Research On City Marketing Strategy Of Luoyang

Increasing speed of industrialization and urbanization make the city be into a variety of disease problems while they attain the develop space; the deepening understanding of urbanization and changes in the concept of governance of the city government make them actively seek new approach for urban development. It is a change of the concept in urban development that promoting comprehensive development of the city marketing theory and its practice. The marketing theory to the public government thought's influence causes the idea of urban marketing receive some Local authority's favor gradually. Some city's government realizes that must use the idea of marketing to integrate city's resources, builds the good a urban environment to achieve a goal of attracting investments, the expanded traveling, enhancing the influence and competitive power of city.To build a set of an operable and a measurable urban marketing strategy system, the article attempts through studying and using for reference domestic and foreign advanced theory achievement about the urban marketing, starting from the view of the urban marketing's theory and the practice of government governance, basing on the analysis of Luoyang present development situation and open question, at the same time, introducing idea, the technology and method into Luoyang's urban construction. In order to explore implementation strategy we draw a series of marketing strategy by the Luoyang future urban localization, the urban image design, the urban brand promotion. We hope that we can make some beneficial exploration for enhancement of Luoyang's city competitiveness through carrying out the Luoyang's urban marketing strategy. The purpose of which is to make Luoyang being a cultural and traveling, eco-friendly, three coordinated development, the industry and commerce trade-type city.The thesis begins with an introduction. It explained the paper writing's background, the research motive and the significance, clean out, summarize and comment briefly the domestic and foreign related literature's historical vein of urban marketing's theory, the present research situation and the trend of development. It also introduces the paper writing's content and research methods adopted.The second part is the urban marketing correlation theories. It explains the urban marketing's concept, and distinguishes between different concepts those easy to confuse. The article expound related essential factor the urban marketing's, and introduces the urban marketing strategy's procedures and its content.The third part is PEST analysis of Luoyang city marketing strategy plan. This part introduced the urban marketing theory into Luoyang's urban marketing practice. Firstly, it analyzes the advantages, disadvantages, opportunity and its latent threat faced through carrying on the SWOT analysis to Luoyang's urban marketing. Then it analyzes Luoyang city marketing's target market in detail, and makes the comprehensive analysis to the Luoyang city marketing's competitive city.The fourth part is the marketing strategic design of Luoyang city. Based on the third part of research's foundation, this part firstly explains the basis and the goal of Luoyang city marketing strategy. Next, it discusses the urban localization of Luoyang city marketing, and designs the city marketing products it should provide. Finally, it analyzes the proper city image localization of Luoyang city in the urban marketing process, and studies the urban brand which the Luoyang city marketing should promote and develop.The fifth part is the strategy implementation and suggestion of Luoyang city marketing strategy. Based on above part of research, it analyzes how the Luoyang Municipal government carry on the urban marketing activity, which makes studies mainly from aspects of the urban product strategy, urban image and brand promote of Luoyang city marketing. At the same time, it also brings up security measure and suggestion for how successfully carries on the Luoyang city marketing strategy and its tactic.The sixth part is a full summary of the thesis. As the last part of the paper, it firstly carry on the summary to the full text write, then expounds the innovation of the thesis and does some supplements to the predecessors' study, and lastly points out some deficiencies of the paper.The urban marketing is composed of a series of essential factors and the behavior; it is one dynamic, systematic process. It has the comprehensive nature, the coordinated and regional characteristic, involves every aspects of the urban activity; its practice and the application provide reference way to those cities which being in trouble. Therefore, the thesis takes the urban marketing theory applied in the urban governance as a breakthrough point, outlines and designs the Luoyang city marketing's strategic system, its products and the strategy implementation which should provides; at the same time, makes a deep research of the city marketing theory's positive role in the development of Luoyang city.On the one hand, the city marketing theory stems from the West, it is still in the fast development stage in our country's practice and application, and it will still takes us much time to understand its characteristic, to grasp its essence of law; on the other hand, Owing to myself ability limited and related data lacking, it makes this article need further research and improvement.