Research On The City Marketing Strategy Of LaiWu

Since the1990s,with the new technological revolution and the rapid development ofinformation technology,the a new era of global competition comes. The cities in the worldhave faced with more and more stronger competition, So it becomes necessary for them totake various policy and strategy to get advantages in the competition for securingdevelopment resources of the city and to improve the city’s comprehensivecompetitiveness.So, an important strategy which uses marketing concepts and methods asthe core content to manage the city comes out.At present,many foreign cities are allpromoting themselves by the city marketing strategy, gathering powerful capitalflow,information flow, human resources flow to become rapidly Globalization cities. theapplication of city marketing is still in the initial stage in our country.Many policy managershave not yet formed a clear concept.about city marketing,there are many misdirections inpractice.In this case,the marketing strategy research and exploration about LaiWu city haveimportant theory value and practical significance.The content includes three parts,The first part of the main topics discusses backgroundof research on city marketing at present,and sums up the research fruits of city marketingtheory at home and abroad,and puts forward the researching purposes and researchingsignificance. The second part reviewed the literature of the marketing strategy on the city,andprovided the theoretical basis for the designation of laiwu city’s marketing strategy. First thethird part analyzed laiwu city’s developing status and problems, then pointed out thenecessity of laiwu city’s marketing strategy.By using SWOT analysis tool,it makes a deepanalysis about laiwu city’s opportunities,challenges and strengths and weaknesses. In themeantime,the target market of laiwu city’s marketing strategy has been comprehensivelyanalyzed.In the forth and fifth part, it gave an overall design about laiwu city’s marketingstrategy and content,include the target system city marketing, city orientation and citybrand,and made a more detailed explanation,and it made suggestion about laiwu city’smarketing strategy.Research of laiwu city’s marketing strategy and implemented strategy provided a strongsupport for laiwu city to produce a competitive advantage,foster the core competitiveness andaccomplished its development goals.There is a certain reference value on city marketingstrategy to laiwu and other cities,and it provided a empirical reference for the research of citymarketing strategy at home.