摘要
文章论述了城市营销的公共性价值取向以及城市营销公共性价值的缺失,指出城市政府需要以公共利益作为营销的出发点和归宿,对其做出制度安排,构建城市营销公共性价值实现机制;强化城市营销观念,树立全面系统的城市营销观;突出政府在城市营销中的主导地位,提高政府营销能力;充分运用营销策略组合,增强城市营销灵活性;从多元化角度重视城市营销主体的选择,提高城市营销效益;城市营销需要以提升城市核心竞争力为战略方向。
This article discussed the value orientation of city marketing and publicity of city marketing, public value, after that, we think that the city government must take the public interests as the starting point and end-result of marketing, and make its institutional arrangements , establish public value realization mechanism of urban marketing as follows ： to reinforce the concept of city marketing in order to setting up the city＇s comprehensive system of city marketing; to highlight the government＇s leading role in city marketing in order to improving capacity of government marketing; to make full use of marketing strategy combinations, and enhance the flexibility of city marketing;to subject choice From the perspective of city marketing value diversity , and improve the urban marketing benefit ; need to upgrade the core competitiveness as a strategic direction for city marketing,and so on.
出处
《南京财经大学学报》
2010年第4期73-79,共7页
Journal of Nanjing University of Finance and Economics
关键词
城市营销
公共性价值
城市营销策略
城市核心竞争力
city marketing
public value
city marketing strategies
the urban core competitiveness
作者简介
陈柳钦（1969-），男，湖南邵东县人，天津社会科学院城市经济研究所研究员，研究方向为产业经济和城市经济。
