The Research Of Xujiahui Sub-CBD For Marketing Strategy

City marketing has become a more and more popular subject in recent years, which used the principle of marketing to design the city product, to program the city branching and promotion, and to add the city public value. With the rapid development of Chinese cities, it occurs the situation that"different cities with the same face". The purpose of the subject is to use the theory of city marketing to guide the development of the city or district to realize the misplacement (dislocation) competition. The guide of the thesis is the principle of city marketing, and the research target is the rising sharply centre business district--- Xujiahui.At the beginning, the thesis looks back the development experience of Xujiahui Then, make a brief generalization and introduction of the city marketing principle. From the chapter four, the thesis analyzes the advantage and disadvantage of self resources, and the internal and external environment, compares the competition environment of Xujiahui's future development. Based on it, I raise the marketing strategy of Xujiahui, including the target, the city visual orientation, brand investigation, product tactic, branch tactic, and so on. Also, I make a research on the control of the Xujiahui marketing process and the evaluation of the marketing impact.The thesis adopts the case analysis, compare investigation, special topic report, and actual prove investigation to research and analyze, which builds a frame from the theory to practice and from the practice back to the theory. As the author has a long service experience for Xujiahui borough government, I fully understand the research target. Therefore, the database used here is true, reliable, and effective.All the achievements are eyeable. In a word, the character of this thesis is the combination of practicability and theoretics.