The City Marketing Theory And Strategic Pattern Research Based On Economic Globalization

The 21st century is the century of the city.Society urbanization,economy globalization , source area and industry assembling make the competition fiercer.The city attraction will be a deficient resource,so the age of city marketing which promote the city image and comptition has been coming.As a kind of total new city principle of management, the "city marketing" is more and more valued by actual workers and the theory fields. The "city marketing" is a concept which first origins and gets popular in the developed countries. It 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. The "city marketing" has become an important means to loot resources and seek development between all cities in the world.According to general theory of the marketing, this paper analyzes the constitution of the city marketing market, states the basic way and process of the city marketing, as well as analyzes Weihai's advantagesin resources from view-points of the strategy through combining Weihai's present situation and using the ideas and methods of the marketing. By integrating and creating all kinds of high-quality city resources, molding the centric competitive abilities of the city, make Weihai be a well-known brand both home and abroad, establish it's position in China and even the whole world.