论城市营销与西安城市综合竞争力提升策略

MARKETING STRATEGY AND DEVELOPMENT OF COMPETITIVENESS IN XI'AN

城市营销与城市竞争力有着密切的联系,城市营销体现城市经营的企业家精神并带来城市竞争力发展瓶顶的突破,城市营销策略是形成城市竞争优势的重要途径。要做好城市营销,必须对市场进行考察以决定城市的政策目标与营销策略,并进行营销方式的组合设计。本文通过使用SWOT分析方法,结合城市营销的理论,对西安内外环境所形成的机会、风险、优势、劣势四个方面的情况进行分析,给出的SWOT策略矩阵表明:西安可以突破本地区域发展的限制与自身瓶颈,以达到提升城市综合竞争力,促进地区经济发展的目的。

This essay first reviewed the background of city marketing theory and its concept. Then it discussed the relationship between city marketing and city competitiveness, and the procedures of city marketing. Based on the discussion, SWOT method were used to analyze the opportunities, threats from the internal and external environment, and the strengths and weaknesses of the city Xi＇an, and some strategies for the strengthening of its competitiveness were put forward The paper concluded that the city Xi＇an can overcome the constraints of the environment and get through the bottle- neck of itself by following these strategies.