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论文编号：	2773
作者编号：	2120082238
上传时间：	2010/11/30 9:48:51
中文题目：	城市发展中的政府营销战略研究——基于天津的实践考察
英文题目：	Research on government marketing strategy in urban development——based on practical survey of Tianjin
指导老师：	韩德昌
中文关键字：	政府营销;城市发展;战略定位;营销策略
英文关键字：	government marketing; urban development; strategic orientation;marketing strategy
中文摘要：	新世纪以来，新经济和全球化使经济主体之间的竞争空前激烈而广泛，城市开始摆脱国家的“束缚”，走向直接参与全球经济的前台，并逐渐成为国家经济增长的发动机、以及竞争力和活力的重要来源。天津作为我国四个直辖市之一，常常被人们与北京、上海来等同比较；而作为沿海开放城市，又被与深圳、广州放在同一天平上衡量。但与这些龙头城市定位清晰不同，“天津印象”一度模糊不清，“营销天津”的理念自然无从谈起。直至2006年，天津滨海新区开发开放纳入国家总体发展战略布局后，天津的城市定位才逐渐清晰起来。同时面对复杂的国内外环境，面对激烈的城市间竞争，天津的决策者紧紧抓住滨海新区开发开放的历史性机遇，顺势而为，主动出击，以全方位的政府营销不断促进城市发展，推动经济社会发展进入了史无前例的快车道，北方经济中心的城市定位逐渐清晰。作为提升城市竞争力的有效途径，政府营销由此成为天津实现可持续发展的战略性命题。 本文试图综合运用多种研究方法，深入剖析政府营销与城市发展的内在联系，在此基础上全面考察政府营销战略实施对天津发展的促进作用，探索具有天津特色的政府营销这一全新课题。全文共六章，包括导论，主体和结论三个板块。 第一章导论，系统阐述了本文的选题背景、研究目的和意义，以及研究方法和主要内容。选题背景主要从三个方面阐述，即地理位置在企业发展和社会经济发展中发挥的作用与日俱增、建设服务型政府成为新一轮行政管理体制改革的重点和2006年滨海新区开发开放上升为国家总体发展战略。力求达到从科学的高度认识天津发展、从操作的角度探讨发展方法和从竞争的关系把握发展先机三方面现实意义。 论文主体分为四个章节，首先系统回顾了政府营销相关理论，全面梳理了国内外已有研究成果。指出政府营销理论包含在市场营销理论和公共行政理论之中，其思想核心是“以顾客为中心的政府服务理念”。随后简述了政府营销理论体系，包括政府营销的主体、内容、目的、特点以及营销模式。特别强调政府营销的目的是建立“四个好”，即好的经济、好的社会、好的政治体制以及好的政府形象。同时，从经济、社会和制度三个维度，深入分析了政府营销对城市发展的促进作用（即政府营销能够推动城市经济增长、能够有效缓解社会问题、能够提升城市软实力），构筑起全文的理论基础。从第四章开始用两章篇幅，全面考察近几年天津战略定位思路和政府营销实施过程，提出了“4Ps+3”分析框架（即产品、定价、渠道、沟通，加上观念、组织和顾客满意度），并从宏观经济社会发展角度对政府营销效果进行了评估。其中，政府营销战略的选择包括营销环境分析（即天津发展的优势、制约因素、机遇和威胁，并运用SWOT矩阵作进一步分析）、定位战略、战略目标（经济发展再上新台阶、开发开放实现新突破、人民生活达到新水平、社会和谐创造新局面、城乡建设展现新面貌和生态环境得到新提升）。政府营销战略的实施部分包括营销组合策略（产品策略、定价策略、分销渠道策略和促销策略），同时要强调说明的是天津政府营销的客体是北方经济中心、一个国际港口城市和生态城市。五年来，从经济增长到社会发展，从能源消耗到改革开放，从城市面貌到民计民生，政府营销理论中的每一个步骤、常用方法，不断出现在天津市政府的工作之中，五年的发展目标得以圆满完成，城市功能向城市定位迈进了踏实的一大步，为今后发展积累了宝贵经验、奠定了良好基础。 最后一章结论，总结了全文的主要观点，提出了创新点与下一步研究方向。文章的主要结论包括：一是政府营销与城市发展是一对联系密切的“姊妹”概念。一方面,两者都是营销理念对促进城市发展问题提出的解决方案，可谓殊途同归、源出同宗。另一方面，二者在研究角度、研究范围和产生背景方面有明显不同。二是政府营销能够有效促进城市发展。三是政府营销的战略过程是市场营销策略的科学拓展。四是天津市政府营销策略仍有进一步整合提升空间。其中包括更好的满足公众需求和欲望（即Consumer）、努力降低公众享受服务的成本（即Cost）、提高公众享受服务的便利性（即Convenience）以及以公众为中心实施有效沟通（即Communication）。创新点包括：第一，探讨政府营销的理论基础，力图有所完善。文中通过文献梳理，明确政府营销理论的基础在于市场营销学和公共行政理论的相互作用。第二，从实践的角度探讨政府营销理论的有效性，部分了回应理论界对于政府营销科学性的质疑。国内外对政府营销的研究中，没有明确的证据表明其是否能够促进城市发展，本文从经济、社会、制度三个纬度对其进行充分论述。特别是以天津政府的实践为案例，分析了政府营销对城市发展的促进作用，对认为“政府营销是一种不可持续的发展模式”的观点予以回应。第三，以政府营销的角度对天津发展的考察，本身就是一个全新的课题。未来政府营销的研究可能方向：一是进一步深挖政府营销的理论基础。二是对政府营销效应的定量研究，本文对政府营销的效果只做了粗浅的尝试，即从宏观层面对其予以评价。三是品牌管理的思想在政府营销中的运用，本文没有涉及。特别是，在目前国内城市数量多、但缺乏个性的局面下，如何运用品牌管理思想丰富政府营销内涵是十分迫切的理论问题。 关键词：政府营销；城市发展；战略定位；营销策略
英文摘要：	Since the new century, the new economy and globalization have made the competition between economic entities fierce and expansive in an unprecedented way, meanwhile cities have begun to get rid of the constraint of their nations, directly participate in the global economy and gradually become the powerhouse of the economic growth of their nations as well as important sources of competitiveness and vitality. Faced by complicated enviornment both at home and abroad and the serious inter-city competition, Tianjin policy-makers have grasped the historic opportunity that the development and opening to the outside of Binhai New Zone is included in the national overall development strategy, taken the initiative in constantly promoting urban advancement by comprehensive government marketing, pushed forward the eco-social development on an unprecedented fast track so that Tianjin’s urban orientation as the economic center in the north is becoming clear step by step. Government marketing has therefore become a strategic theme for Tianjin to realize sustainable development. This paper attempts to apply multiple research methods in a comprehensive way to make in-depth analysis on the internal relation between government marketing and urban development, based on which the promotional role of government marketing strategy on Tianjin’s development will be fully surveyed and the brand-new theme of government marketing with Tianjin characterisitcs will be explored. This paper, divided into six parts, is composed by the introduction, main part and conclusion. The introduction systematically dwells on the background, purpose of research and significance of this paper. The background is expounded in three aspects, i.e. ever-growing role of geological position in the enterprise and social-economic development, building of service-oriented government as the key of a new round administrative system reform and development and opening up of Binhai New Zone in 2006 upgraded as the national development strategy. It is attempted to realize three realistic significances, that is to understand Tianjin’s development scientifically, explore the development method operationally and grasp the development opportunity from the point of competition. The main part, comprising of four chapters, First, it systematically reviews related theories with government marketing, comprehensively analyzes research achievements already existing both at home and abroad, and points out that the theory of government marketing is contained in the theories of marketing and public administration, with its core of customer-centered government service. Then it briefly introduces the system of