, which originated from U.S at the beginning of twentieth century, has had a history of one century. From gestation and growing up to vast development, a comparatively integrated system of the theory of marketing has come into being as the consequence of the fast development of the market economy in twentieth century. With the development in different periods - the Consumer Marketing in initial stages, the Industrial Marketing in 1960's, the Social Marketing in 1970's, the Service Marketing in 1980's and the Relationship Marketing and Integrated Marketing in 1990's-the emphasis for the research on marketing has changed remarkably. Making a comprehensive view of these theories above, however, all of them basically took enterprises as their researching subject and were brought about or developed as adaptation to the need of making profit for enterprises.In the age of globalization, the regionalization and even the globalization of the economic, social, cultural and human resources as well as the "industrial congregation" bring regions into a drastic competition inevitably. In order to keep it's feet and gain competitive advantages in competition, region also need to utilize the ideas and methodologies of marketing during the process of programming and operating. Therefore, it seems especially important to do in-depth research on the conception and methodology of regional marketing.On the foundation of summarizing previous studying achievements, this article, using the systematic, normative and positive researching method, aims to establish a basic theoretic structure of regional marketing and provide a fundamental analytic framework for it.1. On the basis of summarization and comments on those views of foreign and domestic researchers, this article draws the line for the conception of regional marketing. It points out that the regional marketing is such a process that governments or governmental alliances as well as various parties interrelated to regional benefits, using those concepts and methods of marketing, operate the whole region both as an enterprise and by utilizing brands and integrate all kinds of resources within the region so as to attract and satisfy the demands and wishes of various targeted customers, with a purpose to enhance the resource inche level of the region.2. By comparatively analyzing the regional marketing and the enterprise marketing, this article points out that they are same in terms of substance, while there are both connections and differences in material operation.3. This article points out that the parties involved in regional marketing include not only the governments or governmental alliances who function as executors in regional management, but also other interested parties such as the local residents and commercial bodies in the region, the superior regional governments and relative departments, the state governmental officials and guilds and the accredited institutions and stuff of countries.4.This article points out that the targeted customers of regional marketing mainly include tourists, residents and employees, industries and investors, export market, superior regional governments and guilds. It also conducts in-depth analysis on various targeted customers of region.5.0n the foundation of those previous studying achievements, this article explains the meaning of the regional marketing products and argues that the regional marketing products can be classified into whole product and specific products. The whole product is the region itself, which means operating the whole region as one brand. Various specific products can be gained by sub-dividing the whole product in accordance with different criteria. Instead of existing independently, all the specific products are interrelated and interactional to each other, which constitutes an important part of regional whole product. The author detailedly analyzes the products provided for the various targeted customers by the region as well as the structure of these products.6.When discussi...
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