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1、安徽工业大学硕士学位论文 基于政府视角的马鞍山市城市营销策略研究基于政府视角的马鞍山市城市营销策略研究姓 名 ： 陶英政专 业 ： 工商管理研究方向 ： 市场营销导师姓名 ： 李德俊提交日期： 2009年10月 摘 要 城市，是人类社会人口、经济、政治和文化高度聚集的多层次社会物质动态系统，是社会文明进步的结晶。当前，在新技术和全球经济一体化的推动下，城市发展加速，生产要素流动加快，城市间的经济、人才、知识、社会、文化等资源竞争加剧，特别是在全球金融危机为背景下，城市营销越来越成为激发城市活力、促进城市发展、创造城市价值和满足城市顾客和社会需求的重要手段。城市营销主体有政府机关、公共机构、企业
2、和城市居民。其中，政府是城市营销主体的关键。政府既是国家的代表，也是全民代表；既是城市经营活动的组织者、指挥者，也是城市生产、生活、工作环境和条件的提供者。本课题立足于马鞍山市基本市情，从政府这个城市营销主体来研究和探讨马鞍山城市营销策略，旨在进一步理清城市政府营销的思路，发挥城市政府的作用，科学开展城市营销活动，从而提高城市竞争力，获取城市竞争优势，促进城市社会经济全面协调可持续性发展。笔者通过深入学习市场营销学、城市营销学及相关文献，引用经济学、管理学等理论，综合运用系统分析方法、理论研究与实际分析相结合方法，深入剖析马鞍山市城市营销策略中存在的问题，提出了有针对性的组合策略建议。论文研究
3、的主要内容分为四个部分：第一章，介绍本课题的研究背景、国内外研究概况、研究意义、思路方法和内涵，明晰政府城市营销的意义，介绍城市营销要素和组合策略理论，以及阐述政府在城市营销中的地位作用；第二章，介绍马鞍山市城市基本情况、建设与发展概况，深入剖析政府在城市营销策略中存在的问题，并作原因分析；第三章，对马鞍山进行环境分析和SWOT分析。第四章，从政府视角，着重从城市定位、城市建设与管理、城市服务营销、城市文化营销、城市营销传播五个方面阐述马鞍山市城市营销策略。关键词： 城市营销 政府 营销策略 马鞍山AbstractA city is a multi-level dynamic system o
4、f social materials which is a high concentration of population, economics, politics and cultures of the human societies. As a gem from social and civilization progresses, cities nowadays, driven by new technologies and global economic integration, are developing faster with production factors flowin
5、g swifter. Competitions among cities for resources like economy, intellectuals, knowledge, society and culture have intensified and city marketing has played a crucial role in stimulating city vitality, promoting city development, creating city values and satisfying people and societys needs, especi
6、ally in the global financial crisis. Major parties in city marketing include the government, public institutions, enterprises and the citys residents, among which, government is the key factor since it represents the state as well as the people and is the organizer and commander of city marketing an
7、d the provider of production, life and working environment at the same time.The research is based on the basic situation in the City of Mananshan and studies and discusses the city marketing strategies in Maanshan from the governments perspective as the key party. The researches is further aimed at
8、clarifying the marketing approaches, fully exerting the governments role in city marketing and carrying out marketing activities in a scientific way in order to enhance the citys competitiveness, help the city gain its competitive edges and promote a comprehensive, harmonious and sustainable develop
9、ment of the society and the economy. The author had studies marketing and related references and systematically analyzed the problems existing in Mananshans marketing strategies in depth by using theories in economics and management combined with practices. The author also tried to give suggestions
10、accordingly. The essay is divided into four parts: part one introduces the research background, an overview of related international and domestic researches, the meaning, methods and connotation of the research. It also shows the importance of city marketing and introduces main factors in city marke
11、ting together with combination strategy theories and illustrates the governments role in city marketing. Part two includes introductions of basic situation of Maanshan as well as an overview of its construction and development. It also includes in-depth analyses of problems the government has in cit
12、y marketing and analyses of their causes accordingly. Part three focuses on the environment analyses and SWOT analyses while part four deals with city marketing strategies in Mananshan from the government perspective in terms of city position setting, city construction and management, city service marketing, city culture marketing as well as communicati
