Discussion on Hangzhou City Image Marketing Strategy?

With the rapid development of economy and society, improving the city image is very important to promote the local economic development. The

Discussion on Hangzhou City Image Marketing Strategy?

With the rapid development of economy and society, improving the city image is very important to promote the local economic development. The following is what I arranged for you. Welcome to read!

Tisch

With the rapid development of economy and society, people's evaluation of a city is not limited to its GDP development, and more often people are more willing to evaluate the image of the city. For example, people associate Beijing with the grandeur of the ancient city, Nanjing with the elegance of the ancient capital, new york with the city of freedom, and so on. In fact, this situation reflects people's potential concern about the image of the city. The research on city image and city image marketing has a long history.

As early as 1980s, urban builders began to use various marketing strategies frequently to promote the unique image of the city. In western countries, this practice is not uncommon. For example, the "London House" set up by Britain in Beijing, the "Real Madrid trip to China" in Madrid, Spain, or the "Oktoberfest" in Germany have all made the city amorous feelings fire. Among them, the most talked about is the large-scale urban publicity of "I love new york" in the United States. In the early 1980s, the streets of new york were rugged, dirty and dangerous, and the crime rate rose to a very dangerous level, which once became synonymous with chaos and violence. In order to reverse this situation, new york has launched a series of actions. Starting with architecture, new york has world-famous landscapes and skyscrapers, so * * * began to sublimate the cultural connotation of precious landscape resources such as the Statue of Liberty, the Empire State Building, the World Trade Center, the United Nations Building, etc. On the one hand, it innovated the architectural style of new york, on the other hand, it spread the positive image of the city. Then promote the declining economy by promoting tourism, by the famous designer Milton? Glazer developed the most successful city image promotion activity in marketing history-"I love new york". The simple and clear slogan and a series of excellent marketing designs launched by advertising companies attracted170,000 tourists and provided 400,000 jobs for new york. 65438-0983 new york was awarded "National Tourism Marketing Award" by American Tourism Association.

Germany, as the first country to practice city image design, started a lot of practice and theoretical activities of city image identification design in 1960s and last century, and gained a lot of achievements and experiences. In addition, it is precisely because of the unique city image marketing of Berlin, Germany, that it has risen rapidly after the division of East and West Germany for so many years and has become a strong city in continental Europe.

Comparison between Hangzhou and Dali

Dali, Yunnan, has unique natural advantages, unparalleled in the country, and its strength is equal to that of Hangzhou. Dali, Yunnan Province is chosen for comparison, in order to compare the differences in marketing effects caused by the advantages and disadvantages of soft conditions of marketing strategies on the premise of equal natural advantages. The difference in soft conditions between Hangzhou and Dali lies in the level of English popularization between the two places. The communication ability of a city's language reflects the advantages and disadvantages of the city's marketing channels.

Dali is also the only Bai Autonomous Prefecture in China. The unique characteristics of Bai nationality add to Dali's cultural atmosphere and mystery. In addition, Dali is spring all year round, so foreign tourists especially like to enjoy such a quiet life in Dali. Therefore, Dali has a unique tourism advantage, and Dali * * * also hopes to promote the construction of city image through tourism image and play a lot of cards in city marketing. Dali's popularity in China is still relatively high, but foreign tourists in Dali account for a considerable proportion. But Dali * * * ignored this point. Dali has been busy building Dali Ancient City, Dali Red Longjing and Dali Butterfly Dream, but neglected the construction of foreign markets. Therefore, foreign tourists see more publicity in Hangzhou, Beijing, Shanghai and other cities on the Internet, but little about Dali. Moreover, the bigger problem is that Dali's English level is backward, and it is difficult to communicate in the process of receiving foreign tourists. "In this open question, the opinions of foreign tourists focus on' no English'. In the process of traveling, we can't see more English advertisements and English signs, and even many roadside billboards are in Chinese. As a result, due to language differences, foreign tourists cannot effectively receive information and feel the intimacy of tourist cities. " 12

At this point, Hangzhou is obviously a big step ahead of Dali in the construction of soft conditions of marketing strategy. Hangzhou has long recognized that the only way for a city to develop is to connect with the international community. Therefore, a few years ago, Hangzhou began to popularize English. In 2008, Hangzhou even set off a craze for middle-aged and elderly people to learn English. The World Expo will make Hangzhou people understand how important English communication is. In order to promote English and establish the image of an international metropolis, Hangzhou subsidizes toeic examinations and encourages citizens to learn English, which greatly promotes the city image marketing of Hangzhou. The English penetration rate in Hangzhou is 70%, and even some elderly people can communicate in simple English.

