北京理工大学珠海学院 2020 届本科生毕业论文西安城市营销策略研究西安城市营销策略研究摘要在全球化的趋势下，各城市之间的竞争已然成为了主旋律，城市管理者都在想方设法规避风险，吸引游客，从而提高城市的竞争力，促进城市的发展，展示其独特的魅力。城市营销战略作为一种软实力，在城市发展实力中发挥着越来越突出的作用，形成了独特的竞争优势。因此，树立鲜明、有代表性的城市形象，制定准确的城市营销策略，对城市发展尤为重要。本文以西安市为研究对象，分析其城市营销策略。首先对于城市营销概念进行介绍，并对我国城市营销实际情况进行分析；其次对西安城市营销状况进行介绍，并提出其存在的问题，对其进行内外环境分析，挖掘城市独特的定位策略，以及营销组合策略；总结西安在城市营销方面的优势与不足，以期能为其他城市提供借鉴，推动经济社会持续健康发展。关键词：西安；城市营销；营销策略I北京理工大学珠海学院 2020 届本科生毕业论文Analysis of Xi'an City’s marketing strategyAbstractUnder the trend of globalization, competition among cities has become the main theme. City managers are trying to devise regulations to avoid risks and attract tourists, thereby enhancing the competitiveness of the city, promoting the development of the city, and displaying its unique charm. Therefore, establishing a distinct and representative city image and formulating accurate city marketing strategies are particularly important for city development.This article analyzes Xi'an's research interests in urban marketing strategies. First, we will introduce the concept of urban marketing and analyze the actual situation of Chinese urban marketing; secondly, it introduces the city marketing situation in Xi'an and puts forward its existing problems, analyzes its internal and external environment, and explores the city's unique positioning strategy and marketing Combination strategy. Discover the advantages and disadvantages of Xi'an in urban marketing, provide reference and practical strategies...
