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地方营销

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所有的城市都在为资源和“眼球”而竞争。有些城市拥有仅需宣传的天然吸引物,而缺少天然吸引物的城市则必须设计它们的特色标记。建筑师弗兰克.格里通过一座新博物馆创造了一个建筑奇迹,在这之前没人想去西班牙的毕尔鄂,现在毕尔鄂则已经成为了一个旅游目的地;如果没有泰姬陵,谁又会去印度的阿格拉呢?
本书是第一本将现代营销理论应用于如何尽力在目标受众心目中让某座城市得以光彩夺目并增加其影响范围和吸引力的著作。
“这本书不仅预测未来,而且为那些想拥有一个美好未来的地方提供了蓝图。本书文笔流畅、条理清晰,是地方营销管理者的必读本。”
——特罗伊-莱斯营销策划公司董事长沃·莱斯
“提供了成百种有效营销城市、州(省)和国家的新主意,是涉及经济发展的每位私人企业和公共企业工作人员的必读本。”
——Fantus信息管理公司董事长罗伯特·M.艾迪
“本书运用恰如其分的观点——深入浅出-——探索了地方领袖能够做出的创造就业机会和刺激经济增长的方法。”
——纳尔逊·A.洛克菲勒政府研究院主任理查德·P.内森
“充满有趣的观点和案例研究。对动机冲突的无效-陛和对为吸引工商业而增多基本的地方特长(如基础设施、教育)的专注要求提出了质疑。”
——世界银行高级经济学家阿斯沃克·默迪
“我们每个人都能在这部创新性的作品中找到针对自己的有效的应用之处。作者还对如何在有需求增长和竞争性的市场中取得地区的优势地位提供了有价值的指导。”
——宾夕法尼亚大学沃顿商学院哈金森全球竞争和创新中心主任乔治·S.戴
“……极好的作品……在城市经济发展和市场化应用方面填补了空白。”
——哥伦比亚大学雷蒙德·D.霍顿
“每位前瞻性的美国市长,州长和政府领导必须阅读本书。”
——《营销大转向》联合作者斯坦·瑞普
Content Description

为菲利普·科特勒营销作品的经典之作,是关于地方营销的开山之作、奠基之作,是第一本将现代营销理论应用于如何尽力在目标受众中突显某座城市或某个区域并增加其影响范围和吸引力的著作,它开辟了营销从企业到地方的新天地。书中不仅充满了地方发展的新思想、新观念.新方法,而且还深入分析了与我们现在时代背景相似的、科特勒当初关注地方营销时的美国社会各种案例;对于中国当前不同的单位、乡镇、城市、区域而言,包括地球村的公民意识、企业家精神、技术创新和世界最大的潜在市场等新课题都是新时代带给我们的挑战,而如何制订和实施地方的战略性营销规划,如何吸引投资、产业、旅游和居住者等,《地方营销》都有着强大的理论指导意义和重要的实际参考价值。
Author Description

菲利普·科特勒,市场营销学权威之一,美国西北大学凯洛格管理学院庄臣公司资助的国际营销学教授,曾获得芝加哥大学经济学硕士学位和麻省理工学院经济学博士学位。科特勒博士出版了许多成功著作,在一流刊物上发表了百余篇论文,而且作为营销领域的杰出领先者获得过众多奖项,他是唯一获得三次”阿尔法·卡帕·普西奖”的学者。科特勒博士现任美国市场营销协会理事,并为多家美国或国外的大公司做营销战略方面的咨询。
Comments

“这本书不仅预测未来,而且为那些想拥有一个美好未来的地方提供了蓝图。本书文笔流畅、条理清晰,是地方营销管理者的必读本。”
——特罗伊-莱斯营销策划公司董事长沃·莱斯
“提供了成百种有效营销城市、州(省)和国家的新主意,是涉及经济发展的每位私人企业和公共企业工作人员的必读本。”
——Fantus信息管理公司董事长罗伯特·M.艾迪
“本书运用恰如其分的观点--深入浅出--探索了地方领袖能够做出的创造就业机会和刺激经济增长的方法。”
——纳尔逊·A.洛克菲勒政府研究院主任理查德·P.内森
“充满有趣的观点和案例研究。对动机冲突的无效-陛和对为吸引工商业而增多基本的地方特长(如基础设施、教育)的专注要求提出了质疑。”
——世界银行高级经济学家阿斯沃克·默迪
“我们每个人都能在这部创新性的作品中找到针对自己的有效的应用之处。作者还对如何在有需求增长和竞争性的市场中取得地区的优势地位提供了有价值的指导。”
——宾夕法尼亚大学沃顿商学院哈金森全球竞争和创新中心主任乔治·S.戴
“……极好的作品……在城市经济发展和市场化应用方面填补了空白。”
——哥伦比亚大学雷蒙德·D.霍顿
“每位前瞻性的美国市长,州长和政府领导必须阅读本书。”
——《营销大转向》联合作者斯坦·瑞普
Catalogue

