本文選題：延安市 + 城市營銷�。� 參考：《延安大學》2017年碩士論文

【摘要】：隨著經濟全球化的腳步不斷加快,各個地區(qū)在資源、人力、技術等要素方面的競爭越來越激烈,要素在地區(qū)間的流動性也越來越頻繁。中國的城市化已經步入了快速發(fā)展的時期,每個城市之間的競爭日益激烈,如何實現城市的高效、可持續(xù)發(fā)展,和提高城市的綜合競爭力是每個城市管理者必須面臨的問題。城市管理者也意識到必須使用城市營銷的理念來治理城市,對城市自身擁有的資源要素進行整合、規(guī)劃,最終實現城市整體競爭力和綜合實力的提升。延安是中國革命圣地,在國內外有很高的知名度。但是,由于延安地處黃土高原腹地,與東部地區(qū)相比,發(fā)展上存在很大的差距,如何提高延安的綜合實力和影響力,是本論文的最終落腳點。論文首先通過梳理、總結國內外關于城市營銷的研究成果,具體分析延安市城市營銷發(fā)展的現狀和存在的不足,將城市營銷的理念和方法運用到延安市的實踐活動中,最后提出符合延安市城市發(fā)展狀況的具體實施策略。論文的主要內容包括:第一部分為緒論。首先,介紹了論文的研究背景和研究意義;其次,對國內外關于城市營銷的相關文獻和研究現狀進行了分析、總結和評價;最后,介紹了論文的研究思路和使用的研究方法。第二部分為城市營銷的相關理論。主要包括城市營銷的含義及比較了相關的容易混淆的概念,然后提出了城市營銷的構成要素和論文中會涉及的相關理論,具體包括公共治理理論、STP理論和整合營銷理論。第三部分為延安市城市營銷的現狀與不足。詳細分析了延安市在城市營銷實踐中的成果、出現的問題和不足以及延安市進行城市營銷的必要性,這對后面進行的延安市城市戰(zhàn)略定位提供了現實依據。第四部分為延安市城市營銷主體和客體。主要是對延安市城市營銷的主體(主要包括政府、企業(yè)和居民)及客體(主要包括城市環(huán)境、旅游產品和城市形象)進行了相關的分析。第五部分為延安市城市營銷的市場細分、目標市場的選擇及市場定位。首先,具體說明了延安市的城市營銷內外部環(huán)境和目標市場細分,進而分析了延安市城市營銷的目標市場選擇,主要解決了城市營銷活動開展的主要對象。最后,分析了延安市城市營銷的市場定位。第六部分為延安市城市營銷的具體策略。這部分是在上述研究的基礎上,對延安市政府如何進行城市營銷活動進行了分析,主要從政府、產品、價格、渠道和促銷等方面進行了研究,是本篇論文的重點部分。第七部分為全文的總結。主要包括論文的總結和論文中存在的不足。
[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.
【學位授予單位】：延安大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.27

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本文編號：2041957