摘要：随着经济全球化的不断深入，城市间的竞争日益加剧。中国已经进入城市营销的时代，城市营销成为城市摆脱发展困境、促进社会经济发展和提高城市竞争力的重要方法和手段。衡水的城市营销实践虽然取得了一定的成就，但是仍然存在诸多的不足，如何使衡水的综合竞争能力继续增强，是一个重要而现实的课题。

　　　本论文综合运用文献研究法、点面结合法、案例对比法、多学科交叉分析法等研究方法。主要论述城市营销策略研究的背景及意义，阐明城市营销的概念及内涵，以杭州和马尔代夫为例，作了国内外城市营销经典案例对比，从中得出衡水城市营销的启示。通过SWOT分析对衡水的优势、劣势、机会、威胁进行简要说明，此外，运用STP战略进行衡水的市场细分、目标市场选择及城市定位，总结衡水城市营销4P组合策略，进而得出衡水城市营销策略的具体建议：明确衡水城市形象定位，全力打造滨湖生态园林城市；改善衡水居住生活环境，吸引人才；扩充产业集群，树立企业品牌；依靠大型事件推广衡水；运用多种媒体宣传衡水。

关键字：城市营销；城市定位；营销组合

ABSTRACT：With the deepening of economic globalization, the competition among cities is more and more fierce. China has entered the era of city marketing, city marketing has become an important means, which help the city get rid of dilemma, promote social and economic development and improve the competitiveness of the city. Hengshui city marketing practice has made some achievements, but there are still many problems. It is an important and realistic topic that how to make the comprehensive competitive ability of Hengshui continues to strengthen.  In this paper, there are many methods, such as literature research method, point method, case comparison method and interdisciplinary research method. The paper mainly discusses the background and significance of the research on the marketing strategy of city, clarifies the concept and meaning of city marketing, takes Hangzhou and Maldives as the examples,compares domestic and foreign city marketing classic case, obtains Hengshui city marketing enlightenment. Through SWOT analysis, Hengshui’s advantage, disadvantage, opportunity and threat are briefly introduced, in addition.Use STP to make market selection, target market segmentation and city positioning of Hengshui. Sum up the Hengshui city marketing 4P mix strategy, and then draw the specific suggestions on marketing strategy: clear Hengshui’s city image positioning, build ecological garden city of Hengshui; improve the living environment of Hengshui, attract talent; expand the industrial cluster, set up the enterprise brand; promotion Hengshui relying on large-scale event; propaganda Hengshui using a variety of media.

Keywords：city marketing；city positioning；marketing mix strategy

　　　理论意义：城市营销的具体实施，是对市场营销的佐证，本论文是二者相辅相成的结果，系统构建城市营销理论无疑是一项有意义的理论工作。实践意义：吸收更多投资，招揽更多游客，引进更多人才，符合我国加快城市化进程的构想，为适应市场经济和提升城市实力提供理论资源。城市营销理论是营销学的一个重要分支，也是提升城市知名度和竞争力的重要手段，城市建设、规划和宣传是城市营销理论被广泛运用的地方，城市营销的一个重要研究方向就是加强理论基础研究和科学性研究。在未来的探索中，通过一些具体的城市营销策略，特别是重大事件来进行城市营销将会成为国际国内城市营销发展的一个重要方向。

　　　衡水正面临着空前的发展机遇和挑战，运用城市营销理论结合衡水发展的实际情况，分析衡水的内外部环境及战略环境，制定STP战略和4P组合策略，提出针对衡水城市营销策略的具体建议，进而推动衡水的经济开发。