Enterprise Marketing And City Marketing Interactivity Model And Its Use In Case Study

In the modern society, enterprise and city, as the two most important carriers for bearing the economic development, are closely related and mutually reinforcing. Enterprise is in the city, the city's development is inseparable from enterprise. Marketing effort is a common powerful means to promote our business forward and urban development. Enterprise marketing and city marketing proceed at the same time and in the same places and belong to the same marketing areas. What is the relationship between them, and how should it be? This thesis argues that should be researched to define and distinguish clearly.Based on this, this article is wrote from the perspective of the relationship between enterprise and city, using the general contact point of view, and making marketing for the center and spindle, to explore and study how it should be by means of marketing interaction and integrated resources to stimulate innovation, maximize the promotion of enterprise development and urban functions, in order that both achieve a positive interaction, effective win-win situation, two-way stirring and a virtuous circle in the context of the market economy, ultimately achieving a vivid vibrant symbiotic situation for enterprise marketing and city marketing to interact with each other continually and thoroughly.In this thesis, the first task accomplished is to have made the deep comparative analysis between enterprise marketing and city marketing, focusing on identifying similarities between the two in common and the intersection point of convergence, and then the thesis puts forward the view that enterprise marketing and city marketing theoretically not only should interact with each other but also could do this, in fact, enterprise marketing and city marketing have the interactive relationship and mutual influence between them. Then, this thesis discusses in detail the necessity of interactivity and the interactive feasibility between the two. On the basis of this, the thesis is mainly derived through the orderly modeling phases, proposes and redefines the concept of industry marketing, systematically builds the interactive dynamic clock model of enterprise marketing and city marketing, and analyzes and elaborates the model dimensions, elements and functions clearly. Finally, this thesis selects Tai'an City as the case study of the model use, and then puts forward operational recommendations in the light of actual conditions.Research methods used in this thesis include the literature research method, metaphor research method, model method and case study method, etc. Of the four methods, the metaphor research method and model method are the two most important and key ones used in the process of writing this thesis.Through research, this thesis argues that enterprise marketing and city marketing eventually could achieve the brand fissile, marketing further promotion, progressive return and interactive advance together in integrated marketing effectiveness from enterprise to industry and then to city, by the industry marketing intermediaries as well as the concept of an interactive linkage, through setting up the enterprise marketing and city marketing interactive Committee, systematically building the relevant departments, and constructing its conceptual mechanism and operational mechanism, giving full play to the role functions of the enterprises, city governments and industry associations, fully mobilizing all the marketing stakeholders and inspiring their marketing participation enthusiasm, fully coordinating and integrating all the relevant marketing resources, in the case of shaping and creating great marketing situation, systematically carrying out marketing interactive projects, focusing on building industries - industry clusters, industrial cultivation and industrial brands.