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| RESEARCH ON THE STRATEGY OF DEVELOPMENT OF THE IMAGE OF WEST CHINA |
| LIU An-guo, YANG Kai-zhong |
| Department of Urban and Environmental Sciences, Peking University, Beijing 100871, China |
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Abstract Entering 20 century, especially after 1970s, economic competition becomes increasingly global. The once autarchic regions are becoming increasingly interdependent within an integrated world. Globalization makes the competition for resources, customers and opportunities sprawl into metropolises and regions, which drives every place to shape itself into the seller of commodities and services and the marketer of products and local values. In fact, regions them selves have become products whose characteristics, image and values need to be designed and marketed. The "new grow th theory" shows that the development of a place(or region) depends not only on the endowments of resources it possesses, but also on its ability in attracting investment and accumulating human resources. In a globalized world, the mobility of productive factors is increasing steady. The competition between nations and/or regions for market, investment and human resources becomes more and more intensified. The importance of place marketing is also augmented. In face of a world of more intensified com petition, to market their local values and spread their local image has become a must for West China to absorb and retain investment, business and human resources. In light of the newly-developed place marketing theory, a brief analysis of the current image of West China as a common observation is given. On basis of it, objectives of the development of the image of West China are set, with the focus laid at the reformulation and spreading of a new, positive image of an easily accessible, ecologically friendly and prosperous West China. Three important strategies are designed to achieve the objectives of the development of the image of West China. The first strategy is to improve infrastructures and services of transportation and communications/telecommunications in order to provide better accessibility to West China. The second strategy is to take serious efforts in the preservation of the ecological environment and make West China more ecologically-friendly and better suited for living. The third strategy is to nurture a local culture of hospitality, open-mindedness and enterprise. The forth strategy is to advance the prosperity of West China and create a harmonious neighborhood among nationalities living there.
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Received: 08 January 2001
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2002, Vol. 17 
