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论文编号：	3541
作者编号：	2220100734
上传时间：	2011/10/15 15:13:21
中文题目：	山东寿光市城市营销对策研究
英文题目：	Shandong ShouGuang city marketing countermeasures
指导老师：	韩德昌
中文关键字：	关键词：城市营销 寿光市 政府营销能力
英文关键字：	Keywords：City marketing ShouGuang Government marketing ability
中文摘要：	作者分析了城市营销的发展过程以及城市营销各要素，借鉴学习世界上其他城市的经典营销手段和营销案例，结合我国当前的城市营销能力和发展现状，以寿光市为例进行了综合、详细的分析。根据寿光市的区位优势和文化历史特色，指出了寿光市进一步发展过程中本身的优势条件和存在的不利因素，提出了解决这些不利因素和问题的方法，并为促进和提高寿光的城市营销发展策略和手段提出了自己的意见和建议。寿光市在城市营销方面存在的不足之处有：缺乏系统完备的城市规划设计蓝图；片面追求经济效益，忽略城市的全面、和谐发展；旅游资源优势开发不足；对科技和人才孵化基地的关注度不够等问题。在实际操作过程中，城市政府部门要着力解决以下几个方面的问题：转变执政理念，立足于服务城市发展，以顾客满意为导向，最大限度地使顾客满意，是提高政府营销能力的必要手段。提高自身的营销品位和战略高度，把城市的品位和战略开发高度定位在国际化的位置。在规划和配置城市资源，设计城市未来发展蓝图的时候应该把眼光放长远，站在更高的层次去展望城市发展的前景。强化和及时更新城市营销观念，改进城市政府参与方式，重新塑造和提升城市政府的形象。现在，寿光开始进入新的快速发展阶段，我们有信心按照科学发展观的要求，围绕建设“城乡一体、均衡寿光”的总体目标，增强城市营销能力，全力推进经济社会又好又快发展，将寿光打造成具有国际水准的现代化都市。
英文摘要：	The author analyzes the city marketing of the development process and the elements of city marketing, profits from the study of the world other cities classic marketing methods and marketing case, with China's current city marketing ability and the developing situation, for example by ShouGuangShi conducted a comprehensive and detailed analysis of. According to ShouGuangShi location advantage and cultural historical features ShouGuangShi further development, points out the advantages of itself in the process and the existing unfavorable factors, and puts forward some solutions to these unfavorable factors and problems of the methods, and to promote and improve the city marketing shouguang development strategy and the method proposed his own opinions and Suggestions. ShouGuangShi in city marketing the insufficiencies in have: lack of system complete urban planning design blueprint; Unilateral pursue economic benefit, ignore the comprehensive, harmonious development city; Tourism resource advantage development shortage; Science and technology and talents to the attention of incubation bases and insufficient problems. In the actual operation process, the city government departments should strive to resolve the following several problems: the convert administrative notion, based on service in urban development, take customer satisfaction as the guidance, utmost ground so that customer satisfaction, is to improve the government marketing ability necessary means. Improve their marketing grade and strategic height, the urban grade and strategic development height in international position. Location In planning and distribution of urban resources, design the future urban development blueprint should look put long-term, standing on a higher level look to the urban development prospects. Strengthen and update city marketing concepts, improve the urban government participation way, to create and enhance the city government's image. Now, shouguang began to enter a new stage of rapid growth in accordance with construction, we have the confidence and integrated, the overall target of balanced shouguang ", strengthen urban marketing ability, spare no efforts to promote the sound and rapid eco-social development, will be making the shouguang of world-class modern metropolis.
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