Urban Marketing, Scaling Up And Urban Space Reconstruction

In contemporary China under the background of transition, city marketing has become growth city government’s dominant economy promotion. But because the official examination system, institutional efficiency, public and private power distribution and other reasons, many city marketing practice eventually evolved into short-term profit-seeking behavior, even resulted in long-term negative impact to the city.Therefore, this paper introduces the" scale" and" space" perspective to put forward internal marketing path theory, which is think as a solution to problem of city marketing. The internal marketing path is divided into1) regional brand construction,2) city awareness scaling-up,3) circulation between cale and space in urban marketing field,4) circulation between cale and spaceoutside urban marketing field,The empirical part, this paper selects the Jiangsu province Xuyi county" lobster" marketing to be the case for the theory. It shows that (1) the choice of Xuyi" Xuyi lobster" as a marketing brand is successful.(2) By urban marketing, Xuyi achieves the awareness scaling-up.(3) Xuyi achieves the circulation between cale and space in urban marketing field, but not like that in other field.In addition, the empirical part summarized Xuyi’s successful marketing strategy as (1) the " regional","liquidity" and" brand"characteristic of their product;(2) trying to bound public and private department in different scales together when carrying on their promotion strategy;(3) having a good choice between universality and particularity channel when their selling deferent products.The present article section is arranged as follows:The first chapter, the transformation context and the city marketing craze of contemporary Chinese. Explain the Chinese city marketing upsurge arisen environmental triggers for the urban marketing craze and its structural problems. The second chapter, the inner city marketing and the research framework. The basic understanding about predecessor to" internal marketing" marketing; determines the basic ideas and methods of the research.The third chapter, the scaling-up and the reconstruction of space--inner city marketing theory deduction. the endogenous logic framework of city marketing by " scale" and" space" perspectiveThe fourth chapter, city marketing practice of Xuyi. Decomposition on the urban marketing strategy of XuyiThe fifth chapter, Xuyi’s scaling up by urban marketing promoting. Checking the scaling-up of Xuyi from the" awareness"," agglomeration" and" governance" aspects, and to explore the city marketing activities on the effects.The sixth chapter, Xuyi’s space reconstruction and its relationship of urban marketing and scaling-up.The seventh chapter, conclusion and discussion. Drawing main conclusions in three aspects: theory construction, theory examination, and marketing strategy. Raising up the innovation and shortage of this paper.