延安市城市营销策略研究

发布时间：2018-06-20 00:05

本文选题：延安市 + 城市营销　；参考：《延安大学》2017年硕士论文

【摘要】：随着经济全球化的脚步不断加快,各个地区在资源、人力、技术等要素方面的竞争越来越激烈,要素在地区间的流动性也越来越频繁。中国的城市化已经步入了快速发展的时期,每个城市之间的竞争日益激烈,如何实现城市的高效、可持续发展,和提高城市的综合竞争力是每个城市管理者必须面临的问题。城市管理者也意识到必须使用城市营销的理念来治理城市,对城市自身拥有的资源要素进行整合、规划,最终实现城市整体竞争力和综合实力的提升。延安是中国革命圣地,在国内外有很高的知名度。但是,由于延安地处黄土高原腹地,与东部地区相比,发展上存在很大的差距,如何提高延安的综合实力和影响力,是本论文的最终落脚点。论文首先通过梳理、总结国内外关于城市营销的研究成果,具体分析延安市城市营销发展的现状和存在的不足,将城市营销的理念和方法运用到延安市的实践活动中,最后提出符合延安市城市发展状况的具体实施策略。论文的主要内容包括:第一部分为绪论。首先,介绍了论文的研究背景和研究意义;其次,对国内外关于城市营销的相关文献和研究现状进行了分析、总结和评价;最后,介绍了论文的研究思路和使用的研究方法。第二部分为城市营销的相关理论。主要包括城市营销的含义及比较了相关的容易混淆的概念,然后提出了城市营销的构成要素和论文中会涉及的相关理论,具体包括公共治理理论、STP理论和整合营销理论。第三部分为延安市城市营销的现状与不足。详细分析了延安市在城市营销实践中的成果、出现的问题和不足以及延安市进行城市营销的必要性,这对后面进行的延安市城市战略定位提供了现实依据。第四部分为延安市城市营销主体和客体。主要是对延安市城市营销的主体(主要包括政府、企业和居民)及客体(主要包括城市环境、旅游产品和城市形象)进行了相关的分析。第五部分为延安市城市营销的市场细分、目标市场的选择及市场定位。首先,具体说明了延安市的城市营销内外部环境和目标市场细分,进而分析了延安市城市营销的目标市场选择,主要解决了城市营销活动开展的主要对象。最后,分析了延安市城市营销的市场定位。第六部分为延安市城市营销的具体策略。这部分是在上述研究的基础上,对延安市政府如何进行城市营销活动进行了分析,主要从政府、产品、价格、渠道和促销等方面进行了研究,是本篇论文的重点部分。第七部分为全文的总结。主要包括论文的总结和论文中存在的不足。
[Abstract]:With the pace of economic globalization accelerating, the competition in resources, manpower, technology and other factors is becoming more and more fierce, and the mobility of elements among regions is becoming more and more frequent. The urbanization of China has entered a period of rapid development, and the competition between each city is becoming increasingly fierce. How to realize the city's high efficiency, sustainable development and improve the comprehensive competitiveness of the city is the problem that every city manager must face. City managers also realize that it is necessary to use the concept of city marketing to govern the city, to integrate and plan the resource elements of the city itself, and finally to achieve the overall competitiveness and comprehensive strength of the city. Yan'an is the holy site of the Chinese revolution, and has a high reputation at home and abroad. However, because Yan'an is located in the hinterland of Loess Plateau, compared with the eastern region, there is a big gap in development. How to improve the comprehensive strength and influence of Yan'an is the final foothold of this paper. Firstly, this paper summarizes the domestic and foreign research results on urban marketing, analyzes the present situation and shortcomings of the development of Yanan city marketing, and applies the concept and method of urban marketing to the practical activities of Yan'an city. Finally, the specific implementation strategy is put forward in line with the situation of Yanan city development. The main content of the thesis includes: the first part is the introduction. Firstly, it introduces the research background and significance of the thesis; secondly, it analyzes, summarizes and evaluates the related literature and research status of the city marketing at home and abroad. Finally, it introduces the research ideas and research methods of the paper. The second part is the theory of city marketing. This paper mainly includes the meaning of urban marketing and the comparison of the related concepts which are easy to be confused. Then it puts forward the constituent elements of urban marketing and the relevant theories that will be involved in this paper, including the theory of public governance and the theory of integrated marketing. The third part is the present situation and deficiency of Yanan city marketing. This paper analyzes in detail the achievements, problems and deficiencies in the practice of Yanan city marketing, as well as the necessity of carrying out the city marketing in Yan'an city, which provides a realistic basis for the future strategic positioning of Yanan city. The fourth part is the subject and object of Yanan city marketing. This paper mainly analyzes the main body of Yanan city marketing (including the government, enterprises and residents) and the object (mainly including the city environment, tourism products and city image). The fifth part is the market segmentation, target market selection and market positioning of Yan'an city marketing. First of all, it explains the internal and external environment of Yanan city marketing and the target market segmentation, then analyzes the target market selection of Yan'an city marketing, mainly solves the main object of the city marketing activities. Finally, the paper analyzes the market orientation of Yanan city marketing. The sixth part is the specific strategy of Yanan city marketing. This part is based on the above research, and analyzes how the Yanan city government carries on the city marketing activity, mainly from the government, the product, the price, the channel and the promotion and so on aspect has carried on the research, is the key part of this paper. The seventh part is the summary of the full text. Mainly includes the summary of the paper and the shortcomings in the paper.
【学位授予单位】：延安大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.27

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