A Study Of The Coordination Tactics Of Urban Planning And City Marketing

Economic globalization makes cities involved in international competition. Due to that the role of local government changed into "competitor" from "guardian". For the need of development, the local government adopts the idea of city marketing to improve the city policy and image in order to attract more investment and win the war with other cities. Urban planning and city marketing have an intimate relation. They have the same aim and object, but the management methods are different. The departure of urban planning and city marketing makes many problems coming forth. This paper will probe into the coordination of urban planning and city marketing from the macroscopic background of economic globalization. That includes the improvement of city marketing mode under the guidance of urban planning; the amelioration of city planning system and its contents; the integration of city planning government system with city marketing and so on. With these methods taken, the writer wishes the city marketing go on a good and sustainable developing road. Firstly, from the economic globalization and the changing role of city government this paper narrates the grounds of city marketing. Then it introduces the concept and contents of city marketing. Through analysis of the relation of city marketing and urban planning and the origin of their contradiction, this paper raises the necessary of coordination of urban planning and city government.Secondly, this paper studies the mode of city marketing under the guidance of urban planning. Put forward the idea of city marketing should pay more attention to the land appreciation caused by the improvement of transportation condition, facility, ecological environment and service. And emphasize the government should strictly control the initial land market to ensure the income of municipal government.Thirdly, probe the coordination of urban planning and city marketing. In order to keep up with the development of city marketing, the urban planning should be ameliorated in the respects below. First, city marketing strategic planning should be improved in city strategic planning; second, city marketing guiding plan should be made in current planning. Third, change the planning braiding phase. Fourth, use technical means of urban planning to promote the development of city marketing. Finally, put forward the coordination method of city planning management and city marketing. It deems that the city planning management power of city government should be handed down to the city but not to the administrative division. And in order to suit the rapid changes in city marketing, an urban planning policy study institution should be established.