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  本文關(guān)鍵詞： 城市營銷 地方政府 角色　出處：《廣西大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：城市營銷是地方政府提升城市競爭力的重要工具。目前我國各地方政府在進行城市營銷活動過程中呈現(xiàn)出許多不科學(xué)、不合理和不成熟的做法,究其原因,主要是因為政府在城市營銷中對自身角色理解的迷失,導(dǎo)致政府角色越位、錯位、缺位,進而使城市營銷戰(zhàn)略的實施效果不理想甚至產(chǎn)生許多負(fù)面影響。 本文分析了目前我國城市營銷中地方政府角色現(xiàn)狀,總結(jié)出城市營銷戰(zhàn)略實施效果不理想中的營銷主體方面的原因,進而結(jié)合菲利普·科特勒的城市營銷理論和亨利·明茨伯格的管理者角色理論,提出了一套城市營銷中地方政府的角色系統(tǒng)：1、政府在城市營銷中應(yīng)該履行好組織者角色,該角色職責(zé)包括組建專業(yè)化的城市營銷部門,對城市進行SWOT分析,與城市營銷參與者建立共同愿景,與城市營銷參與者制定營銷戰(zhàn)略,實施城市營銷戰(zhàn)略等；2、政府在城市營銷中應(yīng)該扮演好協(xié)調(diào)者角色,該角色職責(zé)包括協(xié)調(diào)各方力量,利用和分配各種資源,收集和傳遞相關(guān)信息,與其他城市政府進行談判合作等；3、政府在城市營銷中應(yīng)該扮演好控制者角色,該角色職責(zé)包括監(jiān)控城市營銷戰(zhàn)略的實施效果,監(jiān)控城市發(fā)展危機,確保城市營銷的合法性和效率等；4、政府在城市應(yīng)該中還應(yīng)該扮演好創(chuàng)新者角色,這要求政府要具有企業(yè)家精神,善于充分發(fā)掘和利用城市營銷的機會和資源,另外,政府還要根據(jù)時代發(fā)展要求,改善心智模式,建立起“顧客是上帝”、價值互換和服務(wù)意識等心智模式。
[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.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：D035.5

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本文編號：1475546