区域经济发展与都市行销规划（PDF 113页）

(UrbanMarketing)””(StrategicPlanning)(Delphi)KolterKolter**AbstractUrbandevelopmentwouldbehaltedwiththeover-concernedofmateriallife,therisingunemployment,theincreaseincrimerate,thedeteriorationoflivingstandards,thedecreaseinpopulation,thedeficiencyoftaxrevenue,andthedifficultyofindustrialchange.Thesustainabledevelopmentofacitywouldbealsoendangered.Urbandevelopmentworldnotmove.Thesustainabledevelopmentofacitywouldbealsoendangered.Tosuccessfullydealwiththeseproblemsandgainthenew-vitalityforthecity,besidestherenovationofhardwareandfacilities,solicitinginvestment,upgradingindustry,andreorganizationofurbanappearanceallareverysignificantstrategiesforthecitytosurviveandthrive.However,toacity,itisnecessarytointroduceinnovationsinthewaythatsustainabledevelopmentisdone.Theapplicationofthetheoryandconceptofurbanmarketingisarevolutionoftheconceptofurbanmanagement.Marketingisoriginallythepartofbusinessinwhichisconcernedwiththewayinwhichaproductissold.Theapplicationofmarketingtechniquestourbandevelopmentwouldcoverawiderrangeofcityselling.Ithelpstorevivevitalityofcitiesthroughthemarketingmanagementofurbantangibleandintangiblevalue.Generallyspeaking,withtheincreaseinvitalityofindustryandtherivaloftheeconomy,urbancanbecomeactiveagain.However,theseareonlyrigiddevelopments.Toguaranteethesustainabledevelopmentforacity,itisnecessarytopropagatetheideaofmarketing,andbuildupthecultureofcitizens.IthasbeenovertwentyyearssincethereformationandliberalizationinMainlandChina.Indeed,thereformationandliberalizationhasresultedinavividprogressionforthewholecountry,especiallyintheeconomicalachievementofthealongshorecities.Itissomethinglikeahugemagnet,attractingcapitalfromallovertheworld.TheinvestmentsofTaiwanmerchantsinMainlandChinahavebeenseenoneafteranother.Evenso,inChinese,thereisstillnotenoughsystematicresearchofurbanmarketingdonebythegovernmentortheacademicsystem.Furthermore,theeconomicalandtradingdevelopmentdiscussedinChinahasalwaysbeenmoreconcentratedonthesouthernpartthanonthenorthernpartofChina.Infact,theroleofeconomicalpowerofthedistrictaroundPo-SeahasbeensignificantduringmodernhistoryofChina.Fromlocaleconomicalpointofview,DalianisthemostimportantcityintheareaofnorthernChina.ThepatternofitsdevelopmentisdifferentfromthoseofotheralongshorecitiesinthesouthernChinawheretheeconomyandsocietysystemhasbeenreformedandliberalized.Theleaderofthecitygovernmentpossessesveryclearrulesforadministration.Thecharacteristicofinfrastructureofthecity,plusachievementsofvarioussolicitinginvestment,haspossessedthebasicelementsofurbanmarketing.AccordingtotheresultofcheckingthestrategyandpolicyofDalianurbanmarketingbyusingtheoryofstrategicplanningandmeasuringtheactualachievementofitsurbanmarketingbythemethodofDelphi,itisdiscoveredthatDalian’surbanmarketingstrategy”notforthebiggestbutforthebest”,isveryaccurate.Ithasbecomethecommonvalueoftheresidentsregardingtheircity;therefore,bothofthedefiningurbanappearanceandtheinternationalcostumefestivalcanbeacceptedbythepublic.PeoplealsohighlyaccepttheroleofDalianasaharborcity.Nevertheless,thecitygovernmenthasnowaytosatisfywhatpeopleneedaboutthispoint.Anotherimportantpointdiscoveredinthisresearchisthattheculturedeficiencyhasanegativeeffectonthecitydevelopment,althoughDalianobtainedverysignificantachievementinsolicitinginvestmentandupgradingindustry.ItisanobviousproblemthatDalianismuchmoreconcentratedoneconomyandlessonculturaldevelopmentduringtheprocessofurbanconstruction.Tosolvetheproblemofurbandevelopmentnotmoving,Kotler,themasticofmarketing,proposesthetheoryofurbanmarketing,whichhasbeenprovenworkwellinmanyEuropeancountries.ButitisthefirsttimetoexamineMainlandChina’surbandevelopmentbyusingurbanmarketingtheory.Basedonthetheoryandrealcasestudy,ithasbeenproventhatthereorganizationanddevelopmentofeconomycanreducethebarrierofthedifferentpoliticalsystem.Furthermore,italsorichesandstrengthensincontentsofKotler’surbanmarketingtheory.KeywordsLocalEconomy,UrbanMarketing,StrategicPlanning,Delphi,Public-privatePartnership179131525301992---354151576469--(Delphi)74757682115119()119()1211241271351431531631-1122-1173-1421-131-2GDP32-1132-2193-1323-2333-3333-4(1990)353-5403-6443-7493-8(1998)503-91993524-1(1998)584-21999615-1765-2775-3785-4785-5795-6805-7805-8815-9815-10825-11835-12845-13865-14875-15895-16895-17905-18915-19925-20935-21945-22955-23965-24975-25985-26995-27995-281005-291015-301015-311025-321035-331045-341055-351065-361075-371075-381085-391095-401105-41111197819841991.35199619991988181996199519.1%18.2%19901994GDP20%1-1199512.419.117.116.713.816.14.8199212.919.018.812.315.416.35.5199013.919.220.69.614.616.55.61999p.65---------UrbanMarketing199292199892619921.3415.2%20861999199211992199918819921978543264()()UrbanImage2000197819921992199212345620006631992DelphiStrategicPlanningPublic-PrivatePartnership()()()MarketingPromotionPproductpriceplacepromotionLevitt1960WilliamJ.Stanton1975Pride&Ferrell1985exchangeAMA1985Richard1986McCarthy&Perrell1987Hansen1992PeterF.DruckerDrucker1998p.77PhilipKotler.4KotlerPlaceKotlerKotlerKotlerPla