City Marketing Strategy Of World Metropolis In The Globalization

Cities are in active competition with each other, as globalization becoming more drastic. Every city, in order to create more opportunities, must have the ability to attract more investment, business, residents and visitors all over the world. Globalization influences and transforms every aspects of our world. With the effects of globalization and market economy, the theories of corporation management and products marketing have been used to analyze cities and places. Then city marketing as one of the approaches for promoting city attracts more and more attentions. However, negative effects of city marketing actions have put many cities into embarrassment.Based on this background, the study reviewed the evolution of city marketing and exist problems in china, and then collected a lot of theories on city marketing broad and inside.The primary part of this study consists of two aspects, such as theoretical background and concepts in city marketing and cases. The theories of corporation management, city management and urban planning are the main theories supporting to the research. This study also uses sociology, economics, Public administration for reference.Firstly, the study summarizes some basic concepts that consist of the aim, products and strategy system of city marketing. According to this, the study differentiates city marketing from corporation management and city marketing from products marketing. The study also looks at the relationship between city marketing and urban planning. Secondly, the study analyzes the interrelationship among elements of the city marketing strategy system that including city brand, city image and city evens. In order to give some successful experiences or fail lessons on city marketing practice, the study gathered a great deal of cases. Among these, London, Hongkong and Shanghai are most important. The aim of the present study is to give Chinese cities valuable suggests and guidance.In conclusion, city marketing is one of the most significant tools for urban development in the globalization economy trend of the time, but not the only one. Harmonious development of inside resources and city marketing for more development resources are both important for city to promote. So we should recognize the influence of city marketing impersonally. If governments can coordinate the relationship between harmonious development and city marketing, city can be more competitive.