Research On The City Marketing Strategy Of Qingdao

With the arrival of the era of marketing-led, the competition amongcities is increasingly fierce in the region, the nation and the world. How tokeep the city developing continually and harmoniously by increasing it'spublic value and comprehensive competition ability, which is on the basis ofmeeting the needs of the consumers, becomes focus to which the academicand the governments pay attention. Although Qingdao has obtained someachievement in marketing city, there are still many insufficiencies. How torealize the development targets by promoting Qingdao's comprehensivecompetitive ability, which Qingdao is the key city in China and the knownspecialfeaturecityinworld,isimportantandpractical.Firstly, the paper carried on the concept of city marketing and made thediscrimination between the related concepts on the basis of remarks onresearch fruits of city marketing theory at home and abroad. By studying therealization process of cityvalue, the paper pictured the city marketing valueprocess, which is the basis of constructingthe citymarketingstrategysystemthat includes both planning and implementation. Secondly, based on theabove theory, in accordance with the order process of the system, the papertakes the city of Qingdao as the object of study. Based on the analysis of thecity marketing environment, the stage position of development and the citydevelopment target, the paper segmented the market and selected targetmarket. Moreover, the paper put forward and used creatively the dynamicfour-dimensional position model to analyze the city's brand position ofQingdao, which Qingdao is an international business city of multivariateculture and suitable environment, and discussed how to plan the city imageidentity system of Qingdao. In studying how to realize the city's brandposition of Qingdao, the paper set forth the city marketing mix whichincludes the product-customer, the price-cost, theplace-convenience and the promotion- communication. Finally, Based on the investigation, the paperused vague comprehensive marking method to make assessment of theconsumer satisfaction, and on basis of this discussed some specific citymarketing governanceapproaches.