Stadtmarketing: Kommunikation mit Zukunft
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Meßkirch
Gmeiner
2004
|
| Ausgabe: | 1. Aufl. |
| Schriftenreihe: | Fachwissen Marketing
Fachbuch im Gmeiner-Verlag |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 373 S. graph. Darst. |
| ISBN: | 3899771052 |
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|---|---|
| adam_text | Titel: Stadtmarketing
Autor: Konken, Michael
Jahr: 2004
Inhaltsverzeichnis
Abbildungsverzeichnis.............................................................................................. 13
Vorwort....................................................................................................................... 15
1. Ausgangsbetrachtungen..................................................................................... 18
Stadtmarketing ist Aufbruch.................................................................................20
Die Stack im Spannungsfeld..................................................................................21
Historische Betrachtung........................................................................................23
Philosophische Betrachtung..................................................................................24
2. Stadtimage__________________________________________________29
Attraktivitatskriterien............................................................................................33
Bedeutung der Imageforschung............................................................................35
Image als Informationsfilter..................................................................................36
Imagebildung in Stadten........................................................................................36
Bedeutung eines positiven Images fur eine Stadt................................................37
Image als Bewusstseinssteuerung.........................................................................37
Wahrheitsgehalt, Aussagekraft, Vorurteil...........................................................38
Imagetransport.......................................................................................................38
Imageveranderung..................................................................................................39
Image im Corporate Identity................................................................................39
Imagekriterien........................................................................................................41
Imagebegriff............................................................................................................44
Imagefaktoren........................................................................................................45
Imagefunktionen....................................................................................................46
Regionaler Imageeinfluss......................................................................................47
Stadtidentitat..........................................................................................................48
Nahbild...................................................................................................................54
Fernbild...................................................................................................................55
3. Stadtmarketing-Grundlagen.............................................................................. 57
Stellenwert Stadtmarketing...................................................................................57
Stadtmarketingidee................................................................................................59
Koordination..........................................................................................................60
Zieldefinition..........................................................................................................61
Beteiligte.................................................................................................................62
Positionierung........................................................................................................63
Besonderheit (Einzigartigkeit)..............................................................................67
4. Begnffsdefinitionen.............................................................................................. 70
Stadtmarketingbegriff............................................................................................70
Standortmarketing.................................................................................................73
Stadtmarketing fur Gemeinden............................................................................73
Regionalmarketing.................................................................................................74
Voraussetzungen fur erfolgreicb.es Regionalmarketing..............................76
Regionalmarketing Ruhrgebiet.....................................................................77
Regionalmarkering versus Stadtmarketing..................................................79
5. Stadtmarketingprozess - strategisches Verfahren.......................................... 80
Neues Verfahren....................................................................................................81
Vorverfahren..........................................................................................................83
Lenkungsgruppe....................................................................................................84
6. Analyse ................................................................................................................... 88
Einwohnerbefragung im neuen Modell Zukunft................................................88
Analysebegriff........................................................................................................89
Analyseziel..............................................................................................................89
Umsetzung..............................................................................................................90
Primarforschung....................................................................................................92
Sekundarforschung................................................................................................92
Analyseanen...........................................................................................................94
Berechnung.............................................................................................................95
Fragetypen..............................................................................................................95
Fragestellung..........................................................................................................96
Basisanalyse............................................................................................................98
a)Historie.......................................................................................................99
b) Geographische Lage................................................................................100
c) Bevolkerungsstruktur..............................................................................100
Analyseformen.....................................................................................................101
Situationsanalyse..........................................................................................102
SWOT-Analyse............................................................................................104
Rechtliche Einschrankungen.......................................................................105
Imageanalyse.................................................................................................106
Konkurrenzanalyse......................................................................................110
Finanzpolitik................................................................................................113
Institutionsanalyse.......................................................................................113
Zielsetzungsanalyse......................................................................................114
Umfeldanalyse..............................................................................................114
Analysefelder........................................................................................................115
a)Wirtschaft.................................................................................................115
