城市營銷理念指導下的城市發(fā)展戰(zhàn)略規(guī)劃研究
發(fā)布時間：2019-03-23 16:02
【摘要】：隨著全球化的不斷深入,國家和區(qū)域的發(fā)展條件不斷平坦化,導致物質(zhì)條件在更為廣泛的范圍內(nèi)流通,城市在獲得更高的平臺的同時面臨更為激烈的市場競爭。并且在當前全球性的巨大的經(jīng)濟、社會轉(zhuǎn)型的環(huán)境之下,城市的發(fā)展受到外部條件變化的影響更為加劇,因此,城市需要隨時準備應對市場的變化,尋找自身的定位,制定相關戰(zhàn)略。 而國內(nèi)的發(fā)展也經(jīng)歷了重要的轉(zhuǎn)型重構,國家區(qū)域戰(zhàn)略的不斷出臺,亟待在區(qū)域內(nèi)的進一步規(guī)劃中落實。在這樣的國家轉(zhuǎn)型期中,東部與中西部的互動加速,城市內(nèi)外各種發(fā)展要素的流動、演變、組合與作用對城市管理與經(jīng)營方向形成重大的影響。產(chǎn)業(yè)發(fā)展動力、消費需求變化、城市功能演進以及以人為本和可持續(xù)發(fā)展的理念使城市空間發(fā)展出現(xiàn)了新變化。 同時我國城市規(guī)劃體系從自上而下的計劃導向走向自下而上的市場導向,在規(guī)劃過程中也需要更多地從外部環(huán)境出發(fā)來識別城市所處的環(huán)境,并加強對規(guī)劃實施性的研究。戰(zhàn)略規(guī)劃作為一種更為適應性和實施性較強的規(guī)劃類型,在當前規(guī)劃編制體系中也較為開放,借助這個平臺可以為規(guī)劃體系轉(zhuǎn)型做鋪墊。而當前眾多城市通過進行城市營銷活動增強自己在市場中的影響力,特別是借由城市空間開發(fā)的新機遇,增加城市眼球度提升市場占有度,給城市經(jīng)營帶來了新手段。因此筆者從城市營銷與戰(zhàn)略規(guī)劃兩者的研究出發(fā),希望從城市營銷中,探討其內(nèi)容中的有關目標市場、競爭對手等方面的研究,從而提出了營銷為導向的戰(zhàn)略規(guī)劃的編制框架,并通過滁州市的戰(zhàn)略規(guī)劃編制進行實證。 本文章節(jié)安排如下： 第一章為緒論。闡述本研究的背景、研究意義、研究主要思路與方法等,對整個研究的準備和研究路線設計。 第二章分別對城市營銷和城市發(fā)展戰(zhàn)略規(guī)劃的相關研究進展進行綜述�？偨Y了市場營銷、城市營銷與戰(zhàn)略規(guī)劃研究的發(fā)展歷程,以及兩者之間已有的結合研究。 第三章就城市營銷與城市發(fā)展戰(zhàn)略規(guī)劃的關系進行剖析。通過對城市營銷和戰(zhàn)略規(guī)劃兩者體系的剖析,總結兩者之間的個性和共性,探討兩者問相互借鑒的可能,得出結合城市營銷的戰(zhàn)略規(guī)劃應關注的內(nèi)容。 第四章基于分析構建營銷型戰(zhàn)略規(guī)劃研究框架。從宏觀分析到基礎分析,由營銷的市場需求研究角度出發(fā),展開具體戰(zhàn)略研究和營銷手段探討,提出營銷型戰(zhàn)略規(guī)劃的整體流程。 第五章以滁州市為例進行實例研究。 第六章對本文的研究主要結論進行總結,并對研究中存在的問題和值得研究的方向和問題作展望。
[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.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.27;TU984
本文編號：2445992
[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.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.27;TU984
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