工商管理硕士论文_基于政府视角的马鞍山市城市营销策略研究.docVIP

基于政府视角的马鞍山市城市营销策略研究 名 ： 陶英政 业 ： 工商管理 ： 市场营销 ： 李德俊 2009年月 要 城市，是人类社会人口、经济、政治和文化高度聚集的多层次社会物质动态系统，是社会文明进步的结晶。当前，在新技术和全球经济一体化的推动下，城市发展加速，生产要素流动加快，城市间的经济、人才、知识、社会、文化等资源竞争加剧，特别是在全球金融危机为背景下，城市营销越来越成为激发城市活力、促进城市发展、创造城市价值和满足城市顾客和社会需求的重要手段。 城市营销主体有政府机关、公共机构、企业和城市居民。其中，政府是城市营销主体的关键。政府既是国家的代表，也是全民代表；既是城市经营活动的组织者、指挥者，也是城市生产、生活、工作环境和条件的提供者。 本课题立足于马鞍山市基本市情，深入剖析城市营销策略中存在的问题，。 建设与发展概况深入剖析政府在城市营销策略中存在的问题。政府着重从方面城市营销策略。 城市营销 营销策略civilization progresses, cities nowadays, driven by new technologies and global economic integration, are developing faster with production factors flowing swifter. Competitions among cities for resources like economy, intellectuals, knowledge, society and culture have intensified and city marketing has played a crucial role in stimulating city vitality, promoting city development, creating city values and satisfying people and society’s needs, especially in the global financial crisis. Major parties in city marketing include the government, public institutions, enterprises and the city’s residents, among which, government is the key factor since it represents the state as well as the people and is the organizer and commander of city marketing and the provider of production, life and working environment at the same time. The research is based on the basic situation in the City of Mananshan and studies and discusses the city marketing strategies in Maanshan from the government’s perspective as the key party. The researches is further aimed at clarifying the marketing approaches, fully exerting the government’s role in city marketing and carrying out marketing activities in a scientific way in order to enhance the city’s competitiveness, help the city gain its competitive edges and promote a comprehensive, harmonious and sustainable development of the society and the economy. The author had studies marketing and related references and systematically analyzed the problems existing in Mananshan’s marketing strategies in depth by u