成都城市营销研究

发布时间：2018-10-29 12:31

【摘要】：在全球化激烈的城市竞争中，我国提出走以人为核心，以城乡统筹、城乡一体、产城互动、节约集约、生态宜居、和谐发展为基本特征的新型城镇化道路。然而，在城市发展方式和路径的选择中，我国城市间存在着同质化竞争趋势，城市发展普遍遭遇瓶颈。在此背景下，城市经营者和管理者必须探寻城市发展的新路径，创新城市营销策略，在塑造城市个性、增添城市魅力以及实现城市差异化发展等方面得到升华。通过城市营销战略规划，倒逼城市发展进行相应的改革，，以城市资源和优势的重新整合，推动城市特有形象标识的树立，进而破解城市同质化发展困境。本文对城市营销的概念进行阐述和界定，梳理了有关城市营销的相关理论和文献，为成都市城市营销战略的构建找到理论依据；对国内外城市营销的起源和发展现状进行了简要的对比分析，对国内外城市营销的典型案例进行了分析，总结其成功经验；从自然环境、历史文化、经济现状、基础设施四个方面总结了成都市的城市概况，并选取我国东部、中部和西部主要副省级城市，就城市竞争力与成都市进行对比；运用SWOT方法对成都城市营销的旅游、居住、投资等主要目标市场进行分析；从城市定位、发展目标和重点任务三个方面思考了成都城市营销战略；从营销理念、城市主题、营销网络、组织机构等方面，提出实施成都城市营销战略的对策建议。
[Abstract]:In the fierce urban competition of globalization, our country puts forward a new urbanization road which is characterized by human being as the core, urban and rural planning as a whole, urban and rural integration, production and city interaction, saving and intensive, ecological livability and harmonious development as the basic characteristics. However, in the choice of urban development mode and path, there is a trend of homogeneity competition among cities in China, and urban development generally encounters bottlenecks. In this context, city managers and managers must explore a new path of urban development, innovate urban marketing strategies, in shaping the city personality, increasing the charm of the city, and achieve urban differentiation and other aspects of development has been sublimated. Through the strategic planning of city marketing, it forces the city development to carry on the corresponding reform, reintegrates with the city resources and the superiority, promotes the establishment of the unique image mark of the city, and then solves the plight of the homogenization development of the city. This paper expounds and defines the concept of urban marketing, combs the relevant theories and documents about urban marketing, and finds the theoretical basis for the construction of Chengdu city marketing strategy. This paper makes a brief comparative analysis of the origin and development of urban marketing at home and abroad, analyzes the typical cases of urban marketing at home and abroad, and summarizes its successful experience. This paper summarizes the urban situation of Chengdu from four aspects of natural environment, history and culture, economic status and infrastructure, and selects the main sub-provincial cities in the east, middle and west of China to compare the urban competitiveness with Chengdu. This paper analyzes the main target market of Chengdu city marketing by using SWOT method, including tourism, residence and investment, and thinks about Chengdu city marketing strategy from three aspects: city orientation, development goal and key task. From the aspects of marketing concept, city theme, marketing network, organization and so on, this paper puts forward some countermeasures and suggestions for the implementation of Chengdu city marketing strategy.
【学位授予单位】：四川省社会科学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.2;F274

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