城市营销路径:基于澳门的实践分析

Urban Marketing Way—Analysis based on Practice in Macao

随着全球经济的快速发展,城市之间的竞争日益激烈。城市营销在提升城市竞争力与知名度等方面有着重要的作用,成为各地政府城市管理的利器。澳门作为典型的以博彩业为支柱的外向型城市,其地理与经济区位优势不突出。随着近年来博彩业地位的不断下降,在内外环境变化的压力下,如何树立澳门的目的地形象,进行城市营销具有重要的实践意义。本文运用参与式观察的方法,对澳门城市营销的措施、现状及存在的问题进行深入的观察与分析,归纳出:基于多利益相关者影响下的政府主导、基于文化挖掘的节事活动策划、基于传播的网络设计是目前城市营销的重要路径,相互促进共同完成城市营销,试图为我国其他地方城市营销提供借鉴,为相关部门制定政策和规划提供参考。

The paper argues that the urban marketing plays an important role in promoting the city＇s competitivepower and popularity, which has become a tool for city governors in their city administration. Macao, as an em-blematical extravert type of city mainly in gambling, has no advantages in its geographical position and economicresources. With the declining of gambling in recent years, Macao is facing a great pressure and challenge in itsdevelopment. How to build its good image and how to implement the urban marketing plan has a practical signifi-cance for Macao. The author of the paper applies participating and observing method to investigate Macao＇s urbanmarketing measures, status and existing problems. It is concluded that the important way to the urban marketingis such implementation as government-guiding, activity-organizing based on local cultural character, and net-work designing based on rapid transmission.