Research Of Marketing Strategy In Fuzhou City

Under the big background of the system reform continually deepening,new urbanization and mass city marketing emerging,it has a very important theoretical and practical significance to do the research of marketing strategy in Fuzhou city by exploring how to attract domestic and foreign resources,how to integrate the city's history,culture,natural landscape,how to build the urban business card and how to do the city marketing promotion.The main body of the article uses SWOT analysis to analyze the marketing environment of Fuzhou city.That is to have a clear urban development positioning,to attach great importance to the shaping of city brand,that city products supply is the key to a successful city marketing and the government should have an active role.Besides,the system of Fuzhou city marketing strategy should be built on six dimensions including target marketing strategy from the city,urban positioning,target market,city marketing products,the image of the city,city brand and so on.Finally,it analyzes the implementation of the Fuzhou city marketing strategy from three aspects of the product strategy,promotion strategy,security strategy.The innovation of the article has two aspects.First is the theoretical innovation,which is mainly on the study of Fuzhou city marketing strategy.Starting from the practice of Fuzhou city marketing,this study put forward countermeasures and suggestions for Fuzhou city to set up a system of city marketing strategy.It also provides some theoretical analysis and thinking for the marketing of the urban agglomeration of the west side of Taiwan Straits and also provide some new ideas and reference for the construction of city marketing pattern with Chinese characteristics.Secondly,is the methodological innovation,mainly reflected in the comparison with other domestic cities.Existing research literature is based on the study of a certain city.This paper inspects its successful experience and analyses positive revelation of Fuzhou city marketing based on the comparative study of different categories of city object.