Research On Wuhan City Marketing Based On The Residents' Happiness Index

Along with the globalization of economy, the city has more than just a regional political and cultural center, is the engine of economic and social prosperity, is the global economy network node. Business flow, logistics flow, capital flow, information flow are cities competing goals. The increasingly intense competition between the city should set up the city managers make new city development concept, take the initiative, attention to attract more investors and tourists and other target groups, and get all kinds of useful resources and production factors, causes the city rapid economic development, city comprehensive competitiveness improve, city marketing ideas from this and produce.The city is a place that inhabited by people, in order to obtain a better life, as the sign of mankind enters to civilization. Its essence is people-oriented, in order to let people to live more comfortable, more convenience, more happiness. This article is from this point of view, trying to combining the basic principles of city marketing and theories of Wuhan residents' happiness index, make happiness Index innovative expansion of city residents to the level of conversion to city marketing, with the statistics of the residents' happiness index pulse to the Wuhan city marketing situation, to identify deficiencies and given the very characteristics of Wuhan city marketing proposals, in order to help the city marketing Wuhan to break through the bottleneck, get the great-leap-forward development, both raise the city's reputation and competitiveness, and strengthens the residents happiness, making the city economy and the residents'happy life can be harmonious, healthy sustainable development.In this paper, qualitative analysis and quantitative analysis of the combination of research methods, in-depth analysis of research on the basis of the marketing literature of the domestic and international cities, through the survey of Wuhan residents'happiness index to understand the status of the Wuhan city marketing, and put forward the following five marketing advices:reorientation of urban planning, the reshaping of the image of the city and propaganda, enhance the government management ability, Residents participate in government decisions, establish and perfect the performance evaluation system of city marketing. This article is divided into six chapters commence, the first chapter explain the background to the study of the current situation based on the residents' happiness index of city marketing, the purpose and significance, on the basis of research reviewed about domestic and foreign residents' happiness index theory and the theory of city marketing, determine the content and method of this study; the second chapter to start from the basis of the theory, analysis of the basic concepts of the residents' happiness index and city marketing as well as the content contained; the third chapter exposition the underlying mechanisms of the residents' happiness index and city marketing, divided into two aspects, on the one hand, the residents' happiness index should be used as an important basis for the government to carry out city marketing,on the other hand, reasonable, humane city marketing is also bound to raise residents' happiness index; the fourth chapter is on the basis of the previous chapter analysis, survey and analysis the residents' happiness index in Wuhan city. The selection of residents' happiness index, by judge the factors which to significantly affect the residents' happiness index in city marketing process, and then to develop a reasonable sampling plan and the implementation of the survey. By collation and analysis of the survey data, Pointed out the lack of Wuhan city marketing; the fifth chapter put forward some suggestions for the lack of Wuhan city marketing; Chapter sixth is the conclusion chapter, summarizes the research results of the paper and prospect follow-up study.