The Research On Government Behavior Of City Marketing In Chongqing

Since the new century, with the global economic integration, national competitionand regional competition is more and more becoming the city’s comprehensive strengthcompetition."City marketing" as a brand new city management idea, more and moregets the attention of the academic field and the social from all walks of life. In the "citymarketing" of a city, the government as the main urban public affairs managementamong city marketing stakeholders is in a core position, which plays a pivotal role on acity’s economic development and social construction.Since Chongqing fully opened the city marketing in2004, Chongqing in cityconstruction, city image building, urban services, etc has made significant achievement.But compared to other domestic cities such as Dalian, Hangzhou, Chengdu, etc, there isa certain gap, still larger improvement and improve space. This paper, taking Chongqingas an example, relying on such public product and stakeholders basic theory, etc toexplore and analyse the government behavior of city marketing practice, the goal is tomake the Chongqing municipal government play a better role in the process of citymarketing in Chongqing. Through the city marketing activities to achieve a higher levelof development of Chongqing. The article in the first part mainly elaborated thebackground and significance of topic, research frameworks and methods, key anddifficult points, and literature review. The second part is mainly to define the concept ofcity marketing and government behavior, and outlines the basic theory of reference forthis study. The third part is the analysis on the related mechanism of city marketing andgovernment behavior. The fourth part is on the environmental conditions and thedevelopment of reality of Chongqing city marketing. The fifth part is the focus of thearticle, mainly investigated thoroughly the status quo and characteristics of governmentbehavior in Chongqing city marketing, and made a evaluation. The sixth part on thebasis of the previous chapter, aiming at problems existing in the government behavior inChongqing city marketing and explored the reasons.The seventh part put forward thecountermeasure suggestions to perfect the government behavior in the Chongqing citymarketing.