The construction of an international metropolis can not be separated from the development of English, so subsidizing English exams in Hangzhou is actually an invisible marketing strategy, and this strategy is obviously right and promising. Dali didn't notice that the cost of soft conditions in marketing strategy is actually a side marketing strategy, and the difference of soft conditions is really a channel means to establish urban marketing, because the language environment of a city is the primary channel for the public to understand the city. 12 "Dali impression" in the eyes of foreigners [J]. Foreign exchange. 2009.*** 12*** :24-46

Three. Comparison between Hangzhou and Berlin, Germany

Compared with foreign cities, the city image marketing in Berlin, Germany has a long history and unique marketing strategies. Berlin's natural conditions and long history are not inferior to Hangzhou. The reason why we choose to compare with Berlin is because of the similarity between Hangzhou and Berlin, and the difference of their marketing strategies also makes their development potential unreasonable. As a new city, Hangzhou has more development potential. I think Berlin's marketing strategy is dominated by * * *, with * * as the core, and Hangzhou's is planned by * * *, which is more "people-oriented" and "serving the public".

As early as 1968, Berlin * * * published the new Berlin layout manual, and the new Berlin layout also appeared on the envelope of the German postal department, which attracted attention. However, the appearance of the cold war pattern later affected the good momentum of Berlin's city image construction, and the marketing strategy was forced to be disrupted. 1992 after the end of the cold war, Berlin changed its city logo to show its open and innovative city image. "Another update is to enhance the image of the city in business. The transmission of this symbol in social life and commercial advertising application makes the city image known faster. In the field of private economy, persuade partners to stick the city logo on their own industries and products. The Berlin Parliament also publishes magazines to disseminate and introduce Berlin's city and image, history and ideas, thus arousing citizens' enthusiasm for urban identity. "13 After careful observation, it is not difficult to find that * * occupies an absolute leading position in Berlin's city image marketing and determines the whole development direction of Berlin. Comparatively speaking, citizens have more say in the city image marketing of Hangzhou. Hangzhou citizens like to be quiet, so * * * banned horns in many streets and stipulated the time and place for setting off fireworks; Hangzhou citizens like cleanliness, so * * * has invested heavily in maintaining the city appearance; Hangzhou citizens need convenience, so Hangzhou has built three subway lines running through the city. Therefore, Hangzhou's city image marketing strategy is more people-oriented and harmonious development. Although Berlin is now more famous as a city than Hangzhou, I am more optimistic about Hangzhou and have more confidence in Hangzhou becoming an international metropolis. People-oriented urban marketing strategy is the new need of modern urban development.

It can be seen that the main service target of marketing strategy greatly affects the future development potential of the city. This difference between Hangzhou and Berlin is obvious.

extreme

First, over-magnify the advantages of the West Lake.

Hangzhou's marketing strategy design relies too much on West Lake. Through the description of this article, it is not difficult to see that most of Hangzhou's marketing strategies focus on the West Lake, serving the construction around the West Lake, but inadvertently ignoring other advantages, such as Xixi and the Beijing-Hangzhou Grand Canal.

Of course, the main foothold of Hangzhou's city image marketing strategy is tourism strategy, and its own marketing advantages are exerted through the tourism process, which subjectively determines that the advantages of West Lake are over-amplified. West Lake is a tourist attraction that most people are familiar with. Many people know that Hangzhou originated from the West Lake. Therefore, Hangzhou is used to developing its own marketing strategy from West Lake. The unique natural advantages of the West Lake objectively forced Hangzhou to enlarge the advantages of the West Lake, focus on developing the image of the West Lake, and invest a lot of money to build the West Lake. A series of West Lake offensives, such as "Humanistic West Lake" and "West Lake Impression", tell us that West Lake has become a well-known brand and has also created Hangzhou's Xanadu culture. However, the available resources of a city's marketing are limited. How to form a favorable resource combination and give full play to the great advantages of limited resources is a major issue facing Hangzhou.

