Research On Dongguan City Marketing

Globalization has become a trend in world economic development.With the development of economic globalization,the competition between cities has become extremely fierce,and urban marketing has also been generated.At the same time,the development of the city is often accompanied by industrial transformation and upgrading.With the development of China's sports industry set off the wave,the sports market to further open,sports venues service industry is also full of new vitality.Dongguan City Basketball Center as the only one of thousands of audience capacity of major sports venues,it is not only the Dongguan public sports facilities,but also the building has brand symbol of Dongguan city.The purpose of this paper is to explore the operation of Dongguan city marketing and the Importance of Marketing in Dongguan Basketball Center.This study is based on the theory of urban marketing,with the help of field investigation,expert interview,literature and other research methods,and combined with the background of Dongguan city marketing and the actual situation of Dongguan basketball center to study.The results of the study are as follows:1.Dongguan City,its natural environment,history and culture,economic environment and social development determines its city positioning is the International manufacturing city,modern eco-city,national cultural city,and according to the urban positioning of urban development for urban spatial planning,the city image design.2.Dongguan city marketing target market,including domestic and foreign investors,tourists and resident residents.Dongguan foreign-funded enterprises to stimulate economic development,tourists to promote the tourism industry in Dongguan,catering and other services industry development,residents of Dongguan city infrastructure construction has a great role in promoting.3.Dongguan city planning to group-based development;basketball is the characteristics of Dongguan city culture,with a broad mass base and advanced professional clubs and leagues;"Dynamic","Innovation" is the core value of the city;in the process of urban marketing,Dongguan uses event marketing,emotional marketing,the establishment of urban identity system and the shooting of urban advertising and other marketing strategies.4.Dongguan basketball center is a large stadium invested and built by Dongguan goverment.Dongguan basketball center of the public properties and its symbol of Dongguan basketball basketball center to determine the need for urban marketing is necessary.5.The target market of Dongguan Basketball Center includes the audience,media,organizers,suppliers,sponsors and other groups,and to enhance and improve the operation and service level of Dongguan basketball center has an important role.6.Dongguan basketball center events and performing arts products to improve the urban environment,to meet the needs of urban marketing target market and access to social concern,enhance the city visibility.Dongguan basketball center in the process of urban marketing,there are some problems,including the degree of specialization of operations is not high,low utilization of time and space resources,lack of external communication,a single public service content,intangible asset development progress is slow.In response to these questions,the following recommendations are made:(1)the implementation of specialized operations to enhance their influence;(2)make full use of resources,reasonable planning schedule;(3)to actively carry out foreign exchanges,explore different modes of cooperation;(4)diversified business development,to promote the city to improve the function;5)to develop intangible assets development plan,take the initiative to find sponsor partners;...