黄石市城市营销战略与策略研究  

On City Marketing Strategy of Huangshi

作　　者：李德雄[1] 夏恩德[1] 刘磁滋[1] 

机构地区：[1]黄石理工学院经济与管理学院,湖北黄石435003

出　　处：《黄石理工学院学报（人文社科版）》2010年第6期14-18,共5页Journal of Huangshi Institute of Technology:Humanities and Social Sciences

基　　金：湖北省教育厅社科研究重点项目"鄂东南融入武汉经济圈的产业发展研究"(项目编号:2005Z200);黄石理工学院院级研究项目"价值导向的城市营销研究--以黄石为例"(项目编号:09yjr74B)

摘　　要：文章探讨了黄石的城市营销战略,对黄石的城市定位、城市品牌及形象进行了设计,主张将黄石打造成轻工业发达、制造业闻名的宜业城市,打造成商贸、物流繁荣的宜商城市和山水园林俱备、生态友好协调的宜居、宜游城市。根据这个定位,黄石应努力打造三种类型的城市品牌:经济型城市品牌,重点围绕名企、名品展开;旅游型城市品牌,重点围绕原生态景观和历史人文景观展开;文化型城市品牌,重点围绕矿冶文化展开,最终塑造黄石"矿冶之都"、"轻工之花"、"江南明珠"的城市形象。为保证黄石的城市营销效果,从策略上要开展内部营销、全员营销、整合营销、持续营销和网络营销。This paper discusses Huangshi＇s city marketing strategy and puts forward the city marketing strategy and the city positioning as well as the city brand,which holds that Huangshi work towards the goal of being a city with competitive light industry and advanced manufactury,a prosporous business city with efficient logistics,and a livable city with eco-friendly and landscape garden.To follow the city＇s positioning,Huansghi should strive to cultivate three city brands-a city brand for economy which focuses on the famous enterprises and products,a city brand for tourism which give prominence to the original ecological landscape and the humanity landscape,and a city brand for culture which lay stress on the mining and metallurgy history,so as to shape the city as ＂The Mining Capital＂,＂Flower of Light Industry＂,and＂ A Pearl of South Yangze ＂.In order to advertise the city efficiently,the city should carry out these strategies such as internal marketing,integrated marketing,sustainable marketing and network marketing.

关 键 词：黄石 城市营销 战略 策略 

分 类 号：F713.50[经济管理—市场营销]