城市营销理论研究的最新进展及其启示

在我国,城市营销是一个越来越热门的话题,而相关的理论研究却严重滞后。国外学者对城市营销已进行了大量出色的研究。在长期收集、跟踪国外相关研究文献的基础上,本文就营销研究的起源与发展、城市营销的研究类型与学理路径以及城市营销研究的主要内容——包括城市营销概念的内涵、城市营销的目标、城市营销的战略规划及战略要素、城市营销组合等方面的内容,对国外相关理论研究进行了概要的总结和介绍,并对其贡献和不足加以评述,以期为我国的城市营销理论研究及营销实践提供有价值的参考和借鉴。

The New Development of the Research on City Marketing

Though ignored in academic literature,city marketing is one of the increasingly hot topics in China.However,a great progress on the subject has been made by the overseas scholars.This paper gives a literature review on the city marketing theory and focuses on the origin and development of the studies,the types and academic approaches,and its contents including the definition,the target,the strategic planning and strategic elements,and the mix of the city marketing,etc.At last,it makes some comments on the contributions of and problems in the existing literature of the studies,then prophets its trends to lay a foundation to such studies in China,and presents valuable implications to practice.