城市营销过程中价值增值机制研究

伴随着城市化和全球化的进程,价值导向的城市营销策略对城市发展至关重要。从对城市主体效用满足的角度刻画了城市价值,通过对最佳城市实践的提炼得到城市形象系统、制度供给等九类价值构成要素,提炼城市营销价值增值中自我强化和调整干预共同作用的主要环节和动态机制,说明城市价值增值机制实现环节:识别顾客需求,寻找价值链目标价值,制定和实施目标价值导向的即时战略,利用整体价值的价值优势提升价值增值能力和效率,达到目标价值得以增长,城市价值联动增值能力增强。

The Value Increment Mechanism in City Marketing

In the course of urbanization and globalization,city marketing strategies are getting more and more essential for the value-oriented urban development.The value of a city is portrayed from the perspective of meeting the city subject utility.Nine kinds of value-constituting factors,such as city image system and system supply,are obtained,and the main link and dynamic mechanism on which self-strengthening and readjustment and intervention act together in value increment of city marketing are extracted,by abstracting the practical experience from the best cities.The French Paris is taken for example to verify and show the links that form an city value increment mechanism: distinguishing customers’ demands,hunting the target value from the value chain;making an immediate strategy that is oriented towards the target value and carrying it out,improving the capacity and efficiency of value increment by taking the value advantage of the whole value,increasing the target value and strengthening the value increment capacity of city value chain reaction.