城市营销中地方政府角色研究

发布时间：2018-01-30 06:25

本文关键词： 城市营销地方政府角色　出处：《广西大学》2012年硕士论文　论文类型：学位论文

【摘要】：城市营销是地方政府提升城市竞争力的重要工具。目前我国各地方政府在进行城市营销活动过程中呈现出许多不科学、不合理和不成熟的做法,究其原因,主要是因为政府在城市营销中对自身角色理解的迷失,导致政府角色越位、错位、缺位,进而使城市营销战略的实施效果不理想甚至产生许多负面影响。本文分析了目前我国城市营销中地方政府角色现状,总结出城市营销战略实施效果不理想中的营销主体方面的原因,进而结合菲利普·科特勒的城市营销理论和亨利·明茨伯格的管理者角色理论,提出了一套城市营销中地方政府的角色系统：1、政府在城市营销中应该履行好组织者角色,该角色职责包括组建专业化的城市营销部门,对城市进行SWOT分析,与城市营销参与者建立共同愿景,与城市营销参与者制定营销战略,实施城市营销战略等；2、政府在城市营销中应该扮演好协调者角色,该角色职责包括协调各方力量,利用和分配各种资源,收集和传递相关信息,与其他城市政府进行谈判合作等；3、政府在城市营销中应该扮演好控制者角色,该角色职责包括监控城市营销战略的实施效果,监控城市发展危机,确保城市营销的合法性和效率等；4、政府在城市应该中还应该扮演好创新者角色,这要求政府要具有企业家精神,善于充分发掘和利用城市营销的机会和资源,另外,政府还要根据时代发展要求,改善心智模式,建立起“顾客是上帝”、价值互换和服务意识等心智模式。
[Abstract]:City marketing is an important tool for local governments to enhance the competitiveness of cities. At present, the local governments in our country in the process of urban marketing activities show a lot of unscientific, unreasonable and immature practices, investigate the reasons. This is mainly due to the loss of the government's understanding of its own role in urban marketing, which leads to the offside, dislocation and absence of the role of the government, thus making the implementation of the urban marketing strategy unsatisfactory or even having many negative effects. This paper analyzes the current situation of the role of local government in urban marketing in our country, and summarizes the reasons of the main body of marketing in the implementation of urban marketing strategy. And then combining Philip Kotler's theory of urban marketing with Henry Minzberg's theory of the role of manager, we put forward a system of local government's role in urban marketing:: 1. The government should fulfill the role of organizer in city marketing. The role includes setting up professional city marketing department, analyzing the city by SWOT, and establishing a common vision with the city marketing participants. Make marketing strategy with city marketing participants, implement city marketing strategy, etc. (2) the government should play the role of coordinator in city marketing, which includes coordinating the power of all parties, utilizing and allocating all kinds of resources, collecting and transmitting relevant information, negotiating and cooperating with other city governments, etc. Third, the government should play the role of controller in urban marketing, which includes monitoring the effect of urban marketing strategy, monitoring the crisis of urban development, ensuring the legitimacy and efficiency of urban marketing, etc. 4, the government should also play the role of innovator in the city, which requires the government to have the entrepreneurial spirit, be good at exploiting and utilizing the opportunity and resources of the city marketing, in addition. According to the needs of the times, the government should improve the mental model and establish the mental model of "customer is God", value exchange and service consciousness.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D035.5

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