First of all, it is very important to build a brand, that is, to build a city brand, so that the city is not only an administrative region, but also a huge commodity. Since 10, the urbanization of China has been growing rapidly, which is close to the average level of developing countries. With the acceleration of industrialization, the level of cities in most countries is between 30% and 70%, which is in the stage of accelerated urbanization. To build a city's "business card", we should find out its advantages and representative things, make full use of the relationship between public and private, and implement three-dimensional packaging.
Secondly, the marketing process model is used for packaging marketing. For example, let's take a look at Zibo, a big city in central Shandong, and analyze the urban marketing ideas for it. In the stage of market research, we can see the advantages of Zibo. Zibo is located in the middle of Shandong Province, a coastal economic province in the east of China. It is an industrial city with unique style around Bohai Sea in China, an open coastal city of Shandong Peninsula approved by the State Council, and a famous "porcelain capital" and "petrochemical city". It now governs five districts and three counties, with a total area of 5,938 square kilometers and a total population of 41499 million. After more than 50 years of construction and development since the founding of the People's Republic of China, especially after more than 20 years of reform and opening up, Zibo's economic strength is relatively strong. Since 1992, Zibo has been ranked among the top 50 cities in China. In recent years, the gross domestic product (GDP) has increased by more than 65,438+00% every year. In 2004, the city's regional GDP reached123.096 billion yuan.
To sum up, we can determine the general idea: to improve tourism visibility, to feature the catering industry, to attract people with culture, and to promote economic growth with commercial and industrial centers. Urban marketing is actually marketing environment, ecology and culture. Environment and taste directly determine the attractiveness of the city.
Zibo's urban layout is unique. Zhangdian, Boshan, Zichuan, Zhoucun, Linzi and Huantai counties are distributed in plum blossom shape, and the four urban areas in the east, west, north and south are about 20 kilometers away from the central city, and the urban and rural areas are interlaced and stretched to form a town group. In recent years, great changes have taken place in Zibo's economy and society, people's living standards have been continuously improved, and citizens' basic living security and various social insurance systems have been established and gradually improved. They eat in Boshan, play in Linzi and buy folk songs in Zhangdian, mainly for tourism, commerce and catering. Supplemented by education, culture, transportation, real estate and industry. This requires the local government to change the concept of industrial Zibo, which is very bold. If it changes direction, it will definitely hurt GDP growth. I think government departments should look at this issue from a strategic perspective. Our core concept is green and sustainable development. Make a fuss about sustainability in everything. Citizens in Zhangdian District once complained about noise pollution on the Internet, which is like building an airport in Zibo, which can suck one and a half bricks of dust into the lungs every year. It can be seen that the citizens are quite complaining about this.
Zibo has four business cards to build a brand, which is also the advantage of Zibo. That is Pu Songling, the former residence and creation place of the king of world's novels. The birthplace of world football-Linzi District. Linzi District, the old capital of Qi. Zichuan District of Zibo City is known as the porcelain capital of Jiangbei. The integration of these brands can completely play a beautiful combination boxing. Below, analyze the marketing ideas of each advantage one by one.
1. Pu culture
The annual World Economic Forum in Davos has made Davos a famous city, and the annual Cannes Film Festival is also a household name in Cannes ... The hosting of the Beijing Olympic Games will bring endless vitality and business opportunities to Beijing. Similarly, it is not surprising that Pu culture attracts the attention of the whole world. Pu Songling's former residence is in Zichuan District, Zibo. The annual Pu Culture Liaozhai Festival can be used for promotion and dissemination, so as to promote products and markets related to Liaozhai culture. Liaozhai Park will be expanded, and all the story scenes of the serial studio will be designed in the "city", which is guided by horror and love and attracts contemporary young people who pursue excitement and people who like serial studio culture. The key point is high playability, first stabilize the province, face the whole country and look at the world. At the same time, Zichuan District combined clothing and ceramics to create the first business card of regional culture.
2. Qi culture, ball culture
First of all, as one of the five tyrants in the Spring and Autumn Period, Qi was in its heyday, and famous politicians, intellectuals and artists such as Jiang Ziya, Guan Zhong, Yan Ying and Zuo Si were born. The promotion of Qi culture should not only market its exterior, but also its interior. On the surface, the tourism industry has the oldest Great Wall in China-Qi Great Wall, which is a big selling point. There are also martyrdom pits and chariots and horses halls that can compete with the Terracotta Warriors and Horses in Xi 'an. These are all projects that can be developed and integrated. Internal marketing is the key. The so-called internal marketing is about marketing culture and soul. How to keep tourists for a long time, or make tourists who have an outing in the city become frequent visitors, is the purpose of marketing. Qi culture is not well-known in the whole country, but it flourished in ancient times. How to reshape the image of Qi culture in the hearts of tourists? It is necessary to invest heavily. It is understood that the number of tourists in Handan increased by 20% after the TV series "Searching for Qin" sensationalized the whole country. Why not imitate Qi culture? First of all, I made an impression on people's minds by shooting a TV series focusing on the Spring and Autumn Period and Qi State, reviewed the history and learned about the culture. Then the demand and impulse to play are generated, and the impression is enhanced through the strong media of CCTV supplemented by the three-dimensional advertisement of Zibo city image, and the three-dimensional combination of resources is integrated to play the card of Qi culture beautifully and brilliantly.
Secondly, football culture, as the second trump card, deserves vigorous publicity. Zibo has been identified as the birthplace of world football by FIFA in recent years, but it rarely promotes football, but there are hundreds of millions of fans all over the world, which is a very big market. How to guide fans from simply watching football to enjoying football culturally is the key to our marketing. Specifically, we can focus on the construction of football fields, strengthen citizens' fitness concept, set off a football fashion storm in the city, advocate the whole people to play football, and give the image of the birthplace of national football culture. Build a football training school, train football talents, train talents for A and the national football team, and make China football stand tall in the future World Cup. It's a beautiful idea, but it's feasible after rational thinking. If you want to play this card well, you must establish your own football cultural image. There are many ways of publicity, such as inviting famous international and domestic stars to speak for the image of Zibo, so I won't go into details here. In short, Zibo's positioning is football, and hundreds of millions of fans all over the world will be a broader potential market, which will bring greater profit growth in tourism, catering, service and other industries.
When an enterprise develops to a stage, it will produce corporate culture. Similarly, a city will produce culture in the process of development and accumulation. According to the positioning of the city, buildings with the same taste are the dining table of culture, but there are some intangible things inside, which is the value of the city. How to make the city valuable? I think it can be changed from six aspects:
1。 Must have a high sense of security.
2。 Internationalization (including the degree of legal system, overall environment, human resources, etc. )
3。 Urban education level
4。 A sense of urban delicacy or order
5。 Culture, art and leisure sports
6. Citizen quality
Urban marketing is a complex project. It is necessary to integrate urban development resources from the perspective of a large system, make a quantitative analysis of urban factor structure, industry, function, investment, layout, population and ecology at multiple levels, and make targeted marketing, which can reduce unnecessary waste in urban development. Policymakers (mayors) should look at the problem from a strategic perspective. Strategic thinking is the beginning of all urban transformation. The concept of urban marketing is expected to be used by more mayors who are in the bottleneck of development, so that cities can go out of the region and go to the world like commodities.