Study On The Strategies Of City Commercial Street Resource Marketing

Entering the 21st century, many major cities in China are busy on the construction of the commercial street. Many cities regard the development of the commercial street as a very important part of urban planning and urban marketing, especially the characteristics of the construction of Commercial Street. And the traditional old commercial street was listed into the reform plan; also the commercial street is put as an important part of the new city construction. However, from the current situation of the domestic, the plan does not meet the expected results.As a model of commercial space, the commercial street is an important window to demonstrate the city's image and the business development level, is an important embodiment of city competitiveness. Because urban Commercial Street constitutes an important part of the urban economy, so it becomes the focus for research in different disciplines. The foreign theoretical research on commercial street is synchronized with their development of practice, and the research is focused on the design and planning and construction of commercial street, there is no marketing involved in commercial street level. Domestic scholars from different fields conduct research on the commercial street; they focus on the commercial street design and planning, as well as the introduction of foreign practices on the case. However, the previous studies of the commercial streets is with little regard on how to make use of commercial street value of its external resources and internal resources, whether the commercial street itself has a resource property, and how to apply the property in marketing practice, there is little academic research.This article re-examined commercial street marketing from a resource perspective, analyzed the resource properties of commercial street, the environmental of China's Commercial Street and status of the problem, thought that the commercial street have the resources value and it can serve as a resource for use in conjunction. Combined with resource marketing and put forward an appropriate marketing strategy from the commercial street resource point, the commercial street resource marketing point, and the relationship between the main of the commercial street.This paper based on a comprehensive analysis of a large number of literatures, and taken many methods, such as the literature research, the lessons learned, comparison analysis, multi-disciplinary cross-analysis and other methods to explore the theory and practice.This paper is divided into seven chapters; the first chapter introduces the purpose of this study, significance and main technical route. Chapterâ…¡:The relevant theory is reviewed. Chapterâ…¢:Study of the history of tracing the main commercial street. Chapterâ…£:Analyze China's commercial street environment and obtain the status and problems of Commercial Street. Chapterâ…¤:Present the definition and classification of commercial street resources, present commercial street resources marketing, and analyze the six-party relationships of the commercial street resource marketing. Chapterâ…¥:analyzed commercial street critical resource strategy and the commercial street resources marketing strategy. Chapterâ…¦:The article was summarized and described the innovative point of this article, the content of the limitations of the study and research prospects.