基于效用价值观的城市营销模式分析-analysis of urban marketing model based on utility values.docxVIP

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基于效用价值观的城市营销模式分析-analysis of urban marketing model based on utility values.docx

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基于效用价值观的城市营销模式分析-analysis of urban marketing model based on utility values

AbstractArrivaloftheeraofglobalizationandincreasingcompetitionbetweenthecities, makesitaninevitabletrendtocitymarketing.Thegoal ofCity Marketingisto maximizevaluecityandmeetthegrowingneeds ofpeople,thefunctionofthemodes of citymarketingistohelpcitiestoachievetheobjectiveofcitydevelopment,sowecan see,themodesofcitymarketingplaysanimportantroleonthesuccessofthecity marketing.Therefore,thispaperconstructsanewmodeofcitymarketingfromthe perspectiveofutilitytheoryofvaluetoachieveoptimalallocationofurbanresources. Meetingtheneedsofconsumersbytheintegrationofresourcescanplaymostofthe resources,alsocanmeetmoredemands ofconsumertokeepthecity’svaluerising.Inthispaper,wemakeurbanmarketingtheory,formationurbanvalueandpatterns ofurbanmarketingin-depthdiscussionsbythemethodcombinesthenormativeand empiricalresearchwiththeperspectiveoftheutilitytheoryofvalue.Firstofall,this paperreviewsandanalyzesthetheoryofcitymarketing,anditpointsouttheconcepts ofthevalueofurbanmarketingandcities,introducesthetheoryofthisarticlewillbe usedwhichincludesresourcedependencetheoryandutilitytheoryofvalue,Through analyzingthesetheories,wecanobtainthepossibilityandpracticabilityofcity marketing.Secondly,thispaperanalysistheprocessofachievingcity’svaluebasedon utilitytheoryofvalue,accordingtothistheory,thispaperanalysistheconditionsof urbanformation,throughmarketingtoolsresourcesaresoldtourbanconsumers,once thedemandsofconsumersaremet,thecityvalues.Again,thispaperanalysisthe currentsituationofthemodesofcitymarketing,itisnecessarytoestablishanewmode ofcitymarketing.Newmodeofcitymarketingisbuiltonthebasisofutilitytheoryof valuewhichdescribes elements andcharacteristicsofthenewmarketingmodel.Finally, thispapermakesanevaluationofcitymarketingmodesandconstructsevaluationindex. Ittakestwoclassicalcitymarketingmodesasacase,andobtainsthenewmodecan makeupsomeinsufficientfortheoldmodein someway.Theinnovationsofthispaperistheapplicationoftheutilitytheoryofvalue,with thistheoryasthetheoreticalbasis,thispaperdescribest