Xinyu City Marketing Strategy Research

As a concept of urban management, city marketing has been an effective and important strategic choice in the process of enhancing urban economic development and promoting urban competitiveness. With the increasingly deepening impact of the marketing concept, a growing number of local government started to pay attention and tap the various elements of city marketing.While nowadays, city marketing in our country, especially in medium and small cities, does not form a mature theory and program. We lack scientific, systematic, long-term and successional marketing schemes.With the development of economic globalization, adjustment and transfer of international industries, competition between cities is getting tougher. Xinyu, as the most industrialized and urbanized city of Jiangxi Province, in response to the New Central China, the Pan-Pearl River Delta 9+2, Eastern Economic Zone industrial gradient transfer unprecedented opportunity, how should it use the effective city marketing scheme, and tap more of the internal dynamics, to attract more external resources. This is an urgent mission faced by Xinyu in the process of urban development.Through this essay,combining with foreign advanced theories and practical experiences, we hope to provide a set of more complete and systematic theories of city marketing strategies for small and medium cities like Xinyu to adapt to modern urban development trends and to promote the city's appreciation and wealth growth. By filling and improve some of the theoretical and practical city marketing gaps, we can better seize opportunities and to avoid risks so as to maximize the attract of investors, tourists and residents. THrough this, Xinyu can take the lead in the rise of Jiangxi province.This essay is divided into five Chapters:ChapterⅠ:Give a brief description of the background, purposes and meanings related to the topic, and then research methods and ideas; ChapterⅡ:present a summary of research results and practical experiences by domestic scholars, foreign scholars and urban managers. Describe the basic concepts and theories of city marketing and urban marketing strategy. Recall the rise of marketing and development in China, analyze the status of city marketing and the problems of the city's marketing, so as to provide a theoretical basis for the city marketing strategy of small and medium cities. ChapterⅢ:Based on Xinyu City's situation, through the SWOT analysis, describe the status of marketing in Xinyu City, proposed ideas and goals of urban development for Xinyu; ChapterⅣ: focusing on the urban location, differentiated marketing, brand strategy, industry groups, publicity strategy, communication strategy, put forward the design of marketing strategy for Xinyu City,and also propose reasonable suggestions for the implementation of marketing strategy; ChapterⅤ:Give a full summary of the whole essay, point out the shortcomings and innovations of the paper, make an analysis and outlook of Chinese town Cities' marketing prospect.