The Research On Urban Marketing Strategy In China Based On Fuzzy Matching Theory

Academic research on urban marketing strategy has been more extensive,but for different types of urban marketing strategy research is relatively small.In order to promote the better development of cities and determine the best marketing strategies for different types of cities,this paper will use the fuzzy matching model in manage ment science to subdivide the urban and marketing strategies,and discusses the definition of the relevant concepts,the construction of fuzzy bilateral matching model and the empirical study of urban type and marketing matching.This paper divides the cities into six types: coastal megapolis,inland megapolis,large coastal cities,large inland cities,small and medium-sized coastal cities and small and medium-sized inland cities according to geographical location and population factors.Due to the relatively mature urban marketing strategy of large cities,so the two megapolis types will not be the focus of this paper.At the same time,the marketing strategy will be divided into three types: advertising marketing strategy,public relations marketing strategy and urban marketing strategy according to the choice of tools.Through the model analysis of the survey data,and ultimately determine the different types of cities the best marketing strategy.Finally,use the actual case to test the conclusions of this paper.large coastal cities are suitable for public relations marketing strategy,and large inland cities are more suitable for public relations strategy and advertising marketing strategy.The small and medium-sized coastal cities are the most suitable advertising and marketing strategies.Small and medium-sized inland cities Suitable for urban marketing strategy and advertising marketing strategy combined.This paper can promote the development of targeted marketing research in theory,In practice,it can promote the promotion of urban brand image,attract more investors,consumers and tourists,promote the effective development of urban resources,Improve the level of urban development.