城市营销的机会分析

Research into the Opportunity Analysis of City Marketing

城市营销在近年来越来越受到国际性的关注。在制定城市营销战略的过程中,首要的任务就是要分析城市营销的机会。本文在前人研究的基础上,总结了以环境分析和市场分析为核心的城市营销机会分析框架,并进一步展开了以SWOT分析为精髓的城市营销环境分析和以顾客行为分析和市场细分为要旨的城市营销市场分析。

City marketing has been attracting more and more attentions in the world. While making city marketing strategy, the first priority is city marketing opportunity analysis. Based on the existing research results, this paper illustrates the framework of city marketing opportunity analysis, the core of which is environment analysis and market analysis. Moreover, it conducts the SWOT analysis of city marketing environment, as well as the market analysis of city marketing focusing on customer behavior and market segmentation.