Analysis Of Government Marketing Capability In City Image Promotion

Through paper documents researching and cases studying, this parpers focuseson exploring the consensus and ideas of government marketing of academic circlesat home and abroad, studying on the United States, Europe, Asia and some cities ofthe country experiences and practices of Government marketing, analyzing themarketing ability of the government of Quanzhou city by studying its presentsituation, problems and causes in the promotion of city image, and putting forwardpolicy measures and suggestions for the improvements in the city image promotion.The government’s marketing projects are hotspots for academic circles in the world,and the experience of government of the world is mainly reflected in: through theapplication of marketing theory, we can carry out socio-economic activities for theimplementation of effective macro-adjustment and control to promote theachievement of government’s objectives, and to ensure coordinated and healthydevelopment of the society, as well as meet the public’s growing demand.With increased competition among the world, governments use marketingmethods to achieve the promotional aims of urban activity is becoming more andmore, and become a trend; the utilization of government marketing capacity willbecome key of city image promotion. Quanzhou current image promotion lacksunique characteristic, enough image publicity, systematic planning, and other seriousproblems such as brain drain in capital; its urban development faces huge challenges.Quanzhou should increase marketing capacity in city image promotion of the role ofGovernment, establish a positive and good image, to get out of the current difficultiesand embark on the fast lane for urban development.Quanzhou city image promotion should draw on international and domesticexperience, with local reality, and open up under the guidance of Scientific Outlookon Development characteristics of Quanzhou urbanization, exploring a path ofdevelopment of the overall coordination in economy, society, culture and nature. thispapers has analyzed the basic compositional factors on Quanzhou Government marketing capacity, including target identification and image positioning capability,environmental analysis capacity, planning capacity, branding, creativity, imagecreation capability, policy research and development capacity, public servicecapability, making communication and guidance capability, crisis managementcapability, and other factors. this papers also put forward strategies based on cityimage promotion of Quanzhou Government marketing capacity, including settingcorrectly of city image promotion consciousness, scientifically positioningQuanzhou city image, establishing sound city image promotion policy system,using integrated communication strategy to promote Quanzhou city image, elevatingthe efficiency of government administrative implementation, and strengthening hardand soft environment constructions to enhance the image of the city as a whole.