Creative City Evaluation Index System Research

According to Philip Kotler, the marketing ideas not only can be applied in enterprises but can be applied in various organizations such as governments, public organizations and religious organizations and he has published"Framework for Marketing Management","Social Marketing"and"The Marketing of Nations". The idea of city marketing comes from national marketing, which means the city could be regarded as a business enterprise. We can sell kinds of resources, pibilic industries and service to buyers by marketing concept and method. Creative city is the new paradigm to a city's future; is the reservoir to the creative talents, creative industries and creative economy which constitute of an accelerator to the regional economy together; and is the effective model to solve the remaining urban problems originated from industrial cities, to reconstruct the urban space, to readjust the administrative mechanisms, to improve the urban competitiveness and to promote the urban sustainable development. Thereby, the investigation of the creative cities'evaluation index system is of great importance.In this article, based on the investigation of the creative city's evolution path in China, we constructed the creative city evaluation index system from the perspective of our creative cities'particularities. Thus, we built the structural equation model and calculated its regression parameters and path coefficients used the panel data from Fuzhou, Xiamen and Quanzhou which was collected in the past five years. According to this, we made out their weights. The empirical results showed that creative achievements, structure/system, science and technology, human capital, cultural capital, social capital constituted a mutual promotion and mutual restraint mechanism to urge the development of creative cities.In addition, we evaluated the status of Fuzhou, Xiamen and Quanzhou, from which we concluded that the overall creative city index of Xiamen was superior to Fuzhou and Quanzhou. Then, structure/system index, cultural capital index and social inclusion index of Xiamen were superior to Fuzhou and Quanzhou, while creative achievement index, science and technology index and human capital index of Fuzhou were superior to the other two from the sub-factor view. Therefore, in order to develop the creative cities, to improve their competitiveness, Fuzhou, Xiamen and Quanzhou should continue to enlarge their creative industry scale and speed up the construction of creative parks. Besides this, they also should increase the investment in science and technology, especially they should increase the investing proportion in basic research. Furthermore, they should improve the living and working environment to attract the creative class. The last but not least, they should emphasis on and strengthen the strategic construction of creative industries institution and the urban marketing charnel innovation. Anyway, this article is of some significance for it used the SEM to calculate the weights of evaluation indicators. However, considering the samle size and the continuity of data, there are still many shortcomings which should be solved in the future.