Marketing Strategies Of Xinyang City From Perspective Of Culture

Economic globalization has made the competition among cities getting heating up, and the subject of shanghai expo 2010 Better City Better Life that more and more of cities realize significance of city marketing in urban development. To a great extent, the competition among cities depends on city culture. This paper study on core values of city marketing -city culture, combining with the actual situation of Xinyang, then do research of Xinyang's city marketing through digging up the profound culture contained by Xinyang. So as to improve competitiveness of Xinyang and to form city solidarity and expand its presence.City marketing is that to set up a city unique image and advance city popularity and competitiveness through a series of activities to make city can meet the needs of city residents and enterprises, tourists and other visitors. Cultural marketing is a king of strategic marketing activities that trying to finding, screening, developing and using some peculiar cultural values to reach target.Cultural Details is precipitation of cultural qualities in practice, and should follow special,combined,efficiency and sustainable development principles, then in accordance with process as analysis environment then collect culture and find important culture subsequently then propose strategies.This paper conduct a marketing environment of Xinyang PEST analysis and SWOT analysis carry out theory of mining details of cultural as a guide and found Xinyang has abundant resources, at the same time national policies and regulationsas well as local planning policies has provide good opportunity for development, but there is lack planning of city culture or lack of culture marketing concept and so on problems through survey.Then, digging xinyang city culture that city culture is divided into three classes as historical culture and cultural heritage as well as tour culture, and then divide historical culture into four dimensions such as location and place name as well as remarkable people in history and historic celebrities, and divide cultural heritage into three dimensions such as folk culture, xinyang maojian and cultural heritage, at the same time divide tour culture into three dimensions such as tourist attractions and mediums travel as well as travel service to analyze. In this paper build of Xinyang culture on the basis of study appraisal system of city culture at home and aboard. And do comprehensive evaluation from ten dimensions such as scientific values, history values, art values, and spiritual values as well as economic and social values, and then use Analytic Hierarchy Process and principal components analysis to find out important culture.Finally, it is found that xinyang maojian is theme of Xinyang's city, that tourist attractions and cultural heritage as well as folk culture can help to promote city culture, so should positioning xinyang for the leisure tea are. And the bodies of city marketing are the government and all enterprises xinyang organization and all citizens; at the same time objects are urban environment and cultural products as well as city culture and the city brand.Xinyang should use brand strategy of xinyang maojian and marketing strategies of tourist attractions as well as marketing strategies of cultural heritage and folk culture to establish its own brand and city logo gradually.