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The Embedding Mechanism of Public Relations in China City Marketing

Lei Yu Ningdeqiang

Abstract: Urban marketing has been valued and practiced by more and more cities, and public-private relationship plays a great role in urban marketing.

Use. In view of the lack of individuality in marketing positioning, low degree of citizen participation and urban software and hardware construction in China's current urban marketing.

Keywords uneven 4 a-, reasonable public relations positioning, s strategy,

H and other problems can be solved by strengthening government marketing awareness, implementing city brand strategy and CI crisis.

Machine public relations processing and other means, the public relations are effectively embedded in urban marketing, thus helping the city to shape a good image and improve its charm.

Keywords: public * * * relationship; Urban marketing; City brand; City image

China Library Classification Number: F7 13 Document Identification Number: A Document Number:1674-8425 (2010) 06-0041-05.

Since its appearance, cities have faced two periods: how to plan, manage and think-"urban marketing concept". The development of emerging cities. With the process of economic integration and global commercialization, compared with the traditional urban marketing concept, the urban marketing concept is accelerating. As a representative of regional competitiveness, the city has achieved a leap in commercial delivery. The biggest change is that the starting point of thinking is easy platform. How to increase the competitiveness of cities at home and abroad, from "city-centered" to "urban audience", has become an urgent problem for urban development. Center ". This not only conforms to the development trend of the times, but also makes tE

At this time, urban marketing came into being at the request of the times, and it has become a kind of urban competition. The theory of urban management has been sublimated to a new height, which is exactly the case.

The breakthrough of power promotion and the transfer of city image to the research perspective centered on "urban audience" are the focus of public attention.

Shortcut. This provides a brand-new opportunity for the department to participate in urban marketing activities.

First, the connotation of urban marketing Second, the elements of urban marketing activities

At present, cities at home and abroad are facing the battle for resources because of the organic combination of the three elements in their respective competitive fields. This is not only the result of rapid social development, but also the inevitable trend, the first market mechanism of urban resource allocation and the main body of urban marketing. It refers to the city government. External extension of swing. So many cities are faced with the social resources of the government as the leader, organizer and management boundary of urban commercial activities, which will inevitably produce a self-marketing questioner, a questioner about urban production, life, housing and internal and external environment. Urban marketing is to give full play to the overall function of the city, as a supplier, supporter and guarantor, so it has the dual identity of urban manager to strengthen the core competitiveness of the city, establish the unique image of the city and be an urban marketer. The government undertakes the important task of promoting the city, enhancing the city's popularity and reputation, and meeting the marketing needs of the government, enterprises and the public, especially in the context of the rapid development of social management activities and processes in the interests of the world economy, politics and culture, and the vigorous rise of networking and informatization, it is called "J". Its purpose is to form the core competitiveness of the central government to local governments, especially local governments, and promote the sound and rapid development of urban economy through urban marketing. Exhibition control has been weakening, which further stimulated local governments to directly

With the in-depth development of urban marketing theory and practice, in the face of all kinds of fierce competition, urban marketing theory has been constantly developing and changing through urban marketing means and experienced traditional competition. Therefore, the main marketing concept of the government in urban marketing-"urban products and marketing concept" and brand-new marketing thinking are becoming more and more important.

Second, the object of urban marketing. Mainly refers to the consumers in the city. That is, all realistic and potential consumers who have certain consumption needs and desires for urban production, life, living environment and development space, have basic consumption ability at the same time, and intend to realize their needs and desires through consumption exchange. Urban consumers mainly include corporate legal persons, financial institutions, commercial institutions, research institutes, medical institutions and other social organizations in a city, as well as permanent residents, temporary residents, foreign investors, tourists and other personnel.

Third, the intermediary elements of urban marketing. It refers to all kinds of intermediary factors that urban marketers attract existing and potential urban consumers to enter the city, thus making the city's society, economy, politics and culture flourish, which is what we usually call urban environmental conditions. This mainly includes a city's traffic environment, infrastructure, municipal engineering and other urban "hard environment", as well as urban economy

The "soft environment" of a city consists of vitality, system and regulations, social customs and citizens' quality.

