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论文编号：	4848
作者编号：	2120102642
上传时间：	2012/12/12 14:31:13
中文题目：	基于政府视角的天津空港经济区区域营销策略研究
英文题目：	Study of Tianjin Airport Economic Area Marketing Strategy Based upon the Governmental Angle of View
指导老师：	刘建华
中文关键字：	区域营销 空港经济区 营销策略
英文关键字：	Area marketing, Airport Economic Area, marketing strategy
中文摘要：	城市，是人类社会人口、经济、政治和文化高度聚集的多层次社会物质动态系统，是社会文明进步的结晶。当前，在新技术和全球经济一体化的推动下，城市发展加速，生产要素流动加快，城市间的经济、人才、知识、社会、文化等资源竞争加剧，特别是在全球金融危机为背景下，城市营销越来越成为激发城市活力、促进城市发展、创造城市价值和满足城市顾客和社会需求的重要手段。而行政区域或功能区域作为城市的载体，在城市营销中则起到了主导作用。区域营销的方向，甚至决定了整个城市的产业发展方向和功能定位。区域营销或城市营销的主体有政府机关、公共机构、企业和居民。其中，政府是区域营销主体的关键。政府既是国家的代表，也是全民的代表：既是城市或地方区域经营活动的组织者、指挥者，也是区域生产、生活、工作环境和条件的提供者。本课题立足于天津空港经济区基本区情，从政府这个城市营销主体来研究和探讨空港经济区区域营销策略，旨在进一步理清区域营销的思路，发挥区域政府即空港经济区管委会的作用，科学开展区域营销活动，从而提高区域竞争力，获取区域竞争优势，促进区域经济全面协调可持续性发展。笔者通过深入学习市场营销学、城市营销学、政府营销学及相关文献，引用经济学、管理学等理论，综合运用系统分析方法、理论研究与实际相结合的分析方法，深入剖析空港经济区区域营销策略中存在的问题，提出了有针对性的组合策略建议。论文研究的主要内容分为六个部分：第一章，介绍本课题的研究背景、国内外研究概况、研究意义、思路方法和内涵，明晰政府营销的意义，介绍区域营销要素和组合策略理论，以及阐述政府在区域营销中的地位作用；第二章，对相关理论进行回顾，并简要介绍了文章的分析方法；第三章，对空港经济区进行环境分析、SWOT分析以及五力模型分析。第四章，着重从区域定位、区域建设与管理、以及区域的组合营销策略进行了分析。第五章，阐述了空港经济区营销组合策略的实施与保障。第六章对全文进行了总结，并对空港经济区的营销策略进行展望。
英文摘要：	City is a physical maneuvering system which combines population, economy, politics and culture. The system contains many levels of society physical matters. Currently, with the development of new technology and globalization, the development of cities and the flow of production elements run much faster than ever. The competition of economy, talents, knowledge, society and culture is becoming more excitedly. Under the background of global economic crisis, city marketing becomes a key method to promote city development, produce city value and satisfy customer and society demands. Therefore, functional area or political area play a leading role as the supporter of the city. The direction of city marketing leads the positioning and function of the whole city’s industry development. The main parts of area marketing include political government, public affairs, enterprises and citizens. Among those, the local government is the key role of the marketing. Government represents the country, citizen, and also is the commander and director of local business activities. Besides, government also provides the environment and condition support for production, living and working. This article is based upon the basic area conditions, mainly to discuss the strategy of area marketing of Tianjin Airport Economic Area. The article tries to help local government clarify the marketing thoughts, plays an active role and launch scientific area marketing. The writer deeply study marketing, city marketing, government marketing and relative articles and raises advises specially to analyze the problems of the area marketing of Tianjin Airport Economic Area . The article is consisted of six parts. Part one, introduce the background of research, the general situation of domestic and global research of area marketing, the thoughts, methods and connotation. Part two introduces the way of analyze of this article, and introduce the relative theories. Part three analyze the current situation of Tianjin Airport Economic Area via SWOT and PEST. Part for mainly discuss the area positioning, area constructing and management and analyze how to launch complicated marketing strategy. Part five introduces the implement and guarantee of complicated marketing strategy of Tianjin Airport Economic Area. Part six summarizes the whole article and look into the distance of Tianjin Airport Economic Area (TAEA)’s marketing strategy. Key words: Area marketing, Airport Economic Area, marketing strategy
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