CAJ | 학술논문

城市营销已经被越来越多的城市所重视和实践，公共关系在城市营销中发挥着巨大作用。针对我国目前城市营销中出现的营销定位缺乏个性、市民参与程度较低和城市软硬件建设不均衡等问题，可以通过增强政府营销意识、合理公关定位、实行城市品牌战略和CIS战略、危机公关处理等手段将公共关系有效嵌入城市营销，从而帮助城市塑造良好形象，提高城市魅力。
성시영소이경피월래월다적성시소중시화실천，공공관계재성시영소중발휘착거대작용。침대아국목전성시영소중출현적영소정위결핍개성、시민삼여정도교저화성시연경건건설불균형등문제，가이통과증강정부영소의식、합리공관정위、실행성시품패전략화CIS전략、위궤공관처리등수단장공공관계유효감입성시영소，종이방조성시소조량호형상，제고성시매력。
City marketing has attracted more and more attention of cities and has been put into practice, in which public relation plays an enormous role. In view of such problems as lacking of features in marketing orientation, less participation of citizens, and disequilibrium of city hardware construction, public relation can be utilized to help create good city images and improve city charms through such means of effective embedding as increasing government awareness of marketing, rationalizing public relation orientation, implementing city brand strategy and CIS strategy, and handling crises with public relation.