The unity of the three elements of urban management, namely, subject, object and intermediary, and the three elements in the implementation of public relations has established the premise for the effective embedding of public relations into urban marketing.

Third, the main problems of urban marketing in China

At present, it exists in the urban marketing process of many cities in China.

one

A series of problems, we can summarize them into the following five aspects from the perspective of public relations:

First, the relationship between "difference" and "similarity" has not been properly handled, and urban marketing positioning lacks individuality. China has a vast territory and many cities. Cities in different geographical locations, even different cities in the same geographical location, have different characteristics. They have their own unrepeatable historical and cultural traditions, unique natural resources and environment, rich and diverse social and humanistic forms, and completely different development processes and status quo. Therefore, all factors must be considered in urban marketing, and it is not possible to make vague positioning and blind cloning. At present, many cities in China have failed to find a reasonable and suitable theme orientation. Some congenital foundations are weak, but they are highly positioned and blindly follow the trend; Some have many advantages in resources and environment, but they fail to grasp the core competitive elements and position themselves as greedy for perfection; Some are vague in the definition of positioning theme. For example, some cities are located in "historical and cultural ancient capitals", but what history, culture and uniqueness are not clearly defined, which makes it difficult for people to identify and have no characteristics, making it impossible for people to form a deep and special impression.

Second, the relationship between "inside" and "outside" has not been properly handled, and the participation of urban citizens is low. The quality and behavior of residents living in a city directly reflect the taste, cultivation, tolerance and image of the city, and it is an important window of the city. Therefore, cities

Marketing is by no means a simple formulation of a set of concepts, nor can it be solved only through the external publicity of some institutions and media. It must have the enthusiastic participation and unremitting efforts of all urban residents. At present, the marketing of some cities in China has not really penetrated into the inner world of the general public, and the ultimate goal of urban marketing has not been fully and clearly understood by ordinary urban residents, resulting in many citizens completely ignorant of what urban marketing is, and "urban marketing and self-management" has emerged.

Never mind, that's the government's business. This is a very prominent "short board". Urban marketing needs not only the guidance and planning of the government, but also the support, participation and cooperation of all citizens. The high participation of citizens is to do a good job in urban marketing and promote the city.

The basic guarantee to enhance the city image.

Third, the relationship between "near" and "far" has not been properly handled, ignoring the long-term interests of the city. To a certain extent, the purpose of urban marketing is to improve the visibility and reputation of the city, so as to attract the attention of the general public and realize the economy and culture of the city.

Culture has developed rapidly and with high quality. But urban marketing is by no means the same as enterprise marketing. Because the ultimate focus of enterprise marketing lies in profit growth, and the ultimate focus of urban marketing lies in the long-term development of the city. At present, in order to promote the rapid development of local economy, many cities in China do not hesitate to sacrifice the environment and waste resources, which leads to the rapid consumption of urban available resources, which poses a serious threat to the urban environment and lays hidden dangers for the development of future generations. This kind of quick success and instant benefit, narrow-minded thinking and wrong practice are the taboos of urban marketing, ignoring the sustainable development and overall interests of urban marketing. Even if it brings rich profit returns in the near future, it will seriously hinder urban development in the future.

Fourth, the relationship between "virtual" and "real" has not been handled well.

Urban software and hardware construction is unbalanced. One of the main points of urban marketing is

By integrating all kinds of urban resources, we can shape urban brands and establish characteristics.

Industry, to achieve the ultimate goal of marketing. It needs to be suitable for this city.

Urban primary industry, secondary industry, tertiary industry, land, energy and manpower

Resources, cultural resources and many other elements are systematically combed to find out.

Their own advantages. Therefore, urban marketing is by no means a certain kind.

