The Research On Government Functions In City Marketing In Shishi

With the accelerating process of urbanization, competition between cities becomes more and more fierce. As a new way of city management, City Marketing attracts lots of attention among scholars and city~managers. As the main city manager, the government is the core stakeholder in the practice of City Marketing. To study the positioning of government function in City Marketing, will enrich the system of City Marketing theory, in turn, the theory would be a better guide in the practice of City Marketing.The theory of City Marketing and Government Functions will be used to analyze what should be done by local government in the practice of City Marketing in this paper. Based on the Government Functions, we will study the function of plan,coordination and control of government in a cross section angle. Based on the operation of City Marketing, we will analyze what function should be made by government in city marketing environment analysis 、 choosing target market 、positioning of City~Brand,making marketing strategy,strategy operation and control in an angle of longitudinal section. And through these studies, a government functions system based on City Marketing will be built in this paper.From the moment that it became a city from a small coastal fishing village, Shishi, has been in a fast development-lane, while it is also facing many new opportunities and challenges for survival and development. To cope with the changing situation, Shishi government put forward the idea of City Marketing which also made some achievements in the practice, however it still faces some problems and deficiencies. Based on the system government functions of in city marketing, this paper will take Shishi as a research object, and to analyze the operation of City Marketing in Shishi and the performance of Shishi government during the operation, and to find what could be improved in the operation. Finally, this paper will try to put forward some suggestions of perfecting the government functions in positioning of City~Brand,coordination of City Marketing activities, strengthening the supervision and administration and promoting the City Marketing operation.