government marketing theory, including the main part, content, purpose, characteristics and marketing mode, especially emphasizing the purpose of government marketing is to set up three goods, i.e. good economy, good society, good political institution and good government image. After brief introduction of the theoretical system of government marketing，then makes in-depth analysis on the promotional function by government marketing on urban development (i.e. government marketing may promote urban economic growth, effectively alleviate social problems and upgrade the soft strength) in economic, social and institional dimension to lay down the theoretical foundation of this paper. in two chapters since Chapter IV, makes overall survey on the strategic orientation thought and the application course of government marketing of Tianjin, put forwards “4Ps plus 3” analysis frame (i.e. product, price, place, promotion, plus concept, organization and satisfaction), and makes evaluation of the effect of government marketing in macro eco-social development. Choices of government marketing strategy include marketing environment analysis (advantage of Tianjin’s development, restrictive element, opportunity and threat, meanwhile further analyzing by SWOT matrix), orientation strategy and strategy object (economic development up to a new stage, new breakthrough in terms of development and opening up, people’s life up to a new standard, social harmony making breakthrough, urban and rural construction taking on new look and ecological environment being upgraded). The implementation part of government marketing strategy includes marketing combination strategy (product, price, place and promoting strategies), and it is to emphasize that the object of Tianjin’s government marketing are economic center in the north, international port city and ecological city. In five years, each step and popular method in government marketing theory has constantly appeared in the work of Tianjin government from economic growth to social development, from energy consumption to reform and opening up, from urban prospect to people’s life so that the development objective has fulfilled, urban function has made solid stride towards urban orientation, accumulating precious experience and laying fine foundation for later development. The conclusion sums up the major points of view and raises innovative points and the next research direction. The major conclusions of this paper include the following part. First, government marketing and urban development are an interrelated pair of sister conceptions. On one hand, both are solutions that are brought up by marketing concept to promote urban development, which share the same objective and origins. On the other hand, the two conceptions are distinguished in terms of research angle, scope and background. Second, government marketing can effectively promote urban development. Third, the strategy course of government marketing is the scientific expansion of marketing strategy. Fourth, there is still room for improvement of Tianjin’s government marketing strategy, including better satisfying public need and desire (consumer), striving to lower the cost of service enjoyed by consumer (cost), enhancing convenience of service enjoyed by consumer (convenience) and applying effective communication centered by consumer (communication). The paper has three innovations. First, it discusses the theoretical basis of government marketing and attempts to make improvement. It, through analyzing literature, identifies the basis of government marketing theory lies in the interaction of marketing and public administration. Second, it discusses the effectiveness of government marketing theory from the point of practice and partially responds to the suspect that whether government marketing is scientific. There is no definite proof to testify government marketing may promote urban development among research in this regard both at home and abroad. This paper makes full introduction in terms of economy, society and institution, especially analyzing the conducive role by government marketing on urban development through the case of Tianjin government, replying to the view that government marketing is a non-sustainable development mode. Third, it is a brand-new theme by itself to survey the development of Tianjin from the point of government marketing. In the future, the research of government marketing may go towards the following three directions. First, it may further delve the theoretical basis of government marketing. Second, it may make quantitative research on the effect of government marketing. This paper only makes shallow attempt in this regard, i.e. commenting in macro-aspect. Third, it may research the thought of brand management in government marketing, which is not mentioned in this paper. Under the circumstance of large quantity of cities while lack of uniqueness in China, how to apply brand management to enrich the content of government marketing is an urgent theoretical problem. Key words: government marketing; urban development; strategic orientation; marketing strategy
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