Construction, it is necessary to do a good job in urban infrastructure and other hardware environment.

Construction, but also do a good job in urban cultural atmosphere, the quality of citizens.

Education and other software environment construction, so as to realize the mutual call of software and hardware development.

Therefore, urban marketing activities should be "virtual and real" and "both physical and mental".

Fifth, the relationship between "inheritance" and "abandonment" has not been properly handled, and the sustainability of urban marketing is poor. Urban marketing needs the guidance and planning of government leaders, whose value orientation and action style are quite different.

Even personality traits will have a far-reaching impact on urban marketing activities.

The ring. Due to the changes in the leadership of government agencies, the working idea is

There will be corresponding changes, often changes in leadership.

A slogan, or some leaders devote their efforts, and some leaders.

Ignore it, or some leaders attach importance to the construction of this field.

Set, while others attach importance to the construction of other fields, thus forming a city.

The shortcomings of low continuity and poor continuity in marketing work are extremely

The earth affects the final effect of urban marketing and leads to the loyalty of the audience.

The degree is not high. At present, foreign urban marketing also has this aspect.

Problem, but compared with our country, the situation is slightly better, mainly through abroad.

Through urban legislation, inter-annual budget and other forms, urban marketing activities will

The core idea of institutionalization makes urban marketing in a relatively stable state.

Running in orbit. These experiences are worth learning from.

In view of the above shortcomings and existing problems, the relationship between the public and the public should be embedded in the process of urban marketing, so as to better promote urban marketing, thus forming a unique image of the city different from other competitors and allowing social capital.

Know yourself from the source, favor yourself and trust yourself.

Fourthly, the connotation of the relationship between the public and the public and its embedded role in urban marketing.

Looking at the views of scholars at home and abroad, we put the relationship between the public and the public.

It is defined as: various actions taken by a social organization in order to promote the understanding, trust, cooperation and support of the relevant public at home and abroad, shape its own image, and create the best social environment for its own development, as well as various relationships consciously arising therefrom. Modern public relations has lasted for nearly a hundred years.

Development history, as a science and art of shaping organizational image, pays attention to sincere communication, frank communication, interactive understanding, positive feedback and mutual trust and understanding between organizations and between organizations and audiences. It is also an important means in marketing activities and plays a huge role in the marketing process. The ultimate goal of urban marketing is expectation.

The broad audience understands, recognizes and is close to the city, and the audience passively accepts urban marketing, which cannot enhance the visibility and influence of the city. And the public * * * relationship can be achieved by implementing brand wars.

Slightly, image building, with the help of the power of communication, subtly impress the audience and let the audience take the initiative to accept it, thus promoting the implementation of urban marketing strategy and playing a huge role in promoting the construction of urban marketing. Its main performance is as follows:

(1) Upgrading city soft power.

First, the relationship between the public and the public helps to shape a good city image. City image includes three levels, namely, material level, management behavior level and ideological level. The city image is not only the accumulation of the city's historical culture and architectural heritage, but also the true expression of the city's development status and the expectation of the city's future development trend. Public relations can make the audience realize the charm, strength and image of the city through various interactive communication paths, and increase the audience's sense of identity and closeness to the city.

Second, the relationship between the public and the public is conducive to establishing a first-class city brand. If a city wants to succeed in marketing activities, it must make use of its own advantages, extract distinctive core values and establish a unique city brand. And in the process of shaping the city brand, with public relations as the axis, through the concept positioning, value communication,

Brand packaging, in-depth publicity and other effective ways make the audience feel the cultural connotation of a city in the process of experience, leave a deep and vivid impression in their hearts, and bind the city name closely with its image and brand.

Third, public-private relations can effectively enhance the charm of the city itself. The value of a city lies in satisfying the public's desires and needs through various manufacturing, tourism, service and infrastructure. Public relations can attract the public to experience the stimulation and influence given by the city through certain activity planning and organization.

