城市营销理念指导下的城市发展战略规划研究

发布时间：2019-03-23 16:02

【摘要】：随着全球化的不断深入,国家和区域的发展条件不断平坦化,导致物质条件在更为广泛的范围内流通,城市在获得更高的平台的同时面临更为激烈的市场竞争。并且在当前全球性的巨大的经济、社会转型的环境之下,城市的发展受到外部条件变化的影响更为加剧,因此,城市需要随时准备应对市场的变化,寻找自身的定位,制定相关战略。而国内的发展也经历了重要的转型重构,国家区域战略的不断出台,亟待在区域内的进一步规划中落实。在这样的国家转型期中,东部与中西部的互动加速,城市内外各种发展要素的流动、演变、组合与作用对城市管理与经营方向形成重大的影响。产业发展动力、消费需求变化、城市功能演进以及以人为本和可持续发展的理念使城市空间发展出现了新变化。同时我国城市规划体系从自上而下的计划导向走向自下而上的市场导向,在规划过程中也需要更多地从外部环境出发来识别城市所处的环境,并加强对规划实施性的研究。战略规划作为一种更为适应性和实施性较强的规划类型,在当前规划编制体系中也较为开放,借助这个平台可以为规划体系转型做铺垫。而当前众多城市通过进行城市营销活动增强自己在市场中的影响力,特别是借由城市空间开发的新机遇,增加城市眼球度提升市场占有度,给城市经营带来了新手段。因此笔者从城市营销与战略规划两者的研究出发,希望从城市营销中,探讨其内容中的有关目标市场、竞争对手等方面的研究,从而提出了营销为导向的战略规划的编制框架,并通过滁州市的战略规划编制进行实证。本文章节安排如下：第一章为绪论。阐述本研究的背景、研究意义、研究主要思路与方法等,对整个研究的准备和研究路线设计。第二章分别对城市营销和城市发展战略规划的相关研究进展进行综述。总结了市场营销、城市营销与战略规划研究的发展历程,以及两者之间已有的结合研究。第三章就城市营销与城市发展战略规划的关系进行剖析。通过对城市营销和战略规划两者体系的剖析,总结两者之间的个性和共性,探讨两者问相互借鉴的可能,得出结合城市营销的战略规划应关注的内容。第四章基于分析构建营销型战略规划研究框架。从宏观分析到基础分析,由营销的市场需求研究角度出发,展开具体战略研究和营销手段探讨,提出营销型战略规划的整体流程。第五章以滁州市为例进行实例研究。第六章对本文的研究主要结论进行总结,并对研究中存在的问题和值得研究的方向和问题作展望。
[Abstract]:With the deepening of globalization, the development conditions of countries and regions are becoming more and more flat, which leads to the circulation of material conditions in a wider range, and the cities are facing more fierce market competition while gaining a higher platform. And in the current global economic and social transformation environment, the development of cities is further aggravated by changes in external conditions. Therefore, cities need to be ready to respond to changes in the market and find their own positioning. Develop relevant strategies. But the domestic development also has experienced the important transformation reconstruction, the national regional strategy is being issued continuously, urgently needs to be implemented in the regional further planning. During the transition period of this country, the interaction between the east and the middle-west is accelerating, and the flow, evolution, combination and function of various factors of development in and out of the city have a great influence on the direction of urban management and management. The power of industrial development, the change of consumption demand, the evolution of urban function and the concept of people-oriented and sustainable development have brought about new changes in the development of urban space. At the same time, the urban planning system of our country changes from the top-down planning orientation to the bottom-up market orientation. In the planning process, it is also necessary to identify the environment of the city from the outside environment more and strengthen the research on the implementation of the planning. As a kind of more adaptive and practical planning type, strategic planning is also more open in the current planning system. With this platform, it can pave the way for the transformation of planning system. At present, many cities enhance their influence in the market through the city marketing activities, especially through the new opportunities of urban space development, increase the city's eyeballs to enhance the market occupancy, and bring new means to the city management. Therefore, starting from the study of urban marketing and strategic planning, the author hopes to discuss the target market, competitors and other aspects of the content of urban marketing, so as to put forward the framework of marketing-oriented strategic planning. And through the Chuzhou city strategic planning to carry on the demonstration. This chapter is arranged as follows: the first chapter is the introduction. This paper describes the background, significance, main ideas and methods of this study, the preparation of the whole research and the design of the research route. The second chapter summarizes the related research progress of urban marketing and urban development strategic planning. This paper summarizes the development of marketing, urban marketing and strategic planning, and the combination of them. The third chapter analyzes the relationship between urban marketing and strategic planning of urban development. Through the analysis of the two systems of city marketing and strategic planning, this paper summarizes the individuality and commonness between the two, probes into the possibility of mutual reference between the two, and obtains the contents that should be paid attention to in combination with the strategic planning of city marketing. The fourth chapter constructs the marketing strategic planning research framework based on the analysis. From the macroscopic analysis to the basic analysis, from the marketing market demand research angle, the concrete strategic research and the marketing means discussion are carried out, and the whole process of the marketing strategic planning is put forward. The fifth chapter takes Chuzhou city as an example to carry on the case study. In the sixth chapter, the main conclusions of this paper are summarized, and the existing problems, the directions and problems worth studying are prospected.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.27;TU984

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