【作者】 黄海生；

【导师】 张卫国；

【作者基本信息】 重庆大学 ， 产业经济学， 2004， 硕士

【摘要】 20世纪90年代以来,科学技术日新月异,经济全球化突飞猛进,人类进入全球化竞争的新时代。为了适应全球化竞争的挑战,越来越多的城市已认识到城市营销在争夺人流、商流、物流、资金流、信息流时的作用和重要性。欧美强国早已于20世纪30年代开始研究城市营销概念,并于90年代提出了一些极有价值的思想和观点。相比较而言,城市营销概念直到上个世纪90年代才在我国被提出,城市营销实务更是远远落后于西方发达国家。随着中国加入WTO,中国城市在全球范围内面临着空前的挑战。如何迎接挑战是中国城市面临的一道难题,城市营销是解决这道难题的有利方法。正是基于以上背景和原因,对城市营销理论及其运作模式构建的研究具有极其重要的理论价值和广泛的现实意义。 论文主要运用市场营销的相关理论对城市营销理论及其运作模式构建进行系统地研究,主要研究内容分八章展开:第一章阐述了当前形式下城市营销研究的背景和意义,在对国内外城市营销理论研究成果作出评述基础上,提出论文的研究目的、内容、技术路线;第二章从市场营销理论入手,分析了城市营销的理念、基本概念、以及包含的内容;第三章通过对城市营销运作流程分析,将其分为三个阶段,并对每个阶段的步骤进行介绍,设计出运作的框架模型。在此基础上,提出城市营销运作的动态模型和概念;第四章对城市营销运作流程的第一阶段——城市环境分析与定位——进行分析,介绍了城市环境体系及其分析的目的和任务,并在此基础上论述了城市定位的有关内容;第五章是对城市营销运作流程的第二阶段——城市形象营销——进行分析,详细论述了城市形象营销各环节的内容;第六章是对城市营销运作流程的第三阶段——城市营销的售后服务——进行分析,设计了城市产品的体系,并介绍了评价消费者满意度的方法——多层次模糊综合评判法;第七章为案例分析,运用案例对城市营销的绩效加以说明;第八章为结论,总结论文的研究工作以及对后续研究提出展望。更多还原

【Abstract】 Since 1900s,science and technology are developing quickly,economic globalization develops fast, and humankind has entered a new era of global competition.In order to fit the challenge, more and more cities have realized the function and importance of city marketing when catching talent, commerce, material, and funds flow. The strong European countries and America have studied the concept of city marketing since 1930s, and put forward some valuable ideas and views in 1990s. In contrast, the concept wasn’t put forward in our country until 1990s. And the practice of city marketing falls behind western developed countries very much. With the entrance to WTO of China, Chinese cities are facing a big challenge at a global range. How to face it is a difficult problem of these cities, and city marketing is just a good way to solve it. On the basis of above background and reasons, Study on theory of city marketing and its operating mode constructuring has a very important theoretical value and generally realistic sense. The article does systematic research on it with relevant theory of city marketing. The main contents are divided into 8 chapters. The first chapter discusses background and sense of research on city marketing at present, and puts forward the aim, contents, technological route of the article on the basis of remarks on research fruits of city marketing theory at home and abroad. The second chapter analyzes the idea, some basic concepts, and contents of city marketing from theory of city marketing. The third chapter is a core of the article. It divides operating procedure of city marketing into 3 stages, introduces every step of these steps, and designs a frame model from an analysis of the procedure. Based on the procedure,I promote a dymatic model of city marketing operation and its concept .The fourth chapter analyzes ?the first stage of the procedure―city environment analysis and positioning. It introduces city environment system and the aim and task of the analysis, and on basis of these it discusses some contents about city positioning. The fifth chapter analyzes the second stage―city image marketing. It explains each link of city image marketing in detail. The sixth chapter analyzes the third stage―after-sale service of city marketing. It designs the system of city product, and introduces evaluation method of consumer satisfaction―vague comprehensive marking method. The severth chapter illustrates the effects of city marketing by a live case.The eighth chapter is a conclusion, which makes a summary on research of article and look forward to further research.更多还原