如何进一步提高城市营销的效率？如何面向更广泛的受众群体营销城市？这是学界与
业界关注的焦点，在社会化营销大时代，基于公共视角的城市营销将成为激发城市活力，
促进城市全面发展和满足城市受众与社会需求的重要手段。

论文立足于西安市基本市情，从城市营销的主、客体出发，探讨基于公共视角的西
安城市营销策略，通过对西安城市营销的内外部环境以及 SWOT 分析，剖析城市营销
策略中存在的问题，并作原因分析，引用经济学、管理学以及市场营销经典理论，综合
运用系统分析、理论研究与实践分析相结合的方法，深入解剖、分析西安市城市营销策
略中存在的公共视角缺失的问题，着重从城市定位、城市服务营销、城市文化营销、城
市建设与公共互动、城市营销的公共传播等方面阐述西安市城市营销策略。

论文研究的主要内容分为五个部分：第一章，介绍本课题的研究背景、国内外研究
概况、思路方法；第二章，介绍城市营销的概念和组合策略理论；第三章，对西安城市
营销的现状及问题进行分析；第四章，对西安城市营销的内外部条件进行 SWOT 分析,
并提出城市营销策略方案。第五章，阐述城市营销策略方案的实施及其评估。从公共视
角，着重从城市定位、城市公共营销、城市服务营销、城市文化营销、城市营销传播等
方面阐述西安市城市营销策略。

论文的研究有助于进一步厘清、拓宽城市营销的思路，科学开展城市营销活动，提
高城市竞争力，获得城市竞争优势，促进城市经济社会的全面、协调与可持续发展,亦将
有助于西安更好地向世界展示城市品牌形象。

关 键 词： 城市营销；城市管理者；公共视角；营销策略；西安
研究类型： 应用研究

Subject : Research of the Xi'an city marketing strategy based on the
perspective of public
Specialty ：Master of BusinessAdministration(MBA)
Name ：Wanghui （Signature）
Instructor ：Zhangquanyu （Signature）
ABSTRACT
Nowadays，as a gem from social and civilization progresses, cities are developing faster
with production factors flowing swifter. Competitions among cities for resources like
economy, intellectuals, knowledge, society and culture have intensified .How to further
improve the efficiency of city marketing How to make the city clear to the audience more
widely This is the main topics of the academia and industry. The city marketing based on the
public view has played a crucial role in stimulating city vitality, promoting city development,
creating city values and satisfying people and society’s needs, especially in the beginning of
the global financial recovery.
The paper based on the basic situation of Xi'an City, starting from the main providers and
audiences of city marketing, to study Xi'an city marketing strategy based on public view, by
the analysis of the internal and external environment and SWOT of Xi'an city, find the main
problems in the city marketing strategy, and analysis the reason, use economics, management
and marketing theory, comprehensive system , research and practice of a combination of
theoretical analysis, in-depth anatomy, analysis of the public view of defects in Xi'an city
marketing strategy in the problem, focuses on Xi'an city marketing strategy from the aspects
of city location, city marketing, city marketing, city culture construction and public
interaction, city marketing public communication etc..
The essay is divided into five parts: part one introduces the research background, an
overview of related international and domestic researches. Part two includes the meaning,
methods and connotation of the research. It also shows the combination strategy theories of
city marketing. Part three is introductions of basic situation of Xi’an as well as an overview of
its construction and development. It also includes in-depth analyses of problems the
government has in city marketing and analyses of their causes accordingly. Part four focuseson the environment analyses and SWOT analyses while part five deals with city marketing
strategies in Xi’an from the government perspective in terms of city position setting, city
construction and management, city service marketing, city culture marketing as well as
communication of city marketing.
The paper research is helpful to further clarify and widen the city marketing ideas, to
the city marketing activities, to improve the competitiveness of the city, won the city
competitive advantage, to promote comprehensive, coordinated and sustainable economic and
social development. It will also help Xi'an to show city brand image to the whole world.
Key words: City Marketing; Government; Marketing Strategies; Xi’an
Thesis : Applied Research