Marketing Strategies Of Cross-strait Cities Effect Research

With the process of globalization, the competition among cities is increasingly fierce. Under such a development trend, cities have to develop marketing strategies to deal with the issues of globalization and avoid being overwhelmed in the wave of globalization.Nowadays more and more cities are actively promoting the marketing, adopting the innovative marketing methods and techniques to enhance international marketing and promotion; therefore, obtaining the tangible or intangible benefits of economy, investment, culture and tourism. It is an important issue of city marketing to shape the uniqueness and brand image of the city.Cities (Shanghai and kaohsiung) on both sides of the Taiwan Strait tend to have increasingly frequent communication. Shanghai and kaohsiung are characterized by multiple similar objective conditions-commercial cities flourishing due to the port trade and impacted by the foreign culture. However, with the environmental culture and development, these two cities create different city images and further build unique city brands in different marketing methods under the background of city marketing.This studies the film and TV publicity materials and public relation activities of Shanghai and kaohsiung from the macroscopic perspective, analyzing effects resulting from different marketing strategies of local governments and searching various materials and taking advantage of theories and concepts like city marketing, brand strategy and film festival to conduct qualitative analysis. It draws a conclusion that the differences of the city marketing strategies of both cities lie in the different city orientations instead of the superiority or inferiority of the marketing methods each government adopt. With the different city orientations, each government makes use of the different marketing methods. Combining the marketing strategies of both cities and the results of the quantitative research, this paper summarizes and compares the marketing thoughts of the strategies in the final chapter with the sincere hope that this paper can promote the future development and marketing of cities on both sides of the Taiwan Strait.