Study On Theory Of City Marketing And The Construction Of Its Operating Mode

Since 1900s,science and technology are developing quickly,economic globalization develops fast, and humankind has entered a new era of global competition.In order to fit the challenge, more and more cities have realized the function and importance of city marketing when catching talent, commerce, material, and funds flow. The strong European countries and America have studied the concept of city marketing since 1930s, and put forward some valuable ideas and views in 1990s. In contrast, the concept wasn't put forward in our country until 1990s. And the practice of city marketing falls behind western developed countries very much. With the entrance to WTO of China, Chinese cities are facing a big challenge at a global range. How to face it is a difficult problem of these cities, and city marketing is just a good way to solve it. On the basis of above background and reasons, Study on theory of city marketing and its operating mode constructuring has a very important theoretical value and generally realistic sense. The article does systematic research on it with relevant theory of city marketing. The main contents are divided into 8 chapters. The first chapter discusses background and sense of research on city marketing at present, and puts forward the aim, contents, technological route of the article on the basis of remarks on research fruits of city marketing theory at home and abroad. The second chapter analyzes the idea, some basic concepts, and contents of city marketing from theory of city marketing. The third chapter is a core of the article. It divides operating procedure of city marketing into 3 stages, introduces every step of these steps, and designs a frame model from an analysis of the procedure. Based on the procedure,I promote a dymatic model of city marketing operation and its concept .The fourth chapter analyzes ?the first stage of the procedure―city environment analysis and positioning. It introduces city environment system and the aim and task of the analysis, and on basis of these it discusses some contents about city positioning. The fifth chapter analyzes the second stage―city image marketing. It explains each link of city image marketing in detail. The sixth chapter analyzes the third stage―after-sale service of city marketing. It designs the system of city product, and introduces evaluation method of consumer satisfaction―vague comprehensive marking method. The severth chapter illustrates the effects of city marketing by a live case.The eighth chapter is a conclusion, which makes a summary on research of article and look forward to further research.