City Marketing Audit Assessment Study About Chengdu

City marketing is the inevitable choice for the nation, region and city to enhance competitiveness and achieve harmonious development in the background of increasing acceleration of global economic integration and mature market economy after the world has stepped into the science and technology information age. The urban development environment, urban management ideology and urban management mode are all experiencing upside down changes. In order to adapt to the changes of business environment, marketing theory and marketing practice were developed with the change of internal and external environment. However, there is always a certain distance between marketing theory and marketing practice. Some good marketing theory and ideology can not be carried out into city marketing activities very well, leading to the failures in achieving satisfactory marketing efficiency and effectiveness in many cities. While marketing assessment audit can combine the marketing theory and marketing practice organically so as to effectively improve the efficiency and the effectiveness of city marketing.This article first introduced the development and application status of domestic and foreign city marketing and evaluation audit, then sorted out and studied the predecessors’ achievements, put forward the relationship between city marketing and city marketing audit, made use of analytic hierarchy process(AHP) to establish a preliminary city marketing evaluation audit model, made use of Delphi method, etc. to provide support for qualitative data, finally described Chengdu’s present marketing situation and the feasibility and necessity of city marketing assessment audit, and completed a city marketing audit evaluation report for Chengdu with the established city marketing audit evaluation model.