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The embedded mechanism of public relations in urban marketing in my country

Ning Deqiang, Lei Yu

Abstract: Urban marketing has been increasingly recognized Cities attach great importance to and practice public relations and public relations play a huge role in urban marketing.

In view of the lack of individuality in marketing positioning, low citizen participation and uneven urban software and hardware construction

4 a- that appear in my country's current urban marketing, reasonable public relations positioning, S strategy,

h and other issues can effectively embed public relations into city marketing by enhancing government marketing awareness, implementing city brand strategy, and handling CI crisis public relations, thereby helping the city create a good image and improve its charm. .

Keywords: public relations; urban marketing; city brand; city image

CLC number: F713 Document identification code: A Article number: 1674-8425 (2010 )06-0041-05

Since the emergence of cities, they have faced two major stages: how to plan, manage and think about - "urban marketing concept". Emerging urban development issues. With the process of economic integration and global commercialization, city marketing thinking is accelerating compared with traditional city marketing thinking. As a representative of regional competitiveness, cities have entered a leap in commercial interactions. The biggest change lies in: the starting point for thinking about problems. Yi platform, how to increase the city's competitiveness at home and abroad from being "city-centered" in the past to "urban audiences as the competitiveness center" has become an urgent issue for urban development. This not only complies with the development trend of the times, but also makes tE

At this time, urban marketing was born in response to the requirements of the times and became urban competition. Urban management theory has been sublimated to a new height. It is precisely this kind

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The breakthrough in improving the power and the city's image that stands out is the shift to the "urban audience"-centered research perspective, which is a shortcut for public relations

. The department's involvement in urban marketing activities provides new opportunities.

1. The connotation of urban marketing 2. The components of urban marketing activities

Currently, the development of urban marketing activities in various domestic and foreign cities in their respective competitive fields consists of three major elements. These three elements are: an inevitable trend due to the rapid development of society. It is also the first development of the market mechanism in urban resource allocation and the main body of urban marketing. Refers to the government in the city. an external extension of its role. So many cities are faced with extremely limited social resources where the government is not only the leader, organizer and manager of urban business activities, but will inevitably develop a self-marketing questioner, who is also responsible for urban production, life, housing, and the internal and external environment. Ask questions. Urban marketing is to give full play to the overall function of the city as provider, supporter and guarantor. Therefore, it has the dual identity of urban managers to strengthen the core competitiveness of the city, establish a unique image of the city, and urban marketers. The government undertakes the major task of promoting the city to enhance its visibility and reputation, and to meet the needs of governments, enterprises and public institutions, especially the rapid development of social management activities and processes in the world's economic, political, cultural and other interests. In the context of the vigorous rise of networking and informatization, it is called "J." Its purpose is to allow cities to quickly form the core competitiveness of the central government's economic development for local governments, especially local governments, through urban marketing, and promote the sound and healthy development of the urban economy. Rapid development. Development control continues to weaken, which further motivates local governments to directly

With the deepening development of urban marketing theory and practical activities, in the face of various fierce competitions, urban marketing methods are enhanced. The theory continues to evolve and change, and it has experienced traditional marketing competitiveness. Therefore, the main marketing idea played by the government in urban marketing-"urban products and marketing concepts" and new marketing ideas are becoming more and more important.

Second, the objects of urban marketing mainly refer to consumers in cities, that is, those who have certain consumption needs and desires for urban production, life, living environment and development space, and who have basic consumption capabilities and the intention to purchase them. All actual and potential consumers who consume exchanges to fulfill their needs and desires.

Urban consumers mainly include various social organizations such as corporate legal persons, financial institutions, commercial organizations, scientific research institutes, and medical institutions in a city, as well as various types of personnel such as long-term residents, temporary residents, foreign investors, and tourists. .

Third, the intermediary elements of urban marketing. It refers to the various intermediary factors that enable urban marketers to attract existing and potential urban consumers into the city, thereby making the city's society, economy, politics, and culture flourish. This is what we usually call urban environmental conditions. This mainly includes the city's "hard environment" such as a city's traffic environment, infrastructure, and municipal projects, as well as the city's "soft environment" consisting of the city's economic vitality, systems and regulations, social trends, and citizen quality. ".

The three major elements of city management, the subject, the object, and the intermediary, are unified with the three major elements in the implementation process of public relations. This establishes a basis for the effective embedding of public relations in urban marketing. Premise basis.

