Research On The Theory And Strategy Of City Marketing

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 get popular in the developed countries. It means that the city could be regarded as a business enterprise. We can manage the city by marketing concept and method, regard the investors, travelers and residents as customers or consumers while regard the soft and hard environment in the city as the"city products". According to the system and method of business enterprise marketing , improve the production and the service of the"city products",find out and meet the needs of the customer, attract the customer 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 competitive ability The"city marketing"has shown an irreplaceable and special role to integrate city's resource, raise the city's fame and reputation and so on, the importance of the successful"city marketing strategy"is proud.At present, the research on the on theory and the practice of the"city marketing"although has made certain result, which is based on the strategic frame analysis, has not formed the systematic strategy model which can not provide the systematic reference to act for"city marketing". Basing on this background and reason, it has extremely important theory-value and widespread practical significance to construct the"city marketing"theory and the operation pattern.The paper attempts to construct the theory-frame of"city marketing"from the urban marketing strategy angle, base on the analysis of the theory of the"city marketing". The main contents are divided into 6 chapters. The first chapter discusses the background and the sense of the research on"city marketing"at present, and puts forward the technological route of the paper on the basis of remarking on research fruits of city marketing theory at home and abroad. The second chapter analyzes the origination, development, essential factor, value and mistaken area of city marketing from theory. Third chapter introduces the factor as marketing environment, market and market location from the analysis of the opportunity of the"city marketing". The forth chapter analyzes the strategy of the product, market segmentation, customer transfer-value, brand and the communication, introduces the general strategy of"city marketing". The fifth chapter is an empirical analysis, takes Taiyuan as example to explain the practice of"city marketing". The sixth chapter is a conclusion, which makes a summary on research of paper and look forward to the further research.