City Marketing Operation Process And The Empirical Study

"City marketing", as a new concept of urban management, calls more and more theoretical circles and practitioners attention. "City marketing" is the first in the developed countries of origin and popular concept, which refers to city as a business, using marketing concepts and methods of management of cities, to investors, tourists and residents as customers or consumers, the city software and hardware environment as an "urban product," in accordance with the enterprise marketing management system, and methods of improving the "City products" of production and services, understanding, and satisfy customer needs to attract customers spending more and more "urban product" so that it more access to useful cross-border and cross-regional resources to increase the capacity of cities to create value , raising the city's comprehensive competitiveness. "City marketing" has become the world snatch resources between cities and an important means for development.With the city in the international economy strengthening of the status of future global development will be mainly dependent on hundreds of millions of thriving urban growth, the countries competitive prominently expressed in the city's competitiveness. Faced with such fierce competition at home and abroad, each city should seize the opportunity of development and rise, avoiding the risk of failure and the recession, maximize attract investors, tourists and residents, the city to show their abilities and achieve trainees fly, the city marketing is the most effective system, means and methods . However, in a city in China has not yet fully implemented in the real sense of the urban marketing, marketing theory sector on the city has not yet concern. Both the theory and practice of marketing in the urban level applications are still a lot of misunderstanding and blank.According to marketing, urban and regional economics of operating the general principle of the composition of urban marketing, gave a detailed exposition of the basic urban marketing methods and processes, combined with Shanghai, applied the methods and processes of marketing, the city of Shanghai to the overall marketing analysis. Through analysis and hope that the wide range of high quality integrated Shanghai city resources, creation of a city's core competitiveness, to Shanghai as a famous brand in China and abroad started to establish in China and the whole world status.I passed on the operation of the city marketing research analysis, which will enable people to urban marketing have a clearer concept and understanding of the importance of urban marketing. Hope that these research results to the city for China's practice of marketing services, and this is specific to the city of Shanghai as an example of this verification process of the operation of urban marketing, hope to learn from other cities, and to provide practical and theoretical basis and method of operation. I hope the government can make use of relevant tools to effectively improve the current marketing in many cities, the problems faced by so that the real City Marketing in China every city and orderly conducted.