Research Of Weifang City's Marketing Strategies

Since the 1990s, science and technology change with each passing day, economic globalization makes great strides and the history of mankind has entered a new era of global competition. Competition not only remained in the enterprise level, but also extended to the city level. Under the new situation of economic globalization and competition, "City marketing" strategy has been getting more and more attention. It is an important way to promote urban development and enhance the city competitiveness, which uses marketing concepts and methods as the core content to manage the city. At present, the application of city marketing is still in the initial stage in our country. In many places, the policy makers have not yet formed a clear concept. In this case, the marketing strategy research and exploration about Weifang city have important practical significance to the Chinese city.The content is divided into four parts. The first part of the main topics gives a brief description on the papers' background and research ideas. The marketing strategy on the city's literature has been reviewed in the second part. It provided the theoretical basis for the designation of Weifang city' marketing strategy. In the third part, first of all, it analyzed Weifang city's marketing status and problems and pointed out the necessity of Weifang city's marketing strategy. Then it gave an in-depth analysis about Weifang city's opportunities, challenges and its own strengths and weaknesses by using SWOT tool. At last, it also had a comparative analysis between Weifang and Qingdao. At the same time, the target market faced by Weifang city marketing has been comprehensively analyzed that was the basement for designing and implementing Weifang city's marketing. The fourth part, basing on above analyses, it designed Weifang city's marketing strategy and content, and made a more detailed explanation. At the same time, it put forward suggestion about Weifang city's marketing strategy. Research, development and implementation of marketing strategies for Weifang city are an important measure to maintain a competitive advantage, and foster the core competitiveness. That also provided a strong support for Weifang city to achieve its development goals. The papers' research can play a reference on the urban construction to Wei fang city and other cities in the development of urban marketing strategy. We can say that the example of urban marketing analysis has provided a certain degree of experience and thinking to speed up our city's development.