Research On City Marketing Tactics Of Dongying

In recent years,with the economic globalization,our country is in a period of accelerating urbanization process.The resources such as the fund,technology,talents,information flow frequently among cities.As a result,the competing for the resources is increasingly fierce and the influence of city marketing is increasingly deepen.On the purpose of promoting urban development and enhancing the competitiveness,more and more cities begin exploring and practicing their own marketing tactics to attract investors,resident and tourists.The urbanization of Dongying has been accelerating and the urban system has been upgraded continuously since the city established more than 30 years ago.The quality of urban development and the city comprehensive competitiveness have been improved tremendously.Many explorations on the city marketing tactics have been practiced.However,there is great space to elevate on the city marketing of Dongying.Based on the research achievements at home and abroad,the paper analyzes the status quo of Dongying city marketing tactics with the Dongying reality and points out the problems.The paper provides a system analyze of Dongying city’s situation through the PEST and SWOT analysis.What’s more,the paper differentiates the Dongying city’s target market and orientation on the basis of city’s market segmentation according to the city positioning theory.Furthermore,the paper puts forward the combined tactics for Dongying through product tactics,price tactics,place tactics,promotion tactics taking advantage of the 4p combined tactics theory.In addition,the paper proposes the safeguard mechanism for the implementation of the tactics from four aspects: the organization network,the system construction,the performance evaluation and the crisis management.