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MARKETING STRATEGY AND DEVELOPMENT OF COMPETITIVENESS IN XI'AN

Cheng Shu-qiang

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Abstract

This essay first reviewed the background of city marketing theory and its concept.Then it discussed the relationship between city marketing and city competitiveness,and the procedures of city marketing.Based on the discussion,SWOT method were used to analyze the opportunities,threats from the internal and external environment,and the strengths and weaknesses of the city Xi'an,and some strategies for the strengthening of its competitiveness were put forward The paper concluded that the city Xi'an can overcome the constraints of the environment and get through the bottle-neck of itself by following these strategies.

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What this paper is about

This essay first reviewed the background of city marketing theory and its concept.Then it discussed the relationship between city marketing and city competitiveness,and the procedures of city marketing.Based on the discussion,SWOT method were used to analyze the opportunities,threats from the internal and external environment,and the strengths and weaknesses of the city Xi'an,and some strategies for the strengthening of its competitiveness were put forward The paper concluded that the city Xi'an can overcome the constraints of the environment and get through the bottle-neck of itself by following these strategies.

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Available abstract

This essay first reviewed the background of city marketing theory and its concept.Then it discussed the relationship between city marketing and city competitiveness,and the procedures of city marketing.Based on the discussion,SWOT method were used to analyze the opportunities,threats from the internal and external environment,and the strengths and weaknesses of the city Xi'an,and some strategies for the strengthening of its competitiveness were put forward The paper concluded that the city Xi'an can overcome the constraints of the environment and get through the bottle-neck of itself by following these strategies.

Key concepts: SWOT analysis, City marketing, Marketing, Business, Marketing strategy, Strengths and weaknesses, Political science, Tourism

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