| The 21st century is the century of the city. Society urbanization, economy globalization, source area and industry assembling make the competition fiercer. The city attraction will be a deficient resource, so the age of city marketing which promote the city image and competition has been coming.Some cities in our country have appeared some phenomena with fuzzy marketing color in different period, most of which is not planed in overall, designed scientifically or activated for city marketing, but is formed spontaneously because of historical evolution and natural environment, or because of macroscopically economic system. Based on. these situations, this paper is trying to make an overall and systematic explanation for city marketing, so as to offer beneficial reference function for city government to carry on the city marketing activity for promoting our cities development rapidly and healthy and making cities more competitive.The researching content of this paper includes several aspects as follows: in the first chapter, domestic and international literature and the research background of city marketing theory are analyzed and summed up. Several question theories of city marketing in the chapter two is studied, which includes the development of city marketing theory, the meaning and common principles of city marketing, the analysis of necessity and feasibility of city marketing. Several principals we should comply with when we carry on the successful city marketing activity are also provided in the chaptertwo. The meaning of this section is to make a full explanation of city marketing concept from a comprehensive and systematic angle.In the third chapter, city marketing strategy and combination are researched. In order to show talent itself from other cities, or to make certain competition advantage against other cities, the definitely marketing strategy and flexible marketing combinationmust be set down, because which kind of urban marketing strategy and marketing association are used, and how its strength and skill are used, concern the succeeding or not of city marketing activity directly. The steps that used during establishing the city marketing strategy includes: the analysis of SWOT of city marketing, the object market analysis of city marketing, the orientation theory analysis of city marketing, and implementation and regulation after setting down the city marketing strategy. In the second part of this chapter, detailed analysis and discussion is made to city marketing combination, 4Ps of city marketing and city running is associated, and then the several marketing combination which can be used when government carry on city marketing activity is attained, which includes production strategy, price strategy, promotion strategy, and distribution strategy.The main research contents of chapter four of this text are: make a brief summary to our country city marketing course, correct some mistakes that exists in the city marketing concept, which called "city management" as "citymarketing" , then analyze and discuss the existed theory and practical problem, put forward of our country city marketing development trend in the future, that is, the government's behavior and problems which city marketing person should solve if someone want to carry on successful city marketing,. In the chapter five of article, city marketing activity cases in the Singaporean and Kunming is analyzed, compared and summarized. Then certain enlightenment is attained, and the city marketing model our country is imagined boldly.Taking a broad view of the full text, the main innovation of this text has lain in exploring and putting forward some rationalized principle and tactics beneficially to the theoretical foundation of city marketing. Hope this discipline of city marketing will appear as soon as possible, will offer the overall, systematic solution for problem which the city faces. |