In J, the city changed from being familiar, from liking to loving.

(two) to coordinate the relationship between the city and the outside.

The relationship between the public and the public in the city mainly deals with the relationship between the internal public and the external public. Internally, it is necessary to win the public's recognition and support for the city and unite and unite the strength of the general public; Externally, we should handle well the public relations with various media, investors, tourists and conferences.

Participants and other relations, using effective means such as communication, communication, gain the trust, understanding and support of the external public, and lay a good foundation for the effective implementation of urban marketing and the long-term development of the city itself.

(C) building a service-oriented government

Through public relations activities, we can accurately grasp the needs of the audience, rationally integrate and dispatch urban resources, establish the idea of "audience first", optimize urban infrastructure, public services and products, effectively improve the psychological satisfaction and emotional centripetal force of the audience, continuously improve government efficiency, reduce administrative costs, better build a service-oriented government, and promote the vigorous development of urban marketing activities.

Fifth, the embedding mechanism of public relations in the process of urban marketing

Public-private relationship plays such an important role in urban marketing.

Use, how to make better use of, embedded in the process of urban marketing.

It is worth our serious consideration to enhance the attraction and influence of the city.

(A) to enhance the government's awareness of urban marketing as the main body of public relations

If a city wants to develop, it must start with the change of ideas. City government departments should change from the concept of "city-centered" in the past to the marketing concept of "audience-centered", and fully realize that the urban marketing process should be a process to meet the needs of the audience for urban functions and products. This demand includes not only general material needs, but also spiritual and cultural needs. The functional orientation of the city government should also be changed. In the spirit of reform and innovation, we should promote the transformation of local government departments from "bureaucratic government" to "enterprise government" and from urban planners to urban marketers, deepen the comprehensive understanding of urban marketing functions, and lay a solid ideological foundation for better carrying out urban marketing activities.

(2) Highlight the competitive advantages of cities and correctly position public relations.

Modern urban marketing activities often cause many problems, such as serious homogenization of urban development, vague positioning, mismatch between strategic objectives and development models, excessive dependence on external publicity, and few examples of investment and input. The crux of these problems lies in the lack of urban marketing activities.

Have a suitable public relations positioning. Public relations positioning is the cornerstone of building a city brand, and it is also an interpretation of the core of the city spirit. In essence, the positioning of public relations for a city is to put the city under the vision of the target audience and form a distinctive personality and brand image. Such as Shanghai-"China Financial Center" and Chengdu-"Leisure in Sichuan".

City ",Hainan-"International Tourism Island ",Jingdezhen-"China Porcelain Capital "and so on. When positioning this kind of public relations, first, we should measure the advantages and disadvantages of our own environment and resources; Second, we should consider the degree of recognition of urban audiences for positioning. Never let the matching of urban positioning and urban audience cognition be too far away. In a word, this city

Only when the city is scientifically and reasonably positioned and finds the core theme suitable for its own development can it have its own core competitiveness and maintain its lasting vitality and exuberant vitality.

(C) the implementation of city brand marketing strategy

City brand is a valuable potential capital of a city. Creating a city brand successfully is the essence of integrating city resources, managing city image, realizing the leap-forward development of the city, and the only way to promote the sustainable development of the city. In the process of building a city brand, you can choose the following ways: the first way is to manage and enhance the city brand by using the soft and hard environment of the city. The unique natural landscape, unique architectural style, rich historical background and rich cultural connotation of the city are all options for shaping the city brand. For example, Beijing, as the capital of China, has a rich historical and cultural heritage of more than 3,000 years. Avant-garde urban construction has made it an international metropolis that perfectly combines classical tradition with modern fashion. Second, with the help of well-known corporate brands.

