Study on Innovative Strategies of City Marketing Under Globalization Background

Nowadays, with the rapid development of globalization, if a city want to be prominent in the world, it must use the tool of marketing to set up a new city image in order to enhance the competitiveness of the city. City Marketing is the method that uses marketing theory to integrate the city´s political and economic resources in order to find a consistent line of development in accordance with the market economy. This paper probes the reason why to market the city under background of globalization, analyzes the method how to market the city from aspects of market segmentation, targeting and positioning in depth, and puts forward the innovative strategies of city marketing.