Marketing đô thị ở amsterdam và khả năng ứng dụng cho các đô thị việt nam

TAP CHJ CONG THUUNG

MARKETING DO THI 6 AMSTERDAM
VA KHA NANG ifNG DUNG CHO CAC
DO THI VIET NAM
• BUI THI

HOANG LAN

TOM TAT:
Cde nghien cffu marketing do thi hien dai thffdng tap trung vao hai mdng la thffc hdnh va
hpc thudt. Tren thffc te van ton tai mpt so' cdu hoi ve tiem ndng cung nhff anh hUdng cua cdng
cu marketing dd thi nhdm thuc d£y phdt tri#n kinh te', vdn hda vd xa hpi dd thi. Cd thd' nhdn
tha'y mpt khoang each nhd't dinh giffa cde d^ xua't ly thuy6't va trie'n khai thUc tien trong
marketing do thi hien dai. Bai vie't nghien cffu ve thffc hanh marketing va xay dffng thUdng
hieu eua Amsterdam de thd'y ro sff phdt trien dung hffdng ciia ly thuye't marketing dd thi vd nit
ngan khoang each giffa ly thuye't vdi thifc hdnh. Phan tieh thffc te trien khai marketing do thi
hieu qua tai Amsterdam de nit ra bai hpc kinh nghidm va kha ndng ffng dung cho cdc dd thi
Viet Nam.
Tiif khda: Marketing dd thi, chie'n Iffdc do thi ben vffng, thUdng hi6u dd thi, Amsterdam.

1. Dat va'nde
Trong nhieu thap ky, cdc dd thi tren toan the
gidi tang effdng ffng dung cdc edng cu vd trie't ly
marketing de ddp ffng cdc muc tieu chien Iffdc
phdt trien ben vffng dd thi. Marketing do thi da trd
thanh mot Imh vffe nghien cffu ehinh thffc va mot
phan nganh hpc thuat dang tren da phdt trien, vdi
nhieu nghien cffu ve quy trinh maketing dd thi
(Ashworth va Voogd, 1990; Kotler va cdng sff,
1999); ve thUe hanh marketing do thi (Gold va

Ward, 1994; Berg and Braun, 1999). Tuy nhien,
viec nghien cffu chuyen sau marketing trong lanh
tho cac do thi cung cho tha'y nhffng khd khan va
khdc biet do ddc trffng dmh vi va dong lUe kinh te'
cua cdc dd thi. Bai viet nghien cffu thUc hanh

248 So 14-Thang6/2020

marketing