泉州城市营销战略研究

【作者】 万景辉；

【导师】 曾路；

【作者基本信息】 华侨大学 ， 工商管理， 2011， 硕士

【摘要】 本文通过文献资料、案例分析,探讨国内外学术界关于城市营销的共识与理念,研究美国、欧洲和亚洲一些城市营销的模式及经验,分析当前泉州城市营销现状、问题及成因,提出改进泉州城市营销战略的政策建议。城市营销课题广受国内外学术界的关注,国际上关于城市营销方面的经验主要体现在:运用市场营销的理论方法,对城市的政治和经济资源进行系统的策划与整合,以求找到符合市场经济规律的发展路线,通过树立城市品牌,提高城市综合竞争力,广泛吸引更多的可用社会资源,来推动城市良性发展,满足城市人民物质文化生活的需求。当前,全球化竞争、技术进步、城市化的泡沫、城市同质化、低城市化水平和环境资源约束,困扰着中国的绝大多数城市。泉州目前已出现了民营企业外迁、总部外迁、资金外流、税收外流、县域品牌和企业品牌高于城市品牌等问题,城市发展面临巨大的挑战。泉州应全力做好城市营销工作,来摆脱当前困境,走上城市发展快车道,实现营销突围;否则,就有可能步入衰退。泉州城市营销应借鉴国际国内经验,结合本地实际,开辟科学发展观指导下的泉州特色城市化道路,探索经济、社会、文化和自然的全面协调发展的思路。论文对泉州城市营销的优势、劣势、机遇和威胁进行分析(SWOT分析),提出泉州城市营销的思考原则和构建泉州城市营销战略系统的六项战略:1、确定营销组织。2确定营销任务。3、确定城市形象。4、确定营销市场。5、确定营销协同。6、确定投资渠道。实施城市营销战略,可以优化、提升城市的软硬环境及相关服务,发掘和创新城市的独特吸引力,满足市民、投资者、旅游者、企业等城市顾客的生活和工作需求、创业和投资需求、旅游和休闲需求、发展和扩张需求等,从而树立泉州正面和良好的形象,提升城市的核心竞争力。更多还原

【Abstract】 This essay is going to analyze the current situations, the problems and the causes of Quanzhou city’s marketing, and therefore, put forward some suggestions on improving policies for the marketing strategies of Quanzhou City, on the basis of some documents and common views and ideas among the academics home and abroad, by studying some examples and experience from American , European and Asian countries. The issue of city marketing draws common attention from the academics, which mainly reflects in this way: they first apply some theoretical methods to systematically engineering and integrating the city’s political and economic resources in an attempt to find out a develop course. In order to promote the sustainable development of its city and to meet the needs of the people’s life, they try to set up some city brand , increase the city’s comprehensive competitiveness and attract more social resources available.Nowadays, most cities in China is annoyed by global competition, technological progress and the urbanization of foam, urban homogeneity, low level of urbanization and environmental resources constraint. In Quanzhou, the development of the city is facing great threats: more and more private enterprises relocated; their headquarters relocated in bigger cities such as Xiamen or other cities; some county brands and enterprise brands come before the city brand. Quanzhou is well-advised to make full preparations for the city marketing so that it can get rid of the current dilemma and go on its way of fast development. Otherwise, it is quite likely to see a recession.Quanzhou city’s marketing policy should create its urbanization course guided by scientific development and explore the economic, social and cultural and natural of the comprehensive and coordinated development ideas by using the international experience for reference and combining it with the local reality. This essay analyse the strength,the weakness,the opportunity and the threat of Quanzhou city’s marketing(SWOT analysis),raise the thinking principle of Quanzhou city’s marketing .My suggestions contain six strategies: 1.definitize the marketing organization,2. definitize the marketing task,3. definitize the city image,4. definitize the marketing market,5. definitize the marketing cooperation and 6. definitize the investitive channel.Carrying out the city marketing strategies can help upgrade the city’s soft and hard environment and related services, can help create the city’s unique attractions, and moreover, Satisfy citizens, investors, tourists, enterprise cities such as customer’s life and work demands, pioneering and the investment demand, tourism and leisure needs, developing and expanding demand. In that case, the beautiful city of Quanzhou can build a positive and good image for the world, and as a result, it can upgrade the core competitiveness for development.更多还原