A Study On The Mode Of City Marketing Based On The Utility Theory Of Value

Arrival of the era of globalization and increasing competition between the cities,makes it an inevitable trend to city marketing. The goal of City Marketing is tomaximize value city and meet the growing needs of people, the function of the modes ofcity marketing is to help cities to achieve the objective of city development, so we cansee, the modes of city marketing plays an important role on the success of the citymarketing. Therefore, this paper constructs a new mode of city marketing from theperspective of utility theory of value to achieve optimal allocation of urban resources.Meeting the needs of consumers by the integration of resources can play most of theresources, also can meet more demands of consumer to keep the city’s value rising.In this paper, we make urban marketing theory, formation urban value and patternsof urban marketing in-depth discussions by the method combines the normative andempirical research with the perspective of the utility theory of value. First of all, thispaper reviews and analyzes the theory of city marketing, and it points out the conceptsof the value of urban marketing and cities, introduces the theory of this article will beused which includes resource dependence theory and utility theory of value, Throughanalyzing these theories, we can obtain the possibility and practicability of citymarketing. Secondly, this paper analysis the process of achieving city’s value based onutility theory of value, according to this theory, this paper analysis the conditions ofurban formation, through marketing tools resources are sold to urban consumers, oncethe demands of consumers are met, the city values. Again, this paper analysis thecurrent situation of the modes of city marketing, it is necessary to establish a new modeof city marketing. New mode of city marketing is built on the basis of utility theory ofvalue which describes elements and characteristics of the new marketing model. Finally,this paper makes an evaluation of city marketing modes and constructs evaluation index.It takes two classical city marketing modes as a case, and obtains the new mode canmake up some insufficient for the old mode in some way.The innovations of this paper is the application of the utility theory of value, withthis theory as the theoretical basis, this paper describes the city value-forming process,builds a new city marketing modes, and creates evaluation index of marketing mode.