献词
中文版序
Preface
致谢
1 困境中的地方
2 地方如何自我营销
3 目标市场如何做出选择
4 地方评估和战略性营销规划的流程
5 地方提升战略
6 地方形象设计
7 地方形象与信息传播
8 吸引旅游与商务接待市场
9 吸引、保留、扩展和创造本地商务活动
10 扩大出口与吸引海外投资
11 吸引居住者
12 组织起来应对变革
后记
Book Abstract

1困境中的地方
曾几何时,大量的、越来越多的地方——城市、区域甚至整个国家——被列入“病例”名单。根据投资信用评级机构标准普尔投资信用指数的测算,“美国50个州中约三分之二的州、5000多城市中约四分之三的城市正面临财政赤字”。在全国城市联盟1991年度的美国城市财政情况调查中,大多数城市收支不平衡,并造成失业和服务业萎缩。
破产可能是一个地方病况检测的最终结果。1975年中期,纽约对破产还不以为然,最后在联邦政府的援助和强有力的财政疗法下,才艰难地恢复过来。它直到20世纪80年代后期才从巨额财政赤字转为财政盈余。然而好景不长,它再次经受了核心的金融服务业和房地产业萧条、投资者外迁、犯罪率上升和服务业衰退等问题。
1978年克利夫兰发生债务拖欠;费城不得不在20世纪90年代初再度寻求财务支持;而康涅狄格州最大的城市——布里奇波特也在1991年寻求联邦破产法的庇护;1992年美国最大、最繁荣的州——加利福尼亚遇到了100亿美元的巨额财政缺口,公务员工资和供应商货款以打白条的形式支付,直到外财政预算大幅度缩减为止。地方病并不只限于美国。1988年巴西里约热内卢市长宣告该市破产。这要追溯到20世纪50年代。巴西新的联邦首都——巴西利亚建立,这导致金融和商务服务业转移至圣保罗,里约热内卢遭遇到了就业机会和财政收入的双重损失。当地本来期望由欧美游客的增长而带动经济复苏,但里约热内卢“偷盗温床”的恶名阻碍了其旅游业的增长。
Introduction

我们高兴地看到我们的书《地方营销》中文版的出版。中国不仅是世界上人口最多的国家,而且正成为全球经济和政治发展的动力。几乎人人都知道北京、上海和重庆以及在这些城市掀起的建设热潮。在它们广为人知的同时,这些城市也面对着需要解决的地方问题。在这个全球化的、充满竞争的市场中,无论已建立的还是正在崛起的城市,如果想要为人所知或与众不同,就必须学会如何让人们思考:本地如何去吸引游客、工厂、总部或有技术的工人?
《地方营销》是第一本将现代营销理论应用于如何尽力在目标受众心目中让某座城市得以光彩夺目并增加其影响范围和吸引力的著作。所有的城市都在为资源和“眼球”而竞争。有些城市拥有仅需宣传的天然吸引物,而缺少天然吸引物的城市则必须设计它们的特色标记。建筑师弗兰克.格里通过一座新博物馆创造了一个建筑奇迹,在这之前没人想去西班牙的毕尔鄂,现在毕尔鄂则已经成为了一个旅游目的地;如果没有泰姬陵,谁又会去印度的阿格拉呢?
但那些只是博物馆、宫殿及高楼而已,旅游者去到各地已经有多种原因,公司为工厂选址要考虑多方面因素,有技能的人重新选择居住地也有种种原因。地方想要增长和繁荣就必须明确为了吸引其所需的团体和资源而需要做些什么。我们认为,《地方营销》一书就是为每个地区提供一些有章可循的方法,每个地区可以以此思考和规划其未来。
在世界的历史中,中国正处于一个空前的繁荣时期。伴随巨大的人口规模,不断显现出来的技术进步和新经济发展机遇,其正在改变着世界对中国的看法。当机会大量出现时,对这一进程的管理会变得困难,这为战略性营销提供了用武之地。在本书中,我们用一种系统的方法来解答中国怎样才能抓住机会,并做好成长管理。
我们认为,战略性营销规划是任何一个地方主动努力寻求自我发展的中心环节。我们分析了目标市场如何做出选择,如何建立评估体系并加以实施,地方提升有哪些可能发生的情况。如何设计和传播地方形象和信息。更具体地,我们讨论了如何吸引旅游,如何吸引、保留和扩展本地的商务活动,如何扩大出口及吸引海外投资,如何挽留和吸引居民。我们相信中国需要继续组织起来,应对变化。这一过程中的每一步都需要加深理解,仔细求证和评估。
最后,对于中国而言,最终是一个关于地方和人的问题。每个地方营销行为都有其结果。从系统化的视角审视各种可能,可以看到,中国有更大的机会成为一个更强大的经济体,有更大的机会给旅游者留下美好的印象,也有更大的机会,使那些令中国成为一个如此重要国家的各种重要的价值观念受到最小的伤害。

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Jingdong book