徐家汇城市副中心营销战略研究

上海交通大学硕士学位论文徐家汇城市副中心营销战略研究姓名：符湘林申请学位级别：硕士专业：工商管理指导教师：宣国良20080113PESTSWOT,,,,LOGOTHERESEARCHOFXUJIAHUISUB-CBDFORMARKETINGSTATEGYABSTRACTCitymarketinghasbecomeamoreandmorepopularsubjectinrecentyears,whichusedtheprincipleofmarketingtodesignthecityproduct,toprogramthecitybranchingandpromotion,andtoaddthecitypublicvalue.WiththerapiddevelopmentofChinesecities,itoccursthesituationthat“differentcitieswiththesameface”.Thepurposeofthesubjectistousethetheoryofcitymarketingtoguidethedevelopmentofthecityordistricttorealizethemisplacement(dislocation)competition.Theguideofthethesisistheprincipleofcitymarketing,andtheresearchtargetistherisingsharplycentrebusinessdistrict---Xujiahui.Atthebeginning,thethesislooksbackthedevelopmentexperienceofXujiahuiThen,makeabriefgeneralizationandintroductionofthecitymarketingprinciple.Fromthechapterfour,thethesisanalyzestheadvantageanddisadvantageofselfresources,andtheinternalandexternalenvironment,comparesthecompetitionenvironmentofXujiahui’sfuturedevelopment.Basedonit,IraisethemarketingstrategyofXujiahui,includingthetarget,thecityvisualorientation,brandinvestigation,producttactic,branchtactic,andsoon.Also,ImakearesearchonthecontroloftheXujiahuimarketingprocessandtheevaluationofthemarketingimpact.Thethesisadoptsthecaseanalysis,compareinvestigation,specialtopicreport,andactualproveinvestigationtoresearchandanalyze,whichbuildsaframefromthetheorytopracticeandfromthepracticebacktothetheory.AstheauthorhasalongserviceexperienceforXujiahuiboroughgovernment,Ifullyunderstandtheresearchtarget.Therefore,thedatabaseusedhereistrue,reliable,andeffective.Alltheachievementsareeyeable.Inaword,thecharacterofthisthesisisthecombinationofpracticabilityandtheoretics.KEYWORDS:Xujiahui,citymarketing,cityproduct,citybrandMBA111.19010WTO1.2351.31.3.11MBA2231.3.2MBA3MBA4FIGURE1XuJiahuiCatholicismChurchFIGURE2XuGuangqiGraveyardsMBA5FIGURE3NowadaysofXuJiahuiTABLE1TheBasicSituationofShoppingMallsinXuJiahui()//199916130,0004-619981534,5002.5-3.519931830,0002-3.219901632,0001.5-319981890,5001.8-2.5317,0003.64MBA6///124,0005175%0.8~1.5/43,0002667%0.85/45,0004069%0.7~0.8/24,2003078%0.8/45,0003273%0.7~0.925,00064,8003270%0.727,00034,0002869%0.7827,00038,0000.85MBA7FIGURE5XuJiahuiistheImportPassagewayintheSouth-westofShanghaiMBA833.175190015%195030%200048%200266037%50%3.23.2.1citymarketing16216320057348349MBA91.a.b.2.a.b.c.d.e.f.3.a.b.c.4.ab199918kotleretal.19932417320057108MBA105FIGURE5TheWholeProcessOfCityMarketingManagement1SWOT2343.2.220302090KotlerAshworth(Voogd)2090175176MBA113.2.3citysellingcitymarking3.2.44PPProductPricePlacePromotion3.2.51.20057138MBA122.3.2.61.“”“”(InspiringCapital)(inspiringcapital)——Forth(ForthRailBridge)(Arthur’sSeat)(nation'ssaltire)(VIS)6FIGURE6Edinburgh’sCityDesignLogo2.MBA13LOGO7FIGURE7HongKongFlyDragonLogo3.8FIGURE8ChongqinCityLogo9FIGURE9HangzhouCityLogo(Spare)1992MBA143.2.7MBA1544.1PEST4.1.181999-20204.1.2GDP700094.1.3892006MBA1610FIGURE10TheEconomicGuidelineOfShanghai4.1.420804.2SWOT4.2.1-5%0%5%10%15%20%25%30%35%200020012002200320042005GDPCPI-5%0%5%10%15%20%25%30%35%200020012002200320042005GDPCPIMBA176713.262.920101349114315427244505673293601911320105011FIGURE11XuJiahuiwillBecomethePivotofShanghaiOrbitTransportationintheFutureMBA1832007-2008TABLE3ShanghaiGrandStage2007-2008ShowSchedules(Partly)20072007-11-30()19:30:00180,280,380,480,780,980,1280,158020072007-12-8()19:30:00150,300,480,680,8802007-12-15()19:30:00100,180,280,380,480,680,880,128020072007-12-24()19:30:00100,200,300,380,480,680,1080,158020072007-12-31()19:30:00150,280,380,680,880,128020082008-1-1()19:30:00120,180,280,380,580,880,1280,2008-2008-1-22008-1-380,180,280,480,680,880VITAS20082008-2-2()19:30:00200,400,600,800,1000,1280,1680MBA19930221144TABLE4TheListofSyntheticallyUniversitiesandSpecializedCollegesinXuJiahuiRegion119562203342271-2277522306187502814591355TABLE5TheListofElementarySchoolsandHighSchoolsinXuJiahuiRegion12002100350414951464677998112917010231118114.2.2MBA200.9892F3810121165%21%14%4.2.3200820101.20071020072006/20071811MBA2111.1%0.66126%CBD16%12131214FIGURE12TheDistributionofShanghaiALevelOfficeBuildings1315FIGURE13TheMarketSituationofShanghaiALevelOfficeBuildings12200713142007152007010203040506019971998199920002001200220032004200520060%10%20%30%40%50%60%010203040506019971998199920002001200220032004200520060%10%20%30%40%50%60%MBA222.4.2.412010102410204081016241014201010202.29301.820105651716172005“”MBA2314FIGURE14TheRentCompareofShoppingMallsinDifferentBusinessCentersinShanghai4.34.3.111.4625%365023200648.92%31.35%9.86%5.41%020406080100120140160//020406080100120140160//MBA244.46%1844.3.21WTO20062195.9770.6%936084.576.2%1922006222620.9%57.0520222355202130610.0877427.0676.8%20825.9820.66%25602.54%7.746.38%19.94%18.58%8.05%7.05%83792.55013510628.3%100816426.56%100013862.5%1046823.5246.45%4.3.31182007192006202006212007MBA253162494873112856.3%12%2234060234.44.4.11992240()30%1.2528203019999202.()2930222007232007MBA26722243.2100944024.3.79090185.1418802618(10.8)(MBA27)6.90495.3907.1987()601499030()50%6TABLE6Shangha