Research On The Path Of Government In Business In City Marketing

With the development of economic management, today marketing has become a powerful weapon for organization to achieve competitive advantage, is not confined to a certain industry organizations, in government management and public service also plays a very important role, the same is true for the fierce competition of the modern city management. In the process of the government in the construction of city, service orientation has become increasingly prominent in the public value realization. The ultimate purpose of public customer service is to obtain government value, city government must according to the local actual conditions, planning, implementation of a set of effective public customer service strategy, in order to obtain the advantage in the increasingly fierce competition in the city. Study on the promotion of regional marketing theories mainly focus on regional category, application and practice of government marketing in the city business involved less. This paper focuses on the planning and implementation of marketing strategies in the management of city government.This paper describes the background and significance of the research on the government marketing, the development course of government marketing and the innovation of this article and research methods. Using the literature summarizes the demonstration, analyzes the uniqueness of government marketing, as well as the government marketing value and its functional characteristics, try to define the concept of government marketing. The following part of the government in the city management of marketing strategy research, Firstly, based on summarizing and analyzing present situation and the practice of government marketing city management of our country in the present government, still exist in the marketing process, make the upholstery for the following paper discusses general ideas of government marketing; then on the basis of previous research results, try to put forward the idea system suitable for China’s city management of government marketing, comprehensively expounds the main content, the government marketing process and marketing mix; Then in view of the current development characteristics of each city in China, pointed out the path and the specific way to carry on the government marketing in the process of city management, to clear the development ideas for the future construction of government promotion efficiency; finally, summarize some conclusions, and points out the problems of development of service government marketing still faces, points out the direction of city construction of service-oriented government.The construction process of our country local government can learn from advanced city government marketing experience and the improvement strategy, combined with local characteristic, suitable for city development service marketing strategy in the transition of the government role.