The Resource Marketing Research Of New Rural Community In Shandong Province

Beginning in2006, the CPC Central Committee proposed a major initiative tobuild new socialist countryside, and lunched the new rural community pilot. Theconstruction of new rural community is under the leadership of the government, relieson the strength of the community itself, employs community resources, strengthens themanagement capabilities of the community, solves the problems of the new ruralcommunity, improves the new rural community’s public services, healthcare, education,pension and welfare, continuously improves the standard of living and quality of life ofthe new rural community residents. As one of the pilot provinces, Shandong developednew rural community rapidly and formed a series of new rural community model. Butalso in the process of construction some problems were exposed, the resolution ofwhich was important for the construction of new rural community.This thesis was guided by the areas marketing theory and resource marketingtheory, based on the perspective of the new rural community resources, studied how toutilize community resources rationally, to enhance the image of community, to improvethe level of community economic development, to improve the living standards of thecommunity, in order to explore resources marketing strategy for construction of newrural communities, to provide realistic and feasible approaches and means for theconstruction of new rural communities in Shandong Province. This thesis was dividedinto seven chapters; the first chapter introduced the background of this study, thepurpose, significance, framework and innovation. Chapter II: The relevant theory wasreviewed, elaborated the theory of community resource management, local marketing, resource marketing. Chapter III: put forward new rural community resource marketing,analyzed its background, and defined the concept of new rural community and newrural community marketing. Chapter IV: analyzed the new rural community resource,researched new rural community resource of Shandong Province, brought out theproblems of resource utilization in the process of rural community developmentprocess. Chapter V: proposed a series of marketing strategies of new rural communityresource, including resource focus strategy, resource rebuild strategy, resourceintegration strategy, resource informationization strategy, resource sustainable strategy.Chapter VI: took Zhucheng city for example, to explore the implementation steps ofthe new rural community resource strategy, divided new rural community resourcemarketing into community resource analysis, community orientation analysis, resourcemarketing strategy formulation, resource marketing strategy implementation, controland assessment of community resource strategy. The last chapter is conclusion,summarized the process of this study, and pointed out the inadequacies in this study.As an important part of China’s socialist new countryside, the development of newrural communities is particularly important and the research of the new ruralcommunity resources marketing has important practical significance. In order todevelop the new rural community healthily, all the resources of the community must beallocated and developed rationally, to obtain the competitive advantage of the newrural community. Through the implementation of the resource marketing strategy,allocate and utilize community resources rationally, improve the community overallcompetitiveness and the community image, obtain long-term competitive advantage inthe development process, accelerate the pace of China’s new rural communitydevelopment.