b)Tourismus................................................................................................118
c) Innenstadt/Ortszentrum.........................................................................120
d)Kultur.......................................................................................................124
e) Sport..........................................................................................................126
f) Bundeswehr/Militar.................................................................................126
g)Bildung......................................................................................................127
h) Wissenschaft.............................................................................................128
i)Freizeit.......................................................................................................128
j) Infrastruktur..............................................................................................129
k)Wohnen....................................................................................................130
1) Verwaltungen............................................................................................131
7. Kernprozess (strategisch).................................................................................. 133
Impulsveranstaltung............................................................................................133
Zukunftskonferenz..............................................................................................135
Arbeitsphase I: Besinnung auf die Starken der Stadt...............................137
Arbeitsphase II: Der Traum........................................................................138
Arbeitsphase III: Schwachen und Brennpunkte......................................141
Arbeitsphase IV: Thematische Eckpunkte des weiteren
Stadtmarketings............................................................................................141
Workshops............................................................................................................146
Handlungsfelder der Workshops.......................................................................147
a) Basis...........................................................................................................149
b)Wirtschaft.................................................................................................151
c)Kultur........................................................................................................157
d)Freizeit......................................................................................................160
e) Veranstaltungen........................................................................................162
f) Gastronomie.............................................................................................164
g)Tourismus.................................................................................................165
h)Einzelhandel/Innenstadt/Ortszentrum.................................................173
i)Mobilitat....................................................................................................185
j)Bildung......................................................................................................185
k) Wissenschaft und Forschung..................................................................186
l)Gesundheit................................................................................................186
m)Soziales....................................................................................................187
n) Planung/Entwicklung.............................................................................188
o)Okologie...................................................................................................189
p)Verkehr.....................................................................................................190
q)Wohnen....................................................................................................191
r) Verwaltungen............................................................................................192
s) Kommunalverwaltung.............................................................................193
t) Einwohnernahe.........................................................................................193
u) Einwohner................................................................................................195
Mafinahmenkatalog.............................................................................................196
Vernetzungskonferenz........................................................................................196
Leitbildkonferenz................................................................................................197
Presentation..........................................................................................................207
Vorhandene Leitbilder........................................................................................209
Politik....................................................................................................................209
8. Kommunikation................................................................................................. 211
Kommunikationsprozess....................................................................................211
Gruppensteuerung und Teamarbeit...................................................................211
Phasen der Kommunikation...............................................................................214
1. Die Initialphase........................................................................................214
2. Akrionsphase............................................................................................215
3. Integrationsphase.....................................................................................215
4. Realisationsphase.....................................................................................216
Moderation...........................................................................................................216
a)Zeit............................................................................................................217
b)Thema.......................................................................................................217
c) Gruppe......................................................................................................218
Struktur der Sitzungen........................................................................................219
Technische Voraussetzungen..............................................................................220
Sitzordnung..........................................................................................................221
9. Kreativitat_________________________________________________222
Kreativitat.............................................................................................................222
Kreativitatsblocker...............................................................................................224
Kreativitatstechniken...........................................................................................225
Assoziationstechniken.................................................................................227
Brainstorming...............................................................................................228
Metaplan-Technik........................................................................................230
Brainwriting..................................................................................................230
Mind Mapping..............................................................................................231
Drei Stiihle des Walt Disney.......................................................................232
Open Space...................................................................................................233
Positiv/Negativ-Abwagung................................................................................234
Zukunftswerkstatt................................................................................................235
lO.ZielsruDDen.......................................................................................................... 236
Zielgruppenmerkmale.........................................................................................238
Zielgruppenbotschaft...........................................................................................240
