A Research On Role Of The Local Government In City Marketing

City marketing is one of the most important tools to help local government promoting the city competitiveness. Nowadays, there were many unscientific, unreasonable and immature actions in city marketing launched by local government. The reason why such actions happen may explain as the confusing of self understanding of the role of local government in city marketing, so the local government were performing their role like offside play, dystopic and vacancy, then the implementation effect of the city marketing strategy will go unsatisfactory or even go bad.The article analyses the role performing situation of the local government in city marketing at present, summarizes the main marketing body reason for why the implementation effect of the city marketing strategy go unsatisfactory, then combine the city marketing theory of Philip·otler and the Manager role theory of Henry·Mintzberg, work out a role system of local government in city marketing. This role system include:local government should perform organizer well in city marketing, the local government has to organize the specialized city marketing department, make a SWOT analysis for the city, build the shared vision with the city marketing participant, lay down the city marketing strategy with the city marketing participant and then implement the strategy; local government should perform coordinator well in city marketing, the local government has to coordinate all departments, utilize and allocate all resource, collect and deliver related message, the negotiate and cooperate with other local government; local government should perform controller well in city marketing, the local government has to supervise the implementation effect of the city marketing strategy, supervise the crisis, guarantee the legitimacy and efficiency of the city marketing; local government should perform controller well in city marketing, the local government has to supervise the implementation effect of the city marketing strategy, supervise the crisis, guarantee the legitimacy and efficiency of the city marketing; local government should perform innovator well in city marketing, the local government has to have enterpreneurial spirit, make good use of the opportunity and resource of city marketing, besides, the local government has to accord to the requirements of the development of the times to improve mental model and build the mental model of customer is god, value exchange and service consciousness, then the effect of the city marketing could be improved fundamentally.