兰州市城市营销策略研究-research on urban marketing strategy of lanzhou city.docxVIP

摘要全球化使世界各城市之间的竞争日趋激烈，尤其在中国，各个城市之间的 竞争已经到了白热化的程度，城市主体政府已经认识到，城市化进程已不应该只 停留于注重量的叠加，应关注质的提高，而且应更加关注对城市的营销，因此城 市营销的重要性愈渐凸现。城市营销在合理规划使用城市资源、提高城市知名度 和美誉度等方面已经显示出不可替代的作用。兰州市的城市营销在理论上有一定的研究,在实践上取得了一定的进展，但 总体上仍处于相对落后的状态。本文从城市营销的兴起入手，论述了城市营销的发展，再进一步深入阐述了 城市营销的内涵，分析了城市营销与城市经营的区别、城市营销与企业营销的区 别，在进行营销的优势、劣势、机会、威胁分析的基础上，对城市进行准确定位 ， 进行城市形象的塑造和城市品牌的建设，从而实施以产品、沟通的组合营销策略 。 最后阐述了兰州市城市营销策略的建设。关键词:城市营销城市形象城市品牌AbstractGlobalization of the world between the city is becoming more competitive, particularly in China, competition among the various city has reached the extent of white-hot, the main city government has recognized that the process of urbanization has not only stay in the focus on the volume of superposition, attention should be given to improve quality, and should be more concerned about the city marketing, city marketing is increasingly important 。 Marketing has shown an irreplaceable role at a reasonable city planning to use city resources, improve visibility and reputation.City marketing in Lanzhou is a certain degree of research in theory, it in practice has made some progress, but overall still it is in the relatively backward status.Inthispaper,itstartswiththeriseofcitymarketing, discussesthedevelopmentofcitymarketing,andthenfurtherelaborates on the meaning of city marketing, analysis the difference of city marketing and city management,analysis of distinction between city marketing and enterprise marketing, analysis based on the strengths, weaknesses, opportunities, threat of marketing, it has the accurate positioning of the city, the city image and brand building in city, thus the implementation of products, communication combination of marketing strategy. Finally it elaborates marketing strategy in Lanzhou city building.Keywords: city marketing city image city brand独创性声明本人声明所呈交的论文是我个人在导师指导下进行的研究工 作及取得的研究成果。尽我所知，除了文中特别加以标注和致谢 的地方外，论文中不包括其他人已经发表或撰写过的研究成果， 也不包含为获得西北师范大学或其他教育机构的学位或证书而使 用过的材料。与我一同工作的同志对本研究所做的任何贡献均已 在论文中作了明确的说明并表示了谢意。签名：日期： 关于论文使用授权的说明