石狮市城市营销的政府职能研究

发布时间：2018-06-12 11:05

本文选题：城市营销 + 政府职能　；参考：《华侨大学》2015年硕士论文

【摘要】：近十年来,随着城市化进程的不断加快,城市与城市之间的竞争也日益激烈。作为一种新兴的城市管理理念,“城市营销”正逐步进入学术界与城市管理者的视野。城市营销是个复杂而系统的工程,涉及多元化相关利益者,但作为城市管理的主体,城市政府在城市营销实践活动中处于主导地位。因此,明确政府在城市营销中的职能定位和作用范围,研究探讨城市政府在城市营销中的职能表现,有助于更好地指导城市政府进行城市营销实践。本文综合运用城市营销、政府职能等理论,分析城市营销过程中城市政府应该发挥的作用,横向上从政府管理作用的过程和方式入手,从政府的规划、协调和监控职能三个方面对城市政府在城市营销实践中的职能进行划分;纵向上从城市营销的运作流程,探讨政府在城市营销环境分析、目标市场的选择与城市品牌定位、城市营销战略制定、城市营销战略的实施和控制等四个环节应该承担的职能。在此基础上,综合纵向与横向两个维度构建城市营销中的政府职能体系。从一个沿海小渔村发展而来的福建省石狮,建市以来一直处于跨越发展的快车道上,近年来却面临着生存与发展的新机遇和新挑战。为应对新形势,石狮当地政府早在2010年便提出“城市营销”的理念,在逐步探索和执行城市营销策略的过程中,石狮取得了一定的成绩,也存在着问题和不足。本文在构建城市营销中的政府职能体系的基础上,以著名的沿海开放城市——石狮作为实证研究对象,依据城市营销的运作过程对石狮城市营销概况和政府职能表现进行纵向分析,依据政府管理作用的过程和方式对石狮市城市营销活动中政府职能存在的问题进行横向探讨。在论文最后,从科学规划与定位城市品牌形象、协调利用城市营销的资源要素、监督管理城市营销的实施过程等三个方面提出完善政府职能的相关建议。
[Abstract]:In the past ten years, with the development of urbanization, the competition between cities is becoming more and more fierce. As a new concept of urban management, urban marketing is gradually entering the field of view of academic circles and city managers. Urban marketing is a complex and systematic project involving multiple stakeholders, but as the main body of urban management, urban government plays a leading role in the practice of urban marketing. Therefore, it is helpful to better guide the city government to carry out the practice of city marketing by clarifying the function orientation and function scope of the government in the city marketing, and studying the function performance of the city government in the city marketing. Based on the theory of city marketing and government function, this paper analyzes the role that city government should play in the process of city marketing, starting from the process and mode of government management, and from the planning of government. It divides the function of city government in the practice of city marketing from three aspects of coordination and monitoring function, discusses the analysis of the environment of city marketing, the choice of target market and the positioning of city brand from the vertical operation process of city marketing. Urban marketing strategy formulation, the implementation and control of urban marketing strategy four links should bear the functions. On this basis, the integration of vertical and horizontal dimensions to construct the government function system in urban marketing. The Shishi from a small fishing village in Fujian Province has been in the fast lane of leapfrogging development since the establishment of the city, but in recent years it is faced with new opportunities and challenges for survival and development. In order to cope with the new situation, the Shishi local government put forward the concept of "city marketing" as early as 2010. In the process of gradually exploring and implementing the city marketing strategy, the stone lion has made certain achievements, and there are also problems and shortcomings. On the basis of constructing the government function system in the city marketing, this paper takes the famous open coastal city-stone lion as the empirical research object. According to the operation process of city marketing, this paper makes a vertical analysis of the general situation of Shishi city marketing and the performance of government function, and discusses the problems existing in the government function in Shishi city marketing according to the process and mode of government management. At the end of the paper, some suggestions are put forward to perfect the government function from three aspects: scientific planning and positioning of city brand image, coordination and utilization of resource elements of urban marketing, supervision and management of the implementation process of urban marketing.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630;F299.27

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