京东燕郊城市营销策略研究

发布时间：2018-05-19 04:04

本文选题：城市营销 + 营销策略　；参考：《广西大学》2014年硕士论文

【摘要】：在经济全球化的趋势下,生产要素流动性日益增强,越来越多的劳动力涌入城市,在城市之间不仅是争夺资源、人才、科技等生产要素,同时也是在争夺城市的消费者和资源的拥有者。于是城市之间的竞争为城市营销理论的发展和完善提供了现实的研究素材和依据。中国已经进入了城镇化的快速发展时期,不同城市的发展模式并不相同,如何才能是一个城市做到快速、良性、可持续发展,并不断增强自身的竞争力,是每个城市都面临的问题,同样也是我所思考的问题。进入21世纪后,面对日趋激烈的城市竞争,探索城市营销的策略便成为了京东燕郊作为环首都经济圈的重要环节。燕郊城市营销策略的水平将会影响到燕郊城市现代化的发展水平,也是燕郊能否实现可持续、协调发展的关键环节所在。本文在研究国内外城市营销理论的基础上,通过对京东燕郊的实地调研,并借鉴国内外城市营销的实践和发展中的典型案例,结合北京与燕郊之间的特殊地理位置。进而对燕郊的城市营销环境的优劣势进行了详细的分析和论述,提出了城市目标定位,以树立城市品牌为核心提出了京东燕郊的城市营销策略。
[Abstract]:With the trend of economic globalization, the mobility of production factors is increasing, and more labor forces are pouring into cities, not only competing for resources, talents, science and technology among cities, but also factors of production. They are also competing for consumers and owners of resources in cities. So the competition between cities provides realistic research material and basis for the development and perfection of urban marketing theory. China has entered a period of rapid development of urbanization. Different cities have different development models. How can a city achieve rapid, benign and sustainable development and constantly enhance its competitiveness? It's a problem for every city, and it's also what I think about. After entering the 21st century, in the face of the increasingly fierce urban competition, exploring the strategy of urban marketing has become an important link of JingDong Yanjiao as the economic circle around the capital city. The level of Yanjiao city marketing strategy will affect the development level of Yanjiao city modernization, and is also the key link of whether Yanjiao can achieve sustainable and coordinated development. On the basis of studying the theory of urban marketing at home and abroad, through the field investigation of Yanjiao in JingDong, and referring to the practice and typical cases in the development of urban marketing at home and abroad, combined with the special geographical position between Beijing and Yanjiao. Then, the advantages and disadvantages of Yanjiao city marketing environment are analyzed and discussed in detail, and the city target positioning is put forward, and the city marketing strategy of JingDong Yanjiao is put forward with the establishment of city brand as the core.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.2;F274

【参考文献】