Research On Urban Marketing Strategy Of Yan'an City

With the accelerating pace of economic globalization,various regions in the resources,manpower,technology and other factors more and more intense competition,elements in the region between the mobility is also more frequent.China's urbanization has entered a period of rapid development,the increasingly fierce competition between each city,how to achieve the city's efficient and sustainable development,and improve the city's comprehensive competitiveness is every city managers must face the problem.Urban managers are also aware of the need to use the concept of urban marketing to govern the city,the city itself has the elements of the integration of resources,planning,and ultimately achieve the overall competitiveness of the city and the overall strength of the upgrade.Yan'an is the Holy Land of China's revolution,Has a high reputation at home and abroad.However,due to Yan'an is located in the hinterland of the Loess Plateau,compared with the eastern region,the development of a large gap,how to improve the comprehensive strength and influence of Yan'an,is the final result of this paper.First of all,this paper summarizes the research results of urban marketing at home and abroad,analyzes the current situation and existing problems of urban marketing development in Yan'an,The concept of urban marketing and methods applied to the practice of Yan'an City,and finally put forward in line with the development of Yan'an City,the specific implementation of the strategy.The main contents of the thesis include:The first part is the introduction.Firstly,it introduces the research background and research significance of the paper.Secondly,it analyzes,summarizes and evaluates the related literature and research status of urban marketing both at home and abroad.Finally,it introduces the research ideas and the research methods.The second part is the theory of urban marketing.It mainly includes the meaning of urban marketing and the concept of easy confusion,and then puts forward the constituent elements of urban marketing and the related theories that will be involved in the paper,including public governance theory,STP theory and integrated marketing theory.The third part is the present situation and deficiency of urban marketing in Yan'an city.This paper analyzes the achievements,problems and shortcomings of Yan'an City in urban marketing practice and the necessity of carrying out urban marketing in Yan'an City,which provides a realistic basis for the subsequent urban strategic positioning of Yan'an City.The fourth part is the main body and object of urban marketing in Yan'an city.Mainly related to the main body of Yan'an city marketing(mainly including government,enterprises and residents)and the object(including the urban environment,tourism products and urban image)were analyzed.The fifth part is the market segmentation of Yan'an city,the choice of target market and market positioning.Firstly,it analyzes the internal and external environment of the city marketing and the target market segment of Yan'an city,and then analyzes the target market choice of Yan'an city marketing,which mainly solves the main object of urban marketing activities.Finally,it analyzes the market positioning of urban marketing in Yan'an City.The sixth part is the specific strategy of urban marketing in Yan'an.This part is based on the above research,the Yan'an city government how to carry out urban marketing activities were analyzed,mainly from the government,products,prices,channels and promotions and other aspects of the study,is the focus of this paper.The seventh part is the summary of the full text.Including the summary of the paper and the shortcomings of the paper.