the embedding mechanism of the relationship between public and private in China's urban marketing

Ning Deqiang, Lei Yu

Abstract: Urban marketing has been valued and practiced by more and more cities, and the relationship between public and private is playing a great role in urban marketing. In view of the lack of individuality in marketing positioning, low participation of citizens and uneven construction of urban software and hardware

4 a-, reasonable public relations positioning, S strategy,

h and other problems in urban marketing in China, we can effectively embed public relations into urban marketing by strengthening government marketing awareness, implementing urban brand strategy and public relations treatment of CI crisis

, thus helping cities to shape a good image and improve urban charm.

Keywords: public-private relationship; Urban marketing; City brand; City image

Chinese image classification number: F713 Document identification code: A Article number: 1674-8425 (2111) 16-1141-15

Since its appearance, cities have been faced with two periods: how to plan, manage and think about "city marketing concept". The development of newly emerging cities. With the process of economic integration and global commercialization, compared with the traditional city of marketing ideas, the city of marketing ideas is accelerating. As a representative of regional competitiveness, the city has made a leap in commercial delivery. The biggest change lies in: the starting point of thinking about problems is easy platform, and 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

urban marketing come into being at this time according to the requirements of the times, which has become the sublimation of urban management theory of urban competition to a new height. It is also the breakthrough of this

strength promotion and a shift of the research perspective of the city image to the "urban audience" as the center, which is a shortcut for the public. It provides a brand-new opportunity for the department to get involved in urban marketing activities.

first, the connotation of urban marketing second, the elements of urban marketing activities

At present, all cities at home and abroad are organically combined by three elements in their respective competitive fields, which are the result of rapid social development. These three elements are: the inevitable trend, the market mechanism is the first in urban resource allocation, and the main body of urban marketing. Refers to the government in the city. The external extension of swing. So many cities are faced with the social resources that the government is the leader, organizer and management limit of urban business activities, which will inevitably lead to a self-marketing questioner and a question 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 at the same time, 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 a city marketer. The government undertakes the important task of promoting the city, enhancing the city's popularity and reputation, and meeting the needs of the government, enterprises and public marketing, especially in the context of the rapid development of social management activities and processes in the interests of the world economy, politics, culture and other parties, and the vigorous rise of networking and informatization, it is called "J". Its purpose is to make cities form the core competitiveness of the central government to local governments, especially local governments, through urban marketing as soon as possible, and promote the sound and rapid development of urban economy. With the deepening development of urban marketing theory and practice, in the face of all kinds of fierce competition, the theory of enhancing urban marketing by means of urban marketing has been constantly evolving and changing, and has experienced the traditional competitiveness. Therefore, the main marketing idea played by the government in urban marketing-"urban products and marketing ideas" 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 organizations, scientific 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 various intermediary factors that urban marketers attract existing and potential urban consumers to enter the city, thus making urban society, economy, politics and culture flourish, which is what we usually call urban environmental conditions. This mainly includes a city's "hard environment" such as traffic environment, infrastructure and municipal engineering, as well as a city's "soft environment" composed of urban economic vitality, systems and regulations, social fashion and citizen quality.

The three elements of urban management, namely, subject, object and intermediary, are unified with the three elements in the process of implementing the public * * * relationship, which establishes the premise for the effective embedding of the public * * * relationship into urban marketing.

Third, the main problems in China's urban marketing

At present, there are

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series of problems in the process of urban marketing in many cities in China, which can be summarized into the following five aspects from the perspective of the relationship between public and private:

First, the relationship between "difference" and "similarity" has not been properly handled, and the positioning of urban marketing lacks individuality. China has a vast territory and a large number of 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 a completely different development course and status quo. Therefore, all factors must be considered when carrying out 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 appropriate theme orientation. Some congenital foundations are weak, but they are highly positioned, blindly following the trend and comparing; Some of them have many resources and environmental advantages, but they have not grasped the core competitive elements and positioned themselves as greedy and perfect; Some are vague in the definition of the positioning theme. For example, some cities are located in the "historical and cultural ancient capital", but what history, culture and unique ones are not clearly defined, which is difficult for people to recognize and has no characteristics, so that people can't form a deep and special impression at all.

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

marketing is by no means a simple formulation of a set of concepts, and it can not 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 our country 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 the general public, resulting in many citizens not knowing what urban marketing is at all, and the erroneous concept of "urban marketing has nothing to do with itself, but is a matter for the government" has emerged, which 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 the basic guarantee for doing a good job in urban marketing and promoting the image of the city < P >.