3. Main problems in urban marketing in my country

At present, there are a series of problems in the urban marketing process of many cities in my country

From the perspective of public relations, we can summarize it into the following five aspects:

First, the relationship between "different" and "same" has not been correctly handled, and the city's marketing positioning lacks personality. Our country has a vast land area and a large number of cities. Cities in different geographical locations and even different cities in the same geographical location have different characteristics. They have their own irreproducible historical and cultural traditions, their own unique natural resources and environment, rich and diverse social and cultural forms, and completely different development histories and current situations. Therefore, when carrying out urban marketing, all factors must be considered, and positioning cannot be blurred or blindly cloned. At present, many cities in our country have failed to find a reasonable and appropriate theme positioning. Some have a weak foundation, but have a high positioning, and blindly follow the trend and compare; some have many resources and environmental advantages, but fail to grasp the core competitive elements, and are greedy for bigness and seeking perfection; some are not conceptual in the positioning theme. The definition is vague. For example, some cities are positioned as "historical and cultural ancient capitals", but which history, which culture, and which ones are unique are not clearly defined. It is difficult for people to recognize it and has no characteristics, which makes it difficult for people to recognize it. People simply cannot form a deep and special impression.

Second, the relationship between “inside” and “outside” has not been properly handled, and the level of urban citizen participation is low. The quality and behavior of the residents living in a city directly reflect the taste and cultivation, magnanimity and image of the city, and are an important window to the city. Therefore, city

marketing is by no means simply formulating a set of concepts, nor is it something that can be solved only through external publicity by certain institutions and media. It must have the enthusiastic participation and unremitting efforts of all city residents. . At present, the marketing in some cities in our country has not been able to truly penetrate into the inner world of the general public, and has not allowed the majority of urban residents to comprehensively and clearly understand the ultimate purpose of urban marketing. As a result, many citizens have no idea what urban marketing is, and the concept of "urban marketing" has emerged. The misconception that marketing has nothing to do with you, it’s the government’s business” is a very prominent “shortcoming”. Urban marketing requires not only government guidance and planning, but also the support, participation and cooperation of all citizens. High citizen participation is the basic guarantee for doing a good job in city marketing and promoting the city's image.

Third, the relationship between "near" and "far" is not properly handled, and the long-term interests of the city are ignored. From a certain level, the purpose of urban marketing is to increase the city's visibility and reputation, so as to attract the attention of the general public and achieve rapid and high-quality development of the city's economy and culture. But urban marketing is by no means the same as corporate marketing. Because the ultimate focus of corporate marketing is profit growth, while the ultimate focus of urban marketing is the long-term development of the city. At present, in order to promote the rapid development of the local economy, many cities in our country do not hesitate to sacrifice the environment and waste resources, which has led to the rapid consumption of the city's available resources, posing a serious threat to the urban environment and the development of future generations. Hidden dangers were laid. This narrow-minded thinking and wrong approach of eager for quick success and immediate profit is a big taboo in urban marketing. It ignores the sustainable development and overall interests of urban marketing. Even if it has brought huge profit returns in the near future, it will definitely hinder the future. urban development.

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

The construction of urban software and hardware is uneven. One of the focuses of urban marketing is to achieve the ultimate goal of marketing by integrating various urban resources, shaping city brands, and establishing characteristic industries. It requires a systematic combing of the city's primary industry, secondary industry, tertiary industry, land energy, human resources, cultural resources and many other factors to find

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Own advantages. Therefore, urban marketing is by no means a specific aspect of construction. It requires not only the construction of urban infrastructure and other hardware environments, but also the creation of urban cultural atmosphere and the development of citizens. The construction of software environment such as quality training

achieves the mutual echo

response between the development of software and hardware, making urban marketing activities "both virtual and real" and "both physical and spiritual".

Fifth, the relationship between "inheritance" and "abandonment" is not correctly handled, resulting in poor continuity of urban marketing. Urban marketing requires the guidance and planning of government agency leaders. Their value orientation, action style, and even personality traits will have a profound impact on urban marketing activities. Due to changes in the leadership of government agencies, work ideas will change accordingly. Often a slogan will be changed every time a leader changes, or some leaders will After pouring their efforts, some leaders

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

while others pay attention to the construction of other fields. This will lead to This has formed the disadvantages of low continuity and poor durability of urban marketing work, which greatly affects the final effect of urban marketing and leads to audience loyalty

Not high. At present, foreign city marketing also has problems in this regard, but compared to our country, the situation is slightly better. Foreign countries mainly adopt city legislation, multi-year budgets, etc. Institutionalize the core ideas of urban marketing activities

so that urban marketing can run on a more stable

track. These experiences are worth learning from.

In response to the above shortcomings and existing problems, public relations should be embedded in the city marketing process to better promote city marketing, thereby forming a unique image of the city that is different from other competitors, allowing social capital< /p>

Recognize yourself, favor yourself, and trust yourself.

