城市营销案例（中英文对照）

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completed by the enterprises. Based on the growth of the development zones, the urban marketing of the industrial towns is completed by the cooperation of both government and the development enterprises.

The government gives part of its functions on urban marketing to the enterprises. Combined with the power of administration and market, they not only bring new vitality to the economic development of Gu?an, also influence a lot to the urban marketing of Gu?an.

III. Opportunities Brought to Gu’an under the Era of Globalization

Though it is only a few miles far away from Beijing, Gu?an is still a long-term agricultural county mainly with county economy. With the rapid development of the industrial zones which have became the crucial economic engine of Gu?an, Gu?an has been entered into a fast lane of industrialization, from a closed agricultural county that only produced food and fishing tackles, and it begins to extensively participate in the global industries and market divisions. To get into the globalization further, Beijing, the capital city of China, has been put forward great strategies of the world cities, and concentrated efforts on creating new zones of the south part of Beijing, which promotes a rapid development on the economy of this part. China also has put the strategies of the capital economy centre to the national strategies, and gives great support to zones around capital city politically. All of those provide an unprecedented challenge to Gu?an, and also subjectively requires Gu?an to take a more forceful and effective measurement on urban marketing. Through promoting the notability of Gu?an, its competition is also strengthened. By this way, the city brand would be promoted to the whole China, even to the world, and a good foundation would be built for its rapid development.

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Chapter III: Strategic Modes of Urban Marketing in Gu’an

I. Marketing Concept of Industrial Towns

The study of urban marketing theory originated to the U.S. Marketing was marketing activities of an enterprise. Philip Kotler extended its marketing body to the national and regional level, with its main concept coming from the theory of strategic management. He dynamically grasped the urban marketing from macroeconomic development trend, and paid more attention to the urban subjective activity during his study.11 European scholars are inclined more to the study of three aspects: supplier, demander and market. They emphasize on the thinking of “productionization” of the city. Generally, in accordance with the core principle of the marketing, urban marketing strives to take the city as an enterprise. It sells out various resources, public industries and services of the city through the concept, strategy and means of modern marketing, and satisfies the target receivers? expectations.12

In China, as the inter-city competition is expanding worldwide, more and more cities start to pay attention to their marketing problems, and promote the strategic transformation of the city development on this account. Yet, in this past two decades, a positive interaction of both theoretical and practical is still not formed on the urban marketing merchandising. People simply take the urban marketing as the urban sales promotion or “building a city brand”, rather than make an overall planning, scientific design and positive operation of the urban marketing, standing on the height of city brand management.13 It can be said that currently, China?s urban marketing is still in a stage of exploring, lack of systematic and scientific theory as the guidance, and furthermore, lack of a practical mode for a reference to the marketers. And the marketing process has not become a systematic project yet.

Truly, with its own characters, unique macroeconomic system and regional administrative barriers, the way of China?s urban marketing can not be completely imitate foreign countries. At this time, the industrial towns (towns in development zones) emerged unexpectedly, which is another way of wisdom. Taking development zones as the marketing object, to some extent it made

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\ A Marketing Reflection on Urban Management, Zhao Zhen, China Business Journal 13

Assessment and Research of Brand Power of Media and Advertising Effectiveness, Journal of Advertising Panorama Study, May 2007

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the strict divisions among cities vague, diversified the marketing body, and increased the flexibility of the marketing strategies.14 The way of China?s urban marketing is easily to return to its nature: emphasizing the systematic and strategic planning designs; emphasizing the market mechanism of the urban marketing rather than just focusing on one or two market activities.

Taking Gu?an for example, during the process of China?s urbanization, Gu?an differs from these top cities like Beijing and Shanghai. It is still kept in the mid-term of urbanization. It would be no competitive advantages if choosing the homogenization development. On the contrary, Beijing needs to change its way of development after it proposed an idea of building the world city. At the same time, it is possible to keep a contact with the spillover industries and population of Beijing. Therefore, when making the urban marketing strategies, Gu?an identified Beijing as its target customer, and developed a complementary and synergistic relationship with Beijing and other areas nearby, promoting a image of the capital economic zones, creating an attraction of the zones and forming a combined effect for the urban customers in this area. Based on the environment and target analysis of those urban marketing, Gu?an finally has found its own position, and ensure its marketing strategies of “contacting to Beijing, and showing its characters”. Currently, 80% industries of Gu?an originated from the spillover of Beijing; 80% business estates are purchased by Pekingese; 80% consumer groups on tourism and services are from Beijing.

When attracting the spillover resources of Beijing, at the same time, Gu?an has learnt a lot from the historical experience during the construction of China?s development zones. It has made great efforts to avoid the wired phenomenon of “sleeping city” and “ghost city”, and found a fundamental theme of industrial towns. At the beginning of the zones? establishment, investors made an overall design for the zones together with the world top talents, and saw beyond the trends on regional economy which the industries of Beijing were emigrated, and the economy competition surrounded the capital were promoted. Finally, it determined the industrial position taking the electronic information, manufacturing the automobiles? parts and modern equipment manufactures as the core, and set an aim at developing a “green” (without any pollution) Gu?an and creating new industrial heights of the south part of Beijing. Ten years of construction have shown that the founder of Gu?an Development Area has spared no effort to implement the concept of ?fusion of industry and city?, tap competitive advantage of the whole area and achieve breakthrough of

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Review of Foreign City Marketing Theory, Wang Jinfu, Urban Problems, Vol 6, 2009

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enterprise and boundary of a single industry by industry clustering. With breakthrough of individual industry and interests of narrow geographical space, the founder of Gu?an Development Area has considered coordinated development of economic and social among the area, taken into account in competition and cooperation between Beijing and other neighboring areas. Based on industrial development, using industrialization to promote urbanization and achieving industrialization of service industry, Gu?an Development Area successfully realized fusion development of ?industrial development, suitable for living and environmental protection?.

Essentially, city marketing is the process of meeting consumer demand and marketing city value. As consumer demand includes material and spiritual needs, city value also covers economic value, cultural value, aesthetic value, ecological value and other values, and a vivid image of the city must be complete.15 With the development area as a city carrier and joint development of industrial clustering and regional economies, Gu?an city has been granted a new vitality. The city of future will cover four different dimensions of acute groups as Wisdom Gu?an, Ecological Gu?an, Culture Gu?an and Happiness Gu?an. Each group will have its assorted implementation strategy of building goals.Through the concept of rejuvenating city with green environmental protection to upgrading industrial structure, and convenient and efficient transport system to the fully functional city facilities, the city marketing of Gu?an is conveying the same conviction in different voices: living in harmony with city, undertaking the historic mission of becoming an explorer of future urbanization of China.

II. Marketing Strategies of Industrial Towns

The city, started as a gens? collection place in primitive society, has become a macrocosm which are integrated with functions of economy, culture, transportation, environment, habitation, safety and education. Because city functions are extremely complex nowadays, the city marketing has become a vast and complex project. Marketing a city shall be successful neither within a short

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Mechanism Analysis of City Marketing to Increase City Competitiveness, Huang Jiangsong, Government Reformation and Innovation, January 2009