Therefore, Hangzhou's current behavior of amplifying the advantages of the West Lake has also frustrated other advantages of Hangzhou, such as Xixi Wetland and Beijing-Hangzhou Grand Canal, which have great development potential and objectively weakened the overall influence of Hangzhou's urban marketing.

Second, the infrastructure is backward.

Hangzhou's urban marketing strategy is a high-level representative in China, but the infrastructure construction supporting this high-level marketing strategy is low-grade. Of course, the establishment of a city's image needs good marketing strategy operation, but the improvement of basic supporting facilities is necessary. The development of many cities is restricted by their own infrastructure, such as real estate in Shanghai, urban construction in Wenzhou and seaport construction in Ningbo. The quality of infrastructure directly affects the success of a city's marketing strategy practice.

Hangzhou's infrastructure facilities are backward, which is reflected in many aspects. In my opinion, the most important thing and the biggest contradiction with the implementation of marketing strategy is the reasonable traffic construction in Hangzhou. Hangzhou is an international metropolis, with a relatively concentrated population in the city center and some major business districts. Due to the concentration of population, there is a certain pressure on urban traffic. However, during the morning and evening rush hours, many traffic lines in Hangzhou are faced with traffic pressure that far exceeds their own load. Every bus stop is crowded, so it is very difficult to take a taxi in the city. Every bus is overloaded, which has a great negative impact on the city image. Tourists will experience a state in which it is difficult to go out. At the same time, the difficulty of driving in Hangzhou has also caused some problems in the implementation of Hangzhou's marketing strategy, making it impossible for tourists to travel around major tourist attractions, and of course, it is impossible to volatilize Hangzhou's carefully designed marketing strategy.

In addition, the underground drainage system in Hangzhou is also a major anxiety of Hangzhou residents. Summer is here, the flood season is here, and the rainy season in Hangzhou is still relatively long, so the surface water begins to rise. If there is a typhoon or rainstorm at this time,

Gas, then the west of Hangzhou will be flooded by rain. Because of the low terrain in the west, there is Xixi wetland in the west, and the high precipitation will soon make the west fall. In the summer of 2007 and 2008, this small town in the west of Hangzhou was flooded twice, which brought great difficulties to the whole city. And reduce the impact of Hangzhou citizens and foreign tourists on the image of the whole city, so that Hangzhou's excellent marketing strategy is greatly reduced.

Therefore, the lack of supporting facilities makes it difficult to implement the marketing strategy of Hangzhou city image. Hangzhou's supporting rectification is imperative. Because a city's traffic is a way for a city to spread itself, it is also a channel means in marketing.

Third, the regional image marketing strategy is unbalanced.

The marketing strategy of Hangzhou * * * is not only lack of regional considerations, but also comprehensive development. There are many urban divisions in Hangzhou, such as Xihu District, Jianggan District, Xiacheng District and Shangcheng District. There is an imagination that Hangzhou's marketing strategy deviates from the center of gravity. That is to say, most of the marketing strategies are carried out in a few blocks, without widely affecting other blocks, and the marketing strategies are also concentrated in some blocks without taking into account the overall situation, which makes the development of regional image unbalanced and the overall city image affected.

For example, the West Lake District, as the block where the West Lake is located, has always been the focus of Hangzhou. Xihu District has a relatively complete network platform, and a series of marketing activities around the West Lake in Hangzhou, such as "West Lake Image", "Clean West Lake", "Most Beautiful Urban Area" and "Paying Attention to Xixi and Showing Xixi", have brought benefits to Xihu District. Therefore, the West Lake District thrives under the protection of Hangzhou.

Tisso

I. New Product Strategy-Xixi Wetland

All aesthetic concepts will have a day of visual fatigue, so the resource advantage of the West Lake is valuable, but people's visual fatigue and aesthetic boredom should be taken into account. The emergence of new things will certainly make great contributions to the change and promotion of Hangzhou's image. The new product strategy of Hangzhou city image marketing strategy can be done in Xixi wetland.