IV. The connotation of public relations and the role of embedded urban marketing

Based on the views of domestic and foreign scholars, we put the public relations field

Defined as: A social organization strives to adopt various methods such as dissemination and communication in order to promote the understanding, trust, cooperation and support of relevant internal and external publics, to shape the image of the organization and create the best social environment for its own development. actions, and the various relationships that arise consciously from them. Modern public relations has a history of nearly a hundred years of development. As a science and art of shaping the image of an organization, it focuses on sincere communication and candid exchanges between organizations, organizations and audiences. Interactive understanding, positive feedback and mutual trust and understanding. It is also an important means in marketing activities and plays a huge role in the marketing process. The ultimate goal of city marketing is to expect the broad audience to understand, recognize and be close to the city. Therefore, relying on the audience to passively accept city marketing cannot enhance the city's popularity and influence. And public relations can use the power of communication to subtly impress the audience through the implementation of brand strategy

image building, so that the audience can actively accept it, thereby promoting the implementation of the urban marketing strategy and affecting the impact of urban marketing. Construction plays a huge role. Its main manifestations are as follows:

(1) Improving the city's soft power

First, public relations help to shape a good city image. City image consists of three levels, namely the physical material layer, the management behavior layer and the ideological and conceptual layer. The city's image is not only the accumulation of the city's historical culture and architectural heritage, but also a true expression of the city's current development status and expectations for future urban development trends. Public relations can allow the audience to experience the charm, strength and image of the city through a variety of interactive communication channels, and increase the audience's sense of identity and proximity to the city.

Second, public relations are conducive to establishing a first-class city brand. If a city wants to achieve success in marketing activities, it should use its own advantages to condense its own distinctive core values ??and establish a unique city brand. In the process of building a city brand, we take public relations as the axis and use various effective ways such as concept positioning, value dissemination, brand packaging, and in-depth publicity to make the audience experience the process. Feel the cultural connotation of a city and leave a deep and vivid impression in your heart, so that the city name is closely tied to its image and brand.

Third, public relations can effectively enhance the city’s charm. The value of a city's existence is reflected in satisfying the public's desires and needs through various manufacturing, tourism, service industries, infrastructure, etc. Public relations can attract the public to experience the stimulation and influence of the city through certain activity planning and organization, so that the public can change the city from being familiar with it to becoming familiar with it, and from liking it to loving it.

(2) Coordinate the internal and external relations of the city

Public *** relations in the city mainly deal with the relationship between the internal public and the external public. Internally, it must win the recognition of the city from the citizens. and support, unite and gather the strength of the general public; externally, public relations must handle the relationship with various media, investors, tourists, conference participants, etc.

Use dissemination and communication and other effective means to gain the trust, understanding and support of the external public, laying a good foundation for the effective implementation of urban marketing and the long-term development of the city itself.

(3) Build a service-oriented government

Through public relations activities, accurately grasp the needs of the audience, rationally integrate and dispatch city resources, and establish the idea of ??"audience first" concepts, optimize the city's infrastructure, public services and product offerings, effectively improve the audience's psychological satisfaction and emotional cohesion, continuously improve the government's efficiency, reduce administrative costs, better build a service-oriented government, and promote urban marketing The activities are booming.

5. Embedding mechanism of public relations in the urban marketing process

Public relations play such an important role in urban marketing

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

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

(1) Enhance the government’s awareness of urban marketing as a public relations body

If a city wants to develop, it must start with a change in concepts. Urban government departments should transform from the past "city-centered" concept to an "audience-centered" marketing concept, and fully realize that the urban marketing process should be a process that meets the audience's needs for urban functions and products. This need includes not only general material needs, but also needs in the spiritual and cultural fields. The functional positioning of city governments should also be transformed. The spirit of reform and innovation should be used to promote the transformation of local government departments from "bureaucratic government" to "enterprise government", from urban planners to urban marketers, and to deepen the understanding of urban marketing functions. Comprehensively understand and lay a solid ideological foundation for better city marketing activities.

(2) Highlight the city’s competitive advantages and properly conduct public relations positioning

Modern city marketing activities often result in high homogeneity of urban development, vague positioning, and mismatch between strategic goals and development models. There are many problems such as excessive reliance on external publicity and low input-output in attracting investment. The crux of these problems lies in the lack of proper public relations positioning in city marketing activities. Public relations positioning is the cornerstone of establishing a city brand, and it is also the interpretation of the city’s spiritual core. The city's public relations positioning is essentially to place the city under the vision of the target audience and form a distinctive personality and brand image. Such as Shanghai - "China's Financial Center", Chengdu - "Sichuan Leisure City", Hainan - "International Tourism Island", Jingdezhen - "China's Porcelain Capital", etc. When carrying out this type of public relations positioning, first, we must measure the advantages and disadvantages of our own environment and resources; second, we must consider the degree of recognition of the positioning by urban audiences. Never let the match between city positioning and city audience perception deviate too far. All in all, only when a city carries out a scientific and reasonable positioning and finds a core theme suitable for its own development can it have distinctive core competitiveness and maintain lasting vitality and vitality.

