试论城市营销.doc

PAGE PAGE IV 试论城市营销 摘 要 当前，国际、国内各个城市都普遍面临着各自竞争圈内的资源争夺，在社会资源配置的城市大市场展开激烈角逐，这是社会发展阶段的必然趋势，同时也是市场机制发挥作用的领域延伸。这么多大大小小的城市面对着有限的社会资源的再分配，必然要产生营销问题。众多城市经营者都企图借助营销这把利器，寻找城市竞争的突破口，希望自己的城市能快速脱颖而出。然而在我国，城市营销的理论和实践还处于初步发展阶段，研究提升城市营销水平的策略，对于各个城市在激烈的市场竞争处于不败之地具有重要借鉴作用。 近年来，城市营销正日益成为增强城市竞争力、促进城市发展的重要战略手段。本文正是基于这个背景，在对城市营销的内涵进行界定的基础上，指出我国城市营销的发展现状及所存在的多个问题，如对城市营销的理解存在误区、营销理论的研究滞后、营销缺乏整体规划、圈地卖地盛行及城市“克隆”成风，缺乏个性等七个方面。最后基于发达国家城市营销经验及其启示的研究，本文从转变观念和职能、凸显竞争优势、发掘城市特色、打造城市品牌等四个方面研究了提升我国城市营销水平的主要策略。 关键词：城市营销 内涵 发展现状 存在问题 策略 ABSTRACT At present, the international and domestic cities are generally facing their competition for resources in own circle. In the fierce competition of social resources of the largest city market, this is the inevitable trend of social development stage, but also plays a role in the areas of the market mechanism extends. So many large and small cities face the redistribution of social limited resources, which is bound to have marketing problems. Many city managers are attempting to use this marketing tool, to find a breakthrough in the city competition, and hope their cities can quickly come to the fore. However, in our country, theory and practice of city marketing is still in the preliminary stages of development. It has an important role to study the strategies, so as to enhance the level of city marketing for various cities in the fierce market competition. In recent years, city marketing is increasingly becoming a strategic tool to enhance the competitiveness and promote urban development. Based on this background, this article defines the meaning of city marketing, and points the current development of urban marketing in our country and the existence of a number of issues, such as the errors in the understanding of city marketing, marketing theory behind the research, marketing lack of overall planning, land enclosure, prevailed city clone, the lack of personality and so on. Finally, based on the experience and inspiration of develop