基于AHP-SWOT模型的成都城市营销研究

Research on City Marketing of Chengdu Based on AHP-SWOT Model

随着中国城市化的稳步推进,城市间因资源争夺而引起城市营销主体对城市营销实践的重视,成都也是较早开始实施城市营销战略的城市之一。然而,成都城市营销实践中却存在着定位模糊、战略目标与自身资源供给不平衡等困境。基于AHP-SWOT模型,得出成都应采取发挥自身优势和规避外部威胁的进取型战略,即:促进旅游产业与相关产业协同发展;识别比较优势,延伸产业链和附加值;打造成渝产业集群。

Along with the steady progress of urbanization in China, the competition for resources among cities has aroused the attention of urban marketing subjects about urban marketing practice. Chengdu is also one of the cities that started to implement urban marketing strategy earlier. However, there are some difficulties in Chengdus urban marketing practice, such as fuzzy positioning, strategic objectives and unmatched supply of its own resources. Based on AHP-SWOT model, this paper argues that aggressive strategies and countermeasures should be adopted to give full play to its own advantages and avoid external threats, namely promoting the coor-dinated development of tourism industry and related industries, identifying comparative advantages and exten-ding the industrial chain and added value and building Chengdu-Chongqing industrial cluster.