| The world's economic integration and globalization are unstoppable,competition in all aspects of the market is becoming more and more intense,the process of urbanization is at a high stage.Modern regional economic development is based on the city as the carrier,the city competition is the form of regional economic competition.As the starting point of the medieval Silk Road,Quanzhou was once the largest port in the east as famous as the port of Alexandria in Egypt.It has rich historical and cultural resources and active private economy,but various elements of hardware and software have not yet formed an organic whole,But also can not form a real urban competitive advantage.This article takes Quanzhou as the research object,uses the literature analysis method,the case analysis method and the investigation analysis method,summarizes the relevant theories of city marketing and the city image,introduces the overall situation of Quanzhou,and reviews the history of the development of city marketing in Quanzhou.Analysis of the environment in which Quanzhou is located,its own advantages in location,culture,economy,and overseas Chinese,and the disadvantages of a low starting point for urban construction,an irrational industrial structure,and insufficient support for talents and education.Currently,facing the “Belt and Road” initiative is accelerating,planning of trans provincial urban agglomeration on the West Bank of the Straits is making,and undertaking various pilot tasks for central reforms,as well as challenges such as fierce competition in neighboring cities,relocation of enterprises,outward migration of talents,trends in capital outflows,and tight constraints on resources and the environment,etc.To find out that Quanzhou's urban marketing has a wide range of urban image positioning,urban marketing failed to systematic planning,resource integration is not in place,public infrastructure construction is lagging behind and other four issues,and learn from the domestic city of Qingdao,Hangzhou,Suzhou,the city's marketing experience,Finally put forward the city marketing strategy for Quanzhou.This article suggested that Quanzhou should response the "The Belt and Road" initiative,utilize "Maritime Silk Road" to guide the city image,to play the original advantages of resources,the full implementation of Quanzhou city marketing,enhance Quanzhou access to resources,the allocation of resources and the ability to integrate resources,improve city public service ability,enhance the influence of Quanzhou city and reputation,can attract more foreign tourists to visit the capital and to the citizens of Quanzhou,increase the sense of identity and belonging to.In order to achieve good results of city marketing. |