(3) Implement city brand marketing strategy

City brand is a city’s valuable potential capital. Successfully building a city brand is the essence of integrating city resources, managing the city's image, and realizing leap-forward development of the city. It is also the only way to promote the sustainable development of the city. In the process of building a city brand, you can choose the following approaches: The first is to leverage the soft and hard environments of the city to operate and enhance the city brand. The city's unique natural landscape, unique architectural style, rich historical heritage, and rich cultural connotations are all options for building a city brand. For example: Beijing, as the capital of our country, has a rich historical and cultural heritage of more than 3,000 years. At the same time, its avant-garde urban construction gives it an international metropolitan style that perfectly combines classical tradition and modern fashion. The second is to use well-known corporate brands to shape the city's brand in the opposite direction. For example, the formation of Qingdao's city brand relies to a large extent on a number of well-known corporate brands at home and abroad, such as Haier, Hisense, Double Star, Aucma, and Tsingtao Beer. The third is to develop city brands with the help of advantageous industries. For example, the garment industry in Dalian, the beer industry in Qingdao, the petroleum industry in Daqing, and the tobacco industry in Yuxi have all used their advantageous industries to create city brands and increase the city's visibility. The fourth is to shape the city's brand by holding major events. For example, the "Tour of Qinghai Lake International Cycling Race" in Xining, the "Forum of Asia" in Boao, and the "Three Gorges

International Red Leaf Festival" in Wushan, Chongqing have all enhanced the city's visibility and reputation.

Developed the local tourism and hotel industry. Fifth, we must formulate a city brand marketing strategy to achieve systematic and sustainable city brand marketing. After the city brand marketing strategic policy is formulated, it must also be effectively implemented. During the implementation process, it is necessary to strengthen the supervision and revision of the city brand marketing

strategic process, regularly evaluate its effectiveness, and dynamically adjust the city in real time. The brand marketing strategy ensures the effectiveness and adaptability of the city's brand marketing activities in an all-round way.

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

Urban image is people’s all-round perception of elements inside and outside the city. A good city image can give the city a high visibility and reputation, and bring many visible and invisible assets to the development of the city. Therefore, city image is an important aspect of city marketing. To create a good city image, the CIS strategy in public relations can be implemented. CIS is the abbreviation of organizational image design, which mainly includes three aspects: concept identification system (MI), behavior identification system (BI), and visual identification system (VI). Among them, the concept identification system is the spirit and belief of all organizations and the public within a city, as well as the citizen literacy and spiritual perception reflected therefrom. It is the soul of a city's image and the core part of its temperament and personality. This makes a city Different from other cities. The behavioral recognition system of city image is the embodiment of urban concepts at the behavioral level, which is mainly reflected in various large-scale activities in the city and the characteristic traditions of urban residents. The visual identification system of the city's image is the most direct part of the city's image, which is represented by the city's image logo and a series of visual specifications. The city should, under the unified planning and coordination of the government, build an urban concept, culture and system that can represent the city's connotation and cultural characteristics without being conventional

Adjust the cultural and visual culture system to make it consistent with the city's positioning, temperament

and personality, and gradually build the city's image culture.

Ning Deqiang, et al.: The embedded mechanism of public relations in urban marketing in my country

Appropriate, timely and effective public relations activities must be taken after the crisis.

(5) Crisis public relations management, establishing a good city image to make up for the various image losses caused by the crisis, and promoting the city's brand name

In the process of development, cities will inevitably encounter many reputations. be restored to create a good image of the city. Public security issues and governance crises. This not only brings huge losses to the city's economic growth

but also damages the city's reputation and image.

Crisis public relations is to use mass communication, two-way communication and other methods to obtain the understanding, tolerance, support and cooperation of the target public. Jiang Xiaofei. Research on countermeasures of urban marketing in my country[J]. Consumer Guide, author. When public security issues and governance crises occur, the government should have 2007(8). To have crisis public relations awareness, you must do the following three aspects: First, [2] Chen Zhangwang. The current situation, problems and countermeasures of urban marketing in my country [J]. Fuzhou achieves timely release of information and uses press conferences and TV broadcasts to teach university journals, 20

6(1). Various effective measures such as hotline and government hotline have been adopted to ensure the public’s right to know. [3] Qin Qiwen. Modern public relations science[M]. Chongqing: Southwest Normal University This can effectively enhance the city government's press in the minds of the general public. 2oo7． Trust and reputation unite people's hearts; second, when a crisis occurs [4] Hu Shengjie, and Gong Ming. A preliminary study on urban marketing strategies[J]. Gansu Agriculture,

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

Mobilize forces to resolve the crisis in the shortest possible time, minimize the damage, and strive to protect urban public safety and social stability; third (Editor-in-Chief Kuang Tanli)

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