本文選題：城市營(yíng)銷 + 營(yíng)銷策略�。� 參考：《廣西大學(xué)》2014年碩士論文

【摘要】：在經(jīng)濟(jì)全球化的趨勢(shì)下,生產(chǎn)要素流動(dòng)性日益增強(qiáng),越來(lái)越多的勞動(dòng)力涌入城市,在城市之間不僅是爭(zhēng)奪資源、人才、科技等生產(chǎn)要素,同時(shí)也是在爭(zhēng)奪城市的消費(fèi)者和資源的擁有者。于是城市之間的競(jìng)爭(zhēng)為城市營(yíng)銷理論的發(fā)展和完善提供了現(xiàn)實(shí)的研究素材和依據(jù)。中國(guó)已經(jīng)進(jìn)入了城鎮(zhèn)化的快速發(fā)展時(shí)期,不同城市的發(fā)展模式并不相同,如何才能是一個(gè)城市做到快速、良性、可持續(xù)發(fā)展,并不斷增強(qiáng)自身的競(jìng)爭(zhēng)力,是每個(gè)城市都面臨的問題,同樣也是我所思考的問題。 進(jìn)入21世紀(jì)后,面對(duì)日趨激烈的城市競(jìng)爭(zhēng),探索城市營(yíng)銷的策略便成為了京東燕郊作為環(huán)首都經(jīng)濟(jì)圈的重要環(huán)節(jié)。燕郊城市營(yíng)銷策略的水平將會(huì)影響到燕郊城市現(xiàn)代化的發(fā)展水平,也是燕郊能否實(shí)現(xiàn)可持續(xù)、協(xié)調(diào)發(fā)展的關(guān)鍵環(huán)節(jié)所在。 本文在研究國(guó)內(nèi)外城市營(yíng)銷理論的基礎(chǔ)上,通過(guò)對(duì)京東燕郊的實(shí)地調(diào)研,并借鑒國(guó)內(nèi)外城市營(yíng)銷的實(shí)踐和發(fā)展中的典型案例,結(jié)合北京與燕郊之間的特殊地理位置。進(jìn)而對(duì)燕郊的城市營(yíng)銷環(huán)境的優(yōu)劣勢(shì)進(jìn)行了詳細(xì)的分析和論述,提出了城市目標(biāo)定位,以樹立城市品牌為核心提出了京東燕郊的城市營(yíng)銷策略。
[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.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.2;F274

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本文編號(hào)：1908624