Shaping the city brand. For example, the formation of Qingdao city brand depends largely on a number of well-known corporate brands at home and abroad, such as Haier, Hisense, Double Star, Aucma and Tsingtao Brewery. The third is to develop urban brands with the help of advantageous industries. For example, Dalian's clothing industry, Qingdao's beer industry, Daqing's oil industry and Yuxi's tobacco industry have all built city brands with superior industries, which have all improved the city's popularity. The fourth is to shape the city brand by holding major festivals. Such as Xining International Cycling Race around Qinghai Lake, Boao Forum for Asia, Chongqing Wushan Three Gorges, etc.

The International Red Leaf Festival has improved the visibility and reputation of the city.

Developed local tourism and hotel industry. Fifth, formulate the city brand marketing strategy to realize the systematicness and sustainability of the city brand marketing. After the city brand marketing strategy is formulated, it must be effectively implemented, and the city brand marketing should be strengthened in the process of implementation.

Supervise and revise the strategic process, regularly evaluate its effectiveness, dynamically adjust the city brand marketing strategy in real time, and ensure the city in all directions.

Effectiveness and adaptability of city brand marketing activities.

(4) Implementing CIS strategy. Shaping the city image from three dimensions: concept, behavior and vision.

City image is an all-round perception of the internal and external elements of the city. A good city image can make the city have high visibility and reputation, and bring many tangible and intangible assets to the development of the city. Therefore, city image is an important aspect of city marketing. In order to create a good image of the city, we can implement CIS strategy in public-private relations. CIS is the abbreviation of organizational image design, which mainly includes: mental recognition system (MI) and behavior recognition.

(BI) and VIsual recognition system (vi). Among them, the spiritual identity system is the spirit and belief of all organizations and the public in a city, and the citizens' literacy and spiritual perception reflected from it. It is the soul of a city's image and the core part of a city's temperament and personality that distinguishes it from other cities. The behavior logo of city image is the city idea in behavior.

Concrete degree, mainly in the city's various large-scale activities,

In the typical tradition of urban residents. Visual recognition of city image

The system is the most direct part of the city image, which is manifested as a city.

A series of visual norms such as image signs. Cities should be in power.

Under the unified planning and coordination of the government, we will build a representative city.

Connotation, Cultural Characteristics and Unconventional City Concept, Culture and System

Degree of culture and visual culture system, so that it fits with the positioning and temperament of the city.

Based on personality, gradually build the image culture of the city.

Ning Deqiang and others. The Embedding Mechanism of Public Relations in China City Marketing

After the crisis, we should take appropriate, timely and effective public relations activities.

(5) Crisis public relations, establish a good image of the city, make up for various image losses caused by the crisis, and enhance the city brand.

In the process of urban development, many reputations will be restored, thus shaping a good city image. Public problems and governance crisis. This is not only for urban economic growth.

Brought huge losses, but also destroyed the reputation and reference of the city:

Image. Crisis public relations is to use mass communication and two-way communication to gain the understanding, tolerance, support and cooperation of the target public. Ginger. Study on China City Marketing Countermeasures [J]. Consumer Guide. When public problems and governance crises occur, the government should have a sense of crisis public relations (8)2007. Specifically, it should do the following three things: First, it should be [2] innovative. The present situation, problems and countermeasures of urban marketing in China [J]. Fuzhou should release information in time and tell university journals through press conferences and TV broadcasts, 20.

6 (1). In other words, the government hotline and other effective measures to ensure the public's right to know, [3] Qin. Modern public relations [M]. Chongqing: Southwest Normal University can effectively enhance the position of the municipal government press in the eyes of the general public. 2oo7 .. Trust and credibility, unite people; Second, when the crisis occurs [4] Hu,,. Preliminary study on urban marketing strategy [J]. Gansu agriculture,

Adopt quick and effective emergency mechanism, unified command and coordinated response, 2006 (9).

Mobilize forces to resolve the crisis in the shortest time, minimize losses, and strive to ensure urban public safety and social stability; The third is (editor Kuang)

The Embedding Mechanism of Public Relations in China City Marketing

Lei Yu Ningdeqiang

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