杭州市城市营销策略研究.docVIP

杭州市城市营销策略研究 摘 要：笔者通过自身的市场营销理论基础以及在实际工作时间过程中所掌握的国内外城市营销理论，对城市营销的内涵进行了综合理解，并通过客观分析，得出了城市营销就是基于城市的整体功能，进行城市形象的塑造以及城市知名度与美誉度的提升，从而满足政府、企业、公众的需求，配合各种社会管理活动。笔者认为，各城市政府是城市营销的运营方，而各企业和城市居民则是城市整体营销的参与者，城市的战略定位决定了城市营销的整体成败，此外，笔者还提出了城市品牌、品牌城市及其二者兼而有之的混合城市营销模式等理论观点。这些研究结论丰富了现有营销学理论，实现了市场营销范畴和领域的突破。 关键词：城城市营销，城市营销结构模式，政府职能创新 Research About?The Marketing Strategy of Hangzhou?City Marketing class 1001 王谦 Instructor:娄盛 Abstract: Based on marketing theory, urban marketing theories and practices at home and abroad, and the authors experiences, the thesis presents an understanding of essence of urban marketing. The thesis believes that urban marketing is a social management activity and process through which to improve the fame and praiseworthiness of a city by fully developing the overall functions of the city, and by establishing a unique city image, so that government, businesses, and general public are satisfied. From this viewpoint, the thesis holds that city government is the sponsor of urban marketing, whereas businesses and city residents are important participants in urban marketing process. The thesis also thinks that strategic orientation of a city plays a remarkable role in urban marketing. The thesis proposes models of city as a brand, brand to a city, and a hybrid urban marketing model integrating the two above-mentioned models. These research conclusions enrich the current marketing theory, and make breakthrough in concepts and field of marketing. Key words: urban marketing；city marketing mode; government performance innovation  杭州市城市营销策略研究 市场营销专业1001班王谦 指导教师娄盛 一、绪论 （一）城市营销的研究背景 随着世界往科技信息时代的进一步迈进，世界呈现更为深入的世界经济一体化，各国的市场经济进入发展的成熟期，国家、地区、城市之间要增强竞争力，必须将其城市营销的进程纳入议题并迅速实施起来，从而实现其持续和谐发展。在大众化的产品-市场-消费行为的营销体制与市场形式下，城市营销可谓一匹黑马，迈出了推陈出新的第一步，它突破了地域的界限，打破了局限性的利益获取模式，帮助城市资本实现了新一步的空间性、象形性以及综合运营效益的最大化，极大地促进了城市各种资源的优化配置进程。 城市营销又称城市经营，其系统的理论形式最早产生与1978年，由McGill从经纪人类型的业务当中发掘，从而形成一种特殊的业务形式，即通过权利的约束性来进行资源的分配，它就像一