The Study About City Marketing Strategy Of Jinan

With the economic globalization course is more and more deeper, the area becomes the main part of the whole world economic activity, city becomes to be the core of the economic activity gradually. With information becomes important and the WTO system begins to work all over the word. The city must develop with collecting information and making use of it , obtaining the fund , the talent market, which reflect on the competition of city image , position, and in a word all-round chance competing. As a city, how to get the enough space of developing in the process of globalization? It will be the important problem to the city, especially the regional node city in twenty-first century city.Under this opportunity and challenge, all the countries in the world and the area take part in the process of globalization actively, various policy and strategy are being used for the development of the city. because of the finiteness of the key element resource, the important means of the city striving for a chance----city marketing comes out.The city marketing means that the city could be regarded as a business enterprise. We can manage the city by the marketing concept and method, regard the investors, travelers and residents as customers or consumers while regard the soft and hard environment in city as the city product. According to the system and method of the business enterprise marketing, improve the production and the service of the city product, find out and meet the needs of the customers, attract the customers to consume more city products, so as to make the city obtain the beneficial, multinational and multi-district resources, increase the city's creating ability and the comprehensive competition ability. As a kind of total new city principle of management, the city marketing first origined and got popular in the developed countries since 1980s,and diffused all over the world gradually.The Chinese city has been expanding rapidly since reforming and opening, but the city also faces competition between cities in a same area even in the whole world. In that case, how to find the city's feature to cultivate sustainable city competition and sake city marketing strategy is very necessary.In this context, from the perspective of status quo of urban marketing both at home and abroad, guided by marketing, regional economics, and city economics, this thesis concluded the different field of city marketing strategy, found the lack of city marketing strategy study both at home and abroad, and built the frame of city marketing strategy that based on the progress studying. In the progress of writing this article, and by employing systematic analysis combined with empirical analysis, and case analysis combined with inductive analysis, this thesis conducts research on urban marketing theory and operational urban marketing methods etc. It indicated : 1.Based on marketing theory, urban marketing theories and practices at home and abroad, the thesis enriched the meaning of city marketing strategy theory .Among them, the paper suggest that city marketing strategy was one kind of manage idea faced to the progress. included: prophase analysis , strategy built and strategy adjust.2. From operational level and from the perspective of constituent contents of city marketing strategy, the thesis studied the marketing strategy of Jinan city. This article accorded with the idea of our country about accelerating the course of urbanization, and providing theory and carrying out resource for our country city adapts to market economy as soon as possible.3. This paper provided a theory support of strategy marketing. The theory is benefit for the city of our country to hold a active and advantageous position during the division of industry and evolvement of industry arrangement. Also it strengthened the synthetical competition and the international competition for the city.Based on the literature of urban marketing and city marketing, the paper does systematic research on it with relevant theory of urban marketing and city marketing, The main contents are divided into 6 chapters. The first chapter discusses background and sense of research on city marketing at present, and puts forward the aim, contents on the basis of remarks on research fruits of city marketing theory at home and abroad; The second chapter analyzes the meaning of city marketing strategy , and build the system of city marketing strategy through reading and analyzing the correlation of theory. the paper divides operating procedure of city marketing strategy into 3stages: included: prophase analysis , strategy built and strategy adjust. included every step of these steps, and an analysis of the procedure. Based on this, the third, forth and fifth chapter illuminated prophase analysis , strategy built and strategy adjust according to the practicality of Jinan. The third chapter analysis the earlier produce of the strategy, include PEST analysis, SWOT analysis, target market analysis and city competing analysis. The fourth chapter build the strategy, include the target system city marketing, city orientation, city image position, city product and city brand, The fifth chapter contains product tactics , extends tactics and organization and controls tactics. The sixth chapter is a conclusion, which points out the defects there existing: it is not deep enough to expound city marketing strategy and also is not enough to discuss the city marketing combined tactics. And get further outlook of this field.To sum up, the innovation of this paper is that, our country does not have the research specifically for systematization carried out by city particularity at present, and the demonstration is also seldom seen. Most studies are concentrated on a few specially appointed subjects in mind: the city marketing of tourist destination and shopping destination, and how to sell cities by means of Risorgimento central city and so on. Therefore, it is meaningful to build the city marketing strategy. The paper made exploration on the theory of city marketing Strategy, brought forward some rationalization advice and tactics, and explained city marketing Strategy with Jinan as a case study.