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论文编号：	2360
作者编号：	2120082147
上传时间：	2010/6/9 21:02:31
中文题目：	顾客导向的城市整合营销传播研究
英文题目：	Study on City Integrated Marketing Communications: A Customer Oriented Perspective
指导老师：	白长虹
中文关键字：	城市营销,整合营销传播,顾客导向
英文关键字：	City Marketing,Integrated Marketing Communications,Customer Orientation
中文摘要：	随着全球一体化和城市化进程的加剧，城市之间的竞争也进入白热化。20世纪九十年代，“城市营销”的观念从欧美引入我国，并迅速得到城市经营者与学者的热烈响应，一时间全国掀起“城市营销热”。然而，我国城市营销无论理论或实践，都还比较片面与肤浅。对于城市营销的重要组成——城市营销传播的研究，也往往局限于城市形象建设，甚至广告宣传等单一的营销手段。 美国西北大学舒尔兹教授提出的整合营销传播是欧美90年代以顾客为导向的营销理念在传播领域的具体体现。本文试图运用顾客导向的视角，将整合营销传播理论应用于城市营销领域，初步构建出城市整合营销传播的理论框架，并结合案例提出具体实施建议，以更好的指导我国城市营销传播的实践。 论文的第一章，主要介绍论文的选题背景和研究意义，阐明本文的研究内容架构以及创新之处。 论文的第二章是理论回顾和模型的提出，本文在回顾了城市营销、整合营销传播与顾客导向的营销观念理论的国内外研究成果的基础上，提出了“顾客视角的城市整合营销传播模型”。 论文的第三章对该模型的第一大要素，城市整合营销传播的战略定位进行了具体的展开分析。探讨了城市营销传播的顾客识别与需求分析，并在此基础上探讨的城市营销目标市场的选择与城市营销传播的定位。 论文的第四章，本文进一步探讨了该模型的第二大要素，城市整合营销传播的组合策略及保障因素。 论文的第五章是案例分析，通过对芬兰城市图尔库的营销传播实践进行分析梳理，以佐证本文研究成果，同时通过案例研究总结，以更好地指导中国城市整合营销传播实践。
英文摘要：	With the increasing trend of globalization and urbanization, the competitions among cities reach its climax. The concept of City Marketing was introduced in China from west in the 1990s, and immediately received enthusiastic responses from city operators as well as academics. City marketing becomes a nationwide hot topic. Nevertheless, the practices and researches on it are partial and superficial. The study of communications, an important part of city marketing, is also limited, and only focuses on city image and promotion methods. Integrated Marketing Communications (IMC) was advanced by Schulz at Northwestern University, USA. It embodies the customer-oriented marketing concept and communication theories. This paper tries to apply IMC theory to city marketing, and put forward the initial theoretical frame of Customer-oriented City Integrated Marketing Communications. Moreover，the case study is conducted to give more practical advices for Chinese cities. The 1st chapter introduces the research background, significance, innovative points and research methods of this paper. The 2nd chapter reviews the relevant literature home and abroad on several subjects, such as city marketing, IMC and customer orientation concept. Then the model of “Customer-oriented City Integrated Marketing Communications” is put forward on the literature basis. The 3rd chapter analyzes in depth the Strategic Positioning of City IMC which is the first factor of the theoretical model. It discusses the city customer identification and demand analysis. Furthermore, the paper elaborates the market targeting and positioning of city marketing communications. The 4th chapter discusses the communication mix of City IMC, which is the second factor of the theoretical model. It introduces various city communication methods, their integration, and measures that ensure its success. The 5th chapter is case study. This part aims to test and versify the research findings through analyzing the marketing communication practices of Turku, a large city of Finland. Also, it tries to summarize the experience and lessons for city IMC in order to instruct Chinese cities’ practices.
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