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City Marketing: From the Perspective of Public Administration

Author: HuangXuHui
Tutor: LinYanChao
School: Xiamen University
Course: Public Administration
Keywords: Public Administration City Marketing City Brand New marketing methods
CLC: F290
Type: Master's thesis
Year: 2006
Downloads: 595
Quote: 3
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Abstract


City marketing has become a new urban management methods and means, into the field of view of the public administration. City marketing at the same time learn from business administration theory, we should see in business administration and public administration in the value of the demands of different urban marketing is under public management perspective to reflect this difference, highlighting the city marketing to create urban public value the origin. This article is based on this thinking, the application of a number of typical cases, city marketing placed to expand it in the perspective of public administration and public management perspective of national marketing, experiential marketing, social marketing three emerging marketing method is how to melt into the City Marketing, a prospective study. Specifically, the paper is divided into four parts: The first part of the evolution and current status of domestic and international cities in marketing research to sort out, drawn to the need to strengthen the city marketing from the perspective of public administration concluded in urban marketing, and public administration perspective The practical significance made profiling. The second part of the analysis to the relationship between the city marketing and public goods. First, the new concept of city marketing in urban public goods portfolio, and to learn the theory of the creation of the city marketing public goods portfolio strategy process of marketing the product line, secondly, city marketing in urban public goods supply and demand equilibrium analysis. The third part of the city marketing, public goods - one of the most representative city brand, in accordance with the creation, promotion, maintenance, and value-added Tiaofenlvxi logical thinking, the final color of the weaknesses in our city marketing city planning and municipal management are discussed. In this section, drawing on the theory of product brand umbrella, the creation of the strategic framework of the system of city brand: refining stage, the value of the refining stage refining stage system. The fourth part of the recent years, the emergence of new marketing methods used in city marketing, first proposed external policy environment can not be ignored in the city marketing, national marketing research, focus on how the city marketing by the general trend of the national marketing be leveraging the development; experiential marketing, focusing on how to borrow progressive experience marketing \a sense of belonging, to radically improve the city's attractiveness; Third, social marketing research proposed internal environment can not be ignored urban marketing, focusing on research by the internal forces of social marketing, unified urban values, the formation of urban marketing Heli.

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Urban economic theory
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