Urban development would be halted with the over-concerned of material life, the rising unemployment, the increase in crime rate, the deterioration of living standards, the decrease in population, the deficiency of tax revenue, and the difficulty of industrial change. The sustainable development of a city would be also endangered. Urban development world not move. The sustainable development of a city would be also endangered. To successfully deal with these problems and gain the new-vitality for the city, besides the renovation of hardware and facilities, soliciting investment, upgrading industry, and reorganization of urban appearance all are very significant strategies for the city to survive and thrive. However, to a city, it is necessary to introduce innovations in the way that sustainable development is done. The application of the theory and concept of urban marketing is a revolution of the concept of urban management.
Marketing is originally the part of business in which is concerned with the way in which a product is sold. The application of marketing techniques to urban development would cover a wider range of city selling. It helps to revive vitality of cities through the marketing management of urban tangible and intangible value. Generally speaking, with the increase in vitality of industry and the rival of the economy, urban can become active again. However, these are only rigid developments. To guarantee the sustainable development for a city, it is necessary to propagate the idea of marketing, and build up the culture of citizens.
It has been over twenty years since the reformation and liberalization in Mainland China. Indeed, the reformation and liberalization has resulted in a vivid progression for the whole country, especially in the economical achievement of the alongshore cities. It is something like a huge magnet, attracting capital from all over the world. The investments of Taiwan merchants in Mainland China have been seen one after another. Even so, in Chinese, there is still not enough systematic research of urban marketing done by the government or the academic system.
Furthermore, the economical and trading development discussed in China has always been more concentrated on the southern part than on the northern part of China. In fact, the role of economical power of the district around Po-Sea has been significant during modern history of China. From local economical point of view, Dalian is the most important city in the area of northern China. The pattern of its development is different from those of other alongshore cities in the southern China where the economy and society system has been reformed and liberalized. The leader of the city government possesses very clear rules for administration. The characteristic of infrastructure of the city, plus achievements of various soliciting investment, has possessed the basic elements of urban marketing.
According to the result of checking the strategy and policy of Dalian urban marketing by using theory of strategic planning and measuring the actual achievement of its urban marketing by the method of Delphi, it is discovered that Dalian¡¦s urban marketing strategy¡Ð¡¨not for the biggest but for the best¡¨, is very accurate. It has become the common value of the residents regarding their city; therefore, both of the defining urban appearance and the international costume festival can be accepted by the public. People also highly accept the role of Dalian as a harbor city. Nevertheless, the city government has no way to satisfy what people need about this point. Another important point discovered in this research is that the culture deficiency has a negative effect on the city development, although Dalian obtained very significant achievement in soliciting investment and upgrading industry. It is an obvious problem that Dalian is much more concentrated on economy and less on cultural development during the process of urban construction.
To solve the problem of urban development not moving, Kotler, the mastic of marketing, proposes the theory of urban marketing, which has been proven work well in many European countries. But it is the first time to examine Mainland China¡¦s urban development by using urban marketing theory. Based on the theory and real case study, it has been proven that the reorganization and development of economy can reduce the barrier of the different political system. Furthermore, it also riches and strengthens in contents of Kotler¡¦s urban marketing theory.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0110102-134030 |
| Date | 10 January 2002 |
| Creators | Chun, Chu-Ke |
| Contributors | Hsiu-hsiung Bai, Ming-shen Wang, Bert-wen Lin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0110102-134030 |
| Rights | unrestricted, Copyright information available at source archive |
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