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1、试论城市营销摘要卅前，国际、国内各个城市都普遍而临着各H竞争圈内的资源争夺，在社会资源配置的城山大山场展开激烈角逐，这是社会发展阶段的必然趋势，同吋也是市场机制发挥作用的领域延伸。这么多大大小小的城市面对着有限的社会资源的再分配，必然要产生营销问题。众多城市经营者都企图借助营销这把利器，寻找城市竞争的突破口，希望自己的城市能快速脱颖而出。然而在我国，城市营销的理论和实践还处于初步发展阶段，研究提升城市营销水平的策略，对于各个城市在激烈的市场竞争处于不败之地具有重要借鉴作用。近年来，城市营销正日益成为增强城市竞争力、促进城市发展的重要战略手段。本文止是基于这个背景，在对城市营销的内涵进行界
2、定的基础丄，指出我国城市营销的发展现状及所存在的多个问题，如对城市营销的理解存在误区、营销理论的研究滞后、营销缺乏整体规划、圈地卖地盛行及城市“克隆”成风，缺乏个性等七个方面。最后基于发达国家城市营销经验及其启示的研究，本文从转变观念和职能、凸显竞争优势、发掘城市特色、打造城市品牌等四个方而研究了提升我国城市营销水平的主要策略。关键词：城市营销内涵发展现状存在问题策略ABSTRACTAtpresent,theinternationalanddomesticcitiesaregenerallyfacingtheircompetitionforresourcesinowncircle.Int
3、hefiercecompetitionofsocialresourcesofthelargestcitymarket,thisistheinevitabletrendofsocialdevelopmentstage,butalsoplaysaroleintheareasofthemarketmechanismextends.Somanylargeandsmallcitiesfacetheredistributionofsociallimitedresources,whichisboundtohavemarketingproblems.Manycitymanagersareattempti
4、ngtousethismarketingtool,tofindabreakthroughinthecitycompetition,andhopetheircitiescanquicklycometothefore.However,inourcountry,theoryandpracticeofcitymarketingisstillinthepreliminarystagesofdevelopment.Ithasanimportantroletostudythestrategies,soastoenhancethelevelofcitymarketingforvariouscitiesi
5、nthefiercemarketcompetition・Inrecentyears,citymarketingisincreasinglybecomingastrategictooltoenhancethecompetitivenessandpromoteurbandevelopment.Basedonthisbackground,thisarticledefinesthemeaningofcitymarketing,andpointsthecurrentdevelopmentofurbanmarketinginourcountryandtheexistenceofanumberofis
6、sues,suchastheerrorsintheunderstandingofcitymarketing,marketingtheorybehindtheresearch,marketinglackofoverallplanning,landenclosure,prevailedcity"clone",thelackofpersonalityandsoon.Finally,basedontheexperienceandinspirationofdevelopedcountriesandurbanmarketing,thispaperstudiesthemajorstrategiesof
7、urbanmarketingfromthefollowingfouraspects,suchasthetransformationofconceptsandfunctions,highlightingthecompetitiveadvantages,exploringthecharactersofcities,buildingthecitybrandandsoon.Keyword:UrbanmarketingMeaningCurre