If the West Lake is a beautiful home in Hangzhou, there is no doubt that Xixi should be a small jasper in Hangzhou. Many people know the famous West Lake. Anyone who has been to Hangzhou, without exception, will go to the West Lake to enjoy the scenery and surrounding scenery. However, in recent years, with the filming of If You Are the One, Jackie Chan and many other big-name star studios have settled in, the reputation of Xixi Wetland has been greatly improved, and the phrase "Stay in Xixi" has attracted thousands of tourists. Xixi Wetland is one of the nine largest wetlands in the world, and Xixi Wetland Park shows a variety of wetland culture and wetland knowledge.

In fact, so far, the great advantages of Xixi wetland have not been excavated, which can be said to be ignored. I think the resource advantage of Xixi Wetland needs Hangzhou's attention. First of all, Xixi Wetland and West Lake can be bundled into a tourist route through bundled marketing promotion, and Xixi tourism can be promoted through the popularity of West Lake. Secondly, the celebrity effect can be used to guide some celebrities in entertainment or sports to set up studios in Xixi Wetland, such as Jackie Chan and other stars who have already settled in, thus directly using the celebrity effect to improve their popularity. In addition, with the help of the film industry, the vast wetland environment of Xixi Wetland is quite rare in China. Using this environment to shoot some related literary films or film works will give people a refreshing feeling. Therefore, attracting the film production team to shoot can not only promote Xixi wetland culture, but also bring potential tourists. The prosperity of Xixi Wetland will certainly bring the second spring to Hangzhou's urban tourism, and will also have a great impact on Hangzhou's urban image construction.

Second, product integrated marketing and differentiated marketing strategies

The unbalanced use of the marketing strategy of Hangzhou city blocks is also an important issue in Hangzhou city image marketing. The development of marketing strategy is mainly manifested in two aspects: first, the existing facilities have not really played a role, such as high-end buses have not been successfully implemented on wide roads, eye-catching road signs have not given accurate guidance to tourists, and perfect community construction has not given residents a good exercise; Second, the development of regional blocks is unbalanced, such as the development difference between Xihu District and other districts. Why is this happening? I don't think this is in harmony with the marketing strategy. A city's marketing strategy not only plays an external role, but also plays a great role in the city, which can guide the orderly life, moderate development and reasonable construction of the city.

Hangzhou's city image marketing strategy does not take into account the internal development of the city and ignores the overall utilization of blocks. We can consciously use some marketing strategies to effectively allocate resources among various blocks in Hangzhou.

For example, using integrated marketing strategy to carry out fitness activities in communities, form a competitive model, improve the efficiency of the use of basic medical and health facilities, improve the quality of residents, and enrich the life of urban residents. For example, I can carry out some competitive activities in urban areas, highlight the resource advantages of each urban area, and then realize deployment through certain means. For example, the West Lake District is rich in tourism resources. I can use the tourism resources of the West Lake District to help Shangcheng District develop the tertiary industry, and at the same time ease the traffic pressure to the West Lake, so as to achieve a win-win effect and improve the traffic situation in Hangzhou as a whole. Another example is to make use of the digital concentration advantage of Wensan Road to expand the development of high-tech industry in Wen Er Road, which not only makes the division of the city more reasonable and the allocation of resources faster, but also makes the city develop into a unified organism, making people produce an ideology of mutual cooperation and promotion, thus establishing a more advantageous city image.

At the same time, pay attention to the balanced use and synergy of block marketing strategies. We should formulate differentiated marketing strategies according to the different advantages of regional blocks and develop block resources according to local conditions. For example, the tourism resources in West Lake District, the scientific and technological resources in Binjiang District and so on. , using the different resource advantages between these blocks to create a block image. Let people know more about various blocks in Hangzhou. Of course, in this process, remember to use marketing strategies in a balanced way and treat the functional advantages of regional development differently. Differentiated marketing strategies can also effectively avoid vicious competition between blocks and form diversified regional characteristics, thus highlighting the diversity and rich connotation of Hangzhou's overall image.