Research On Chengdu City Marketing

Under the global competition of cities, our country proposed a new path ofurbanization, with the basic characteristics of human-centered, the urban and ruralintegration, interaction and harmonious development of economical and intensive,ecological livable. However, the city development mode and path choice are facinghomogeneity competition trend in our country. Urban development faces bottlenecks.Under this background, the city operators and managers must search the new path ofurban development, to innovate the city marketing strategy, such as shaping the cityindividuality, adding city glamour and aspects and so on. Through the city marketingstrategic planning, reversed transmission for the corresponding reform in urbandevelopment. A new integration with city resources and advantages, and promoteurban unique image setting up, crack homogeneity city development predicament.This article firstly elaborates the concept of city marketing and definition,combed the relevant city marketing related theories and literature, find theoreticalbasis for the construction of Chengdu city marketing strategy.The origin anddevelopment of city marketing present situation at home and abroad were reviewedand a brief analysis of typical cases of city marketing at home and abroad areanalyzed with its successful experience summarized. From the natural environment,history and culture, economy, and infrastructure, this article summarizes the generalsituation of Chengdu, and China’s eastern, central and western main deputy provincialcities, compared with Chengdu urban competitiveness. Using the SWOT method toanalyze tourism, housing, investment and other major target markets of Chengdu citymarketing. From urban positioning, development goals and key task to think aboutChengdu city marketing strategy. From the marketing concept, the urban theme,marketing network, organization, puts forward the measures to implement the strategyof Chengdu city marketing.