The Research Of City Marketing Of ZhengZhou City

When Globation intensify competition among cities in the world, city managerincreasing knows that we should improve the quality and integrated marketing of cityrather than accumulation of quantity of city. The importance of city marketing increasingly comes into being. As a kind of total new city principle of management, the "city marketing" is more and more valued by actual workers and the theory fields. The "city marketing" is a concept which first origins and gets popular in the developed countries. It means that the city could be regarded as a business enterprise. We can manage the city by the marketing concept and method, regard the investors, travelers and residents as customers or consumers while regard the soft and hard environment in city as the "city product". According to the system and method of the business enterprise marketing, based on analyzing marketing circumstance, advantage and disadvantage, destination marketing,city marketer implement integrated marketing strategy through products, price, place, promotion, people, substantial exhibition ,marketing process and co-operation of puhlic value and private value. Though city marketing of ZhengZhou makes a certain progress in practice, it lies in relative non-advance statement.Eleventh Five-Year Planning Outline of Zhengzhou City notes: Zhenghzou City will be built to the regional central city, the important modern business and trade city, the important hub of traffic and communications, the famous historic and cultural city of China. Based on the outline, the research applies urban marketing theory, taking Zhengzhou City as an example. First of all, the thesis analyzes the development orientation of Zhengzhou City with the method of SWOT. The second, the paper uses the theories such as city image marketing, city function marketing to analyze the city marketing of Zhengzhou. Finally, some suggestions put forward in order to get some advantages in the fierce competition.