Third, the relationship between "near" and "far" is not properly handled, and the long-term interests of the city are ignored. 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 thus realize the rapid and high-quality development of urban economy and culture. But urban marketing is by no means the same as enterprise marketing. Because the ultimate focus of enterprise marketing lies in profit growth, while the ultimate focus of urban marketing lies in the long-term development of the city. At present, in order to promote the high-speed development of local economy, many cities in China are willing to sacrifice the environment and waste resources, which leads to the rapid consumption of available resources in cities, which poses a serious threat to the urban environment and lays a hidden danger for the development of future generations. This kind of quick success and instant benefit, narrow-minded thinking and wrong practices are the taboos of urban marketing, which ignores 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 properly handled, and

the construction of urban software and hardware is not balanced. One of the key points of urban marketing is to

integrate various urban resources, shape urban brands and establish characteristic industries, so as to achieve the ultimate goal of marketing. It needs to sort out the primary industry, secondary industry, tertiary industry, land and energy, human resources, cultural resources and many other factors in order to find its own advantages. Therefore, urban marketing is by no means a certain

construction. It is necessary to do a good job in the construction of hardware environment such as urban infrastructure, and also in the construction of software environment such as the creation of urban cultural atmosphere and the cultivation of citizens' quality, so that the development of software and hardware can meet each other, making urban marketing activities "both virtual and real" and "both physical and mental".

Fifth, the relationship between "commitment" and "abandonment" is not properly handled, and the continuity of urban marketing is poor. Urban marketing needs the guidance and planning of leaders of government agencies, and their value orientation and action style, even their personality characteristics, will have a far-reaching impact on urban marketing activities. Due to the change of the leaders of government agencies, the working ideas will change accordingly. Often, a new leader will change a slogan, or some leaders will devote their efforts to it, and some leaders will ignore it, or some leaders will pay attention to the establishment of this field, while others will pay attention to the construction of other fields, which will lead to low continuity and poor persistence of marketing work in the city. At present, overseas urban marketing also has the

problem in this respect, but compared with China, the situation is slightly better. Abroad, the core idea of urban marketing activities is institutionalized through

urban legislation and inter-annual budget, which makes urban marketing run on a relatively stable

track. These experiences are worth learning from.

in view of the above shortcomings and existing problems, we should embed the relationship between the public and the public into the urban marketing process to better promote urban marketing, thus forming a unique image of the city that is different from other competitors, and let social resources

identify themselves, favor themselves and trust themselves.

iv. the connotation of public * * * relationship and the function of embedding it into urban marketing

Looking at the views of scholars at home and abroad, we define the public * * * relationship as

: various actions that a social organization tries to take by means of communication and communication in order to promote the understanding, trust, cooperation and support of the relevant public at home and abroad, to shape its image and create the best social environment for its own development. Modern public-private relations have a history of nearly one hundred years. As a science and art of shaping organizational image, it 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 great role in the marketing process. The ultimate goal of city marketing is to look forward to

the understanding, recognition and closeness of the broad audience to the city, so it is impossible to enhance the visibility and influence of the city by passively accepting city marketing by the audience. The public * * * relationship can subtly impress the audience with the power of communication by implementing brand strategy and image building, so as to promote the implementation of urban marketing strategy and play a huge role in promoting the construction of urban marketing. Its main manifestations are as follows:

(1) Improving city soft power

First, the relationship between the public and the public is helpful to shape a good city image. The city image includes three levels, namely, the material level, the management behavior level and the 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 current development situation of the city and the expectation of the future development trend of the city. The public * * * relationship 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 public-private relationship is conducive to establishing a first-class city brand. If a city wants to succeed in marketing activities, it should make use of its own advantages, refine its distinctive core values and establish a unique city brand. And in the process of shaping the city brand, with the means of public relations as the axis, through various effective ways such as concept positioning, value dissemination,

brand packaging, in-depth publicity, etc., the audience can feel the cultural connotation of a city in the process of experience, leaving a deep and vivid impression in their hearts, so that the city name is closely tied to its image and brand.

thirdly, the relationship between the public and the public can effectively enhance the charm of the city itself. The value of urban existence 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 activities planning and organization. < P > By J, the city has changed from familiarity to familiarity, from liking to loving.

(2) Coordinating the relationship between the inside and outside of the city

The relationship between the public and the outside is mainly to deal with the relationship between the internal public and the external public. Internally, it should win the recognition and support of the citizens for the city and unite and unite the strength of the general public; Externally, public relations should be handled with various media, investors, tourists, conference participants, etc., and effective means such as communication and communication should be used to gain the trust, understanding and support of the external public, so as to lay a good foundation for the effective implementation of urban marketing and the long-term development of the city itself.

(3) Building a service-oriented government

Through public relations activities, 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 the efficiency of the government, reduce administrative costs, and better build a service-oriented society.

V. Embedding mechanism of public * * * relationship in the process of urban marketing

Public * * * relationship plays such an important role in urban marketing

. How to make better use of it, embed it in the process of urban marketing

, and enhance the attractiveness and influence of the city deserves our serious consideration.

(1) 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 meet the audience's needs for urban functions and