公共管理视角下的城市营销.pdfVIP

product brand umbrella, this paper established a innovative strategy framework for city brand system formulation, including product refining, value refining, and system refining phases. The proposed framework has a strong significance in real practice. In part 4, in the terms of mushrooming new marketing methods, the paper applied them into city marketing. First, by studying state marketing, the part reminded city marketers to pay attention to the external policy environment for city marketing. This part focused on the method that helps city to develop by taking advantages of state marketing. Second, this part reminded city marketer to pay attention to the internal citizens environment, by focusing on the method that helps the city to form a composition of forces, which is taking advantages of social marketing, and conforming city value concepts. Third, by studying experience marketing, this part reminded city marketers that pay attention to the psychological factors of city customers in city marketing, focusing on the methods that strengthen the city attractiveness, which is taking advantages of experience marketing, and subliming the inner experience of city customers. Key Words: public administration; city marketing; city brand; innovative marketing methods 目 录 引言1 一、国内外城市营销理论研究现状2 （一）国外城市营销理论的研究状况2 （二）国内城市营销理论研究现状4 （三）从公共管理视角研究城市营销的意义6 二、公共物品视角下的城市营销9 （一）城市营销与 “城市公共物品组合”的关系9 （二）城市营销中的公共物品组合策略 11 （三）城市营销公共物品的供给与需求分析13 三、城市品牌的创建与管理战略17 （一）城市品牌体系创建的战略过程17 （二）城市品牌的推广、维护和增值20 （三）城市色彩规划和管理23 四、城市营销和新兴营销方法26 （一）国家营销——城市营销的借势之道26 （二）体验营销——城市营销的攻心之道28 （三）社会营销——城市营销的动员之道30 结束语33 参考文献34