Integrated City Marketing Based On AGIL Model

City marketing is endowed with extremely great strategic significance for the city to obtain necessary resources for development. The paper establishes the concept of organization network environment of city marketing, and uses a "Resource-Actor-Value Addition" framework named AGIL, in which A represents Adaptation to the marketing environment by absorbing necessary resources, G descirbes the goal of marketing, I means the integration of variegated actors in the environment, and finally L denotes the maintenance and inheritance of traditional civiliazation as well as value of the city thourgh city marketing. Under the framework, the paper explores the meaning, mechanism and approaches of integrated marketing from the perspective of resource dependence in order to add to city value.Firstly, the paper advances with the concept of Adaptation. Marketing resources affect the success of city marketing to a large degree, because it can transform to city value through marketing ability. The resources encompass inherent, constructive and supporting resource, most of which originate from the environment of city. The environment is classified into macro-and microenvironment as well as institutional-and technological environment, which includes various agents who constitute the three layers of environment of city marketing. The city is resource-dependent on the network environment and must therefore design suitable marketing strategies, which is proved with a mathematical model. Grey Relational Analysis (GRA) was adopted in this study to identify the critical factors affecting city marketing. GRA analysis results of the statittical yearbook of Ningbo city show that the city government must pay attention to improve people's livelihood and perfect social public utilities.Secondly, integration of actors is suggested. It is also important to study integrated marketing. For one thing, adjustment of government function, diversification of players, and its internal superiority oblige integrated marketing; for another, the public and private players internal and external to city can both benefit from integrated marketing and provide its power to enable the process. We should integrate vertical power to release systematic advantages, and horizontal relation to release comparative advantages to combine all the resources of players so that city marketing can be well stimulated. Collaborative evaluation theory was used to the intergration ability. Results show that the degree of order of Ningbo city has been improved since 2002.Moreover, the pursed goal is discussed. Now the city development has turned to the value concept of city customer orientation, and value addition has hence become the fundamental objective of city marketing. The mechanism and means of value addition are discussed and marketing policies are proposed based on value addition. Three methods were used to evaluate the performance of the city intergration marketing, data envelopment analysis, two-tier hierarchy fuzzy evaluation and regression model.Furthermore, the case of Ningbo and Chengdu is introduced here in details to match the AGIL patterns and theories above of integrated city marketing with resource-dependence. The case of Ningbo is applied to verify mathematical models above.Finally, recommendations on city marketing strategies were proposed in the last section, which are consistent with the AGIL model.