The Research On City Marketing Strategy Of Chengdu Xindu District

With the arrival of globalization and urbanization,the number and size of cities in China are growing.Competition for money,talent,market,city image and status among cities becomes increasingly fiercely,and the traditional urban management model can no longer adapt to the demands of today's market.The amounting competition pressure has urged many city managers to resort to new urban management model and apply the theory of urban marketing.Recent years,with the further development of city marketing theory,it has produced some successful city marketing cases such as Beijing,Shanghai,Dalian,Suzhou,Qingdao and Chengdu.All the above cities have effectively integrated resources,promoted the healthy development,and appeared in front of the world with a fresh outlook.But in China,over ninety percent of all cities are small to medium sized,the competition between small to medium sized cities has entered into the white-hot stage.Competition pressure has forced more managers from small to medium-sized cities to pay more attention to use the concept of city marketing to build and promote their cities.City marketing theory allows city managers to choose suitable marketing concepts and methods,treat investors,tourists and residents as consumers,attract consumer to purchase more city products and gain new advantage in urban competition.This study has important theoretical value and a wide range of practical significance.However,many cities as a whole in China still suffer from such problems in terms of urban marketing.Therefore,it has significant realistic meanings for promoting the city marketing strategies with Chinese characteristics,to learn from the city marketing experiences and lessons from developed countries or cities.This paper takes Xindu District as a small to medium sized city and uses the concept of the city marketing to analyze.Firstly,using the related theories of city marketing and the research method of PEST and based on the study of the basic development status of this area,it analyzes the basic marketing situation and the development status from the political law,economic development,social culture,science and technology,etc.Secondly,using the research method of SWOT,it analyzes the city marketing environment of Xindu District and the relationship with the surrounding areas.The author finds out the advantages,disadvantages,threats and opportunities of Xindu District to analyze and select the strategy of city marketing,and sum up the necessity of drawing up city marketing strategies of Xindu District.Then,through the analysis of STP strategic analysis and marketing mix strategy,Xindu District should combine its own characteristics and advantages with the right target market and position itself as the urban center of northern Chengdu,set up the city brand.This paper at the same time establishes product strategy,channel strategy and promotion strategy as the most effective marketing tool for Xindu.Through urban marketing,Xindu should catch new development opportunities and further enhance the popularity of the city.The author hopes this study can provide a feasible reference plan for marketing strategy of Xindu District,let more small to medium sized cities pay more attention to city marketing,and provide a set of stronger operational,referential model for city marketing strategy of small to medium-sized cities.