Zielgruppenarten..................................................................................................241
Meinungsbildner..................................................................................................241
Einwohner............................................................................................................242
Neue Einwohner..................................................................................................242
Heimische Wirtschaft..........................................................................................243
Dienstleistungsbereich.........................................................................................243
Militarangehorige/Bundeswehr..........................................................................243
Studenten..............................................................................................................244
Medien..................................................................................................................244
Regionale Zielgruppen........................................................................................245
Uberregionale Zielgruppen.................................................................................245
ll.Botschaft__________________________________________________246
Botschaft versus Nachricht.................................................................................246
Ebenen der Botschaft...........................................................................................246
12. Operatives Stadtmarketing------------------------------------------------------249
Stadtmarketing-Mix.............................................................................................249
Produktpolitik......................................................................................................251
a) Bedarfsdeckung und Absatzpolitik........................................................252
b) Bedarfsdeckung.......................................................................................253
c) Absatzforderung......................................................................................254
d) Beteiligungskreislauf...............................................................................255
Primare Stadtprodukte........................................................................................258
Sekundare Stadtprodukte....................................................................................259
Stadtmarke............................................................................................................259
a) Markeneigenschaften...............................................................................260
b) Bewertung einer Marke...........................................................................260
c) Markenpolitik...........................................................................................261
d) Markenmodifizierung.............................................................................262
Preispolitik (Kontrahierung)..............................................................................262
a) Preiseinflussfaktoren...............................................................................264
b) Preisdifferenzierung................................................................................264
Distributionspolitik.............................................................................................265
Kommunikationspolitik......................................................................................266
Klassische Stadtmarketing-Kommunikationsinstrumente.......................267
NeueStadtmarketing-Kommunikationsinstrumente...............................303
13. Corporate Identity.............................................................................................313
Stadt-Identitat......................................................................................................313
Stadt-Design.........................................................................................................315
Logo ............................................................................................................316
Sympathietrager...........................................................................................328
Slogan............................................................................................................329
Stadt-Behavior......................................................................................................331
Stadt-Kommunikation.........................................................................................332
14. Realisation........................................................................................................... 334
Organisation.........................................................................................................338
Koordination in der Realisationsphase..............................................................340
Organisationsformen in der Realisationsphase.................................................342
AgenturStadt................................................................................................342
Kleine Aktiengesellschaft............................................................................344
Kommunalverwaltung.................................................................................345
Eingetragener Verein (e.V.).........................................................................346
Loser Arbeitskreis........................................................................................347
Gesellschaft des burgerlichen Rechts (GbR).............................................347
Gesellschaft mit beschrankter Haftung (GmbH).....................................347
GmbH Co KG.........................................................................................348
15.Finanzierung.................................................____.........__......___...............__..349
16.Controlling________________________________________________352
Controlling der Konzeptionen der Handlungsfelder.......................................352
Controlling der Konzeptionen im operativen Bereich.....................................354
Controlling der Pressearbeit.......................................................................354
Controlling der Offentlichkeitsarbeit........................................................357
Controlling von Veranstaltungen...............................................................358
Gesamtcontrolling...............................................................................................359
17.Probleme.............................................................................................................. 360
Beteiligte...............................................................................................................360
Grundverstandnis von Stadtmarketing..............................................................360
Akteure im Stadtmarketing.................................................................................361
Ungeduld..............................................................................................................361
Finanzen................................................................................................................361
Beteiligung............................................................................................................362
Primare Problempunkte......................................................................................363
18. Stadtmarketing spielerisch................................................................................ 364
Literaturverzeichnis................................................................................................ 365
Autorenprofil........................................................................................................... 368
Stichwortverzeichnis............................................................................................... 369
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| title | Stadtmarketing Kommunikation mit Zukunft |
| title_auth | Stadtmarketing Kommunikation mit Zukunft |
| title_exact_search | Stadtmarketing Kommunikation mit Zukunft |
| title_full | Stadtmarketing Kommunikation mit Zukunft Michael Konken |
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| title_full_unstemmed | Stadtmarketing Kommunikation mit Zukunft Michael Konken |
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