现代城市营销策略探析:以福建泉州为例

Analysis of City Marketing Strategy of Quanzhou City

城市营销是形成城市竞争优势的重要途径,针对泉州内外环境所形成的优势、劣势、机遇、威胁,目前泉州市存在民营企业外迁,总部外迁、资金外流、税收外流,县域品牌和企业品牌高于城市品牌等问题。为此,应选择科学合理的城市营销策略,凸现城市特色,彰显城市竞争优势,为经济社会发展注入活力,达到全面提高泉州市竞争力的发展目的。

City marketing strategy is an important way to form city＇s competitive advantage. Through the SWOT analysis, the paper points out the problems about city marketing of Quanzhou, such as corporate relocation, the relocation of the headquarters, capital outflows, tax exodus , county brand and corporate brand are higher than urban brand. Therefore, Quanzhou city should choose a scientific and rational marketing strategy, highlight urban features , highlight urban competitive advantage and inject vitality into economic and social development in order to realize the purpose of comprehensively improving the competitiveness of Quanzhou City.