【作者】 孙靖帮；

【导师】 王志坚；

【作者基本信息】 新疆大学 ， 企业管理， 2007， 硕士

【摘要】 21世纪是城市的世纪,社会城市化、经济全球化、资源区域化、产业聚集化使城市竞争越来越白热化,而城市吸引力将是21世纪不可多得的稀缺资源。所以一个以提升城市形象及其竞争力的城市营销时代已经来临。“城市营销”作为一种全新的城市经营理念,越来越受到理论界和实际工作者的重视。“城市营销”是首先在发达国家起源并流行的概念,是指将城市视为一个企业,利用市场营销理念和方法管理城市,把投资者、旅游者和居住者当作顾客或消费者,把城市软、硬环境当作“城市产品”,按照企业市场营销管理的制度和方法,改进“城市产品”的生产和服务,了解、满足顾客需求,吸引顾客消费更多的“城市产品”,使城市更多地获取有益的跨国、跨区域资源,增加城市创造价值的能力,提高城市综合竞争力。“城市营销”已经成为世界各城市之间抢夺资源和谋求发展的重要手段。我国的一些城市在不同时期曾产生过某些带有模糊营销色彩的现象,大多是由于历史沿革和自然环境的作用自发而形成的,或由于宏观经济体制使然,没有从城市品牌管理的高度进行统筹规划、科学设计和主动进行城市营销活动,基于这样的条件,本文试图对城市营销作一个全面系统的阐述,希望能为城市政府在进行城市营销活动时提供有益的参考作用,以促进我国城市的快速、健康发展,不断提高城市的竞争力。本文根据营销学的一般原理,分析了城市营销市场的组成,阐述了城市营销的基本方法和流程,并结合边疆乌鲁木齐城市的实际,运用营销的思维和方法,从战略的角度分析乌鲁木齐的资源优势,通过整合和创造乌鲁木齐各种优质城市资源,塑造城市的核心竞争力,使乌鲁木齐作为一个知名品牌在国内外打响,确立在中国乃至整个世界中的地位。更多还原

【Abstract】 The 21st century is the century of the city.Society urbanization,economy globalization , source area and industry assembling make the competition fiercer.The city attraction will be a deficient resource,so the age of city marketing which promote the city image and comptition has been coming.As a kind of total new city principle of management, the "city marketing" is more and more valued by actual workers and the theory fields. The "city marketing" is a concept which first origins and gets popular in the developed countries. It means that the city could be regarded as a business enterprise. We can manage the city by the marketing concept and method, regard the investors, travelers and residents as customers or consumers while regard the soft and hard environment in city as the "city product". According to the system and method of the business enterprise marketing, improve the production and the service of the "city product", find out and meet the needs of the customers, attract the customers to consume more" city products", so as to make the city obtain the beneficial, multinational and multi-district resources, increase the city’s creating ability and the comprehensive competition ability. The "city marketing" has become an important means to loot resources and seek development between all cities in the world.According to general theory of the marketing, this paper analyzes the constitution of the city marketing market, states the basic way and process of the city marketing, as well as analyzes Weihai’s advantagesin resources from view-points of the strategy through combining Weihai’s present situation and using the ideas and methods of the marketing. By integrating and creating all kinds of high-quality city resources, molding the centric competitive abilities of the city, make Weihai be a well-known brand both home and abroad, establish it’s position in China and even the whole world.更多还原