City Marketing: From The Perspective Of Public Administration

City marketing has become a new means of urban administration, and has entered eyeshot of public administration. Since the birth of city marketing, it has learnt a lot from marketing, which is a mature business administration theory.However, by following the theory of business administration, we should notice the difference between business administration and public administration in terms of value seeking. City marketing with a perspective of public administration is to demonstrate this difference, and to show the value essence of city marketing in creating city public value. Based on this opinion, this paper studied many city marketing strategies and tactics planning from the aspect of public administration. Though applied several typical cases, this paper made a exploratory research in terms of combining three new marketing techniques, nation marketing, experience marketing and social marketing, into city marketing with a perspective of public administration.In particular, this paper includes four parts:In part 1, this paper focuses on the development and status quo of city marketing research both at home and abroad. After analyzed the background of marketing, urban planning, regional economy, the paper draw a conclusion that it is necessary to further study on city marketing with the perspective of public administration. In addition, the paper analyzed the real meanings of studying city marketing in the terms of public administration.In part 2, the paper analyzed the relationships between city marketing and public goods. First, the paper proposed a new concept of urban public goods combination within city marketing, and established a strategic process of city marketing public goods product line combination, which offered a practical method for the manufacture and combination of pubic goods for city marketing. Moreover, this part illustrated how to reach the balance between the supply and demand of urban public goods in city marketing.In part 3, in terms of city brand, which is one of the most typical public goods, the paper demonstrated its argument in the logical framework of establishment, promotion, maintenance and increment. By citing some typical cases of city administration, the part discussed the planning the city colors and daily city administration, which are the weak aspects in city marketing. Applying the theory ofproduct brand umbrella, this paper established a innovative strategy framework for city brand system formulation, including product refining, value refining, and system refining phases. The proposed framework has a strong significance in real practice.In part 4, in the terms of mushrooming new marketing methods, the paper applied them into city marketing. First, by studying state marketing, the part reminded city marketers to pay attention to the external policy environment for city marketing. This part focused on the method that helps city to develop by taking advantages of state marketing. Second, this part reminded city marketer to pay attention to the internal citizens environment, by focusing on the method that helps the city to form a composition of forces, which is taking advantages of social marketing, and conforming city value concepts. Third, by studying experience marketing, this part reminded city marketers that pay attention to the psychological factors of city customers in city marketing, focusing on the methods that strengthen the city attractiveness, which is taking advantages of experience marketing, and subliming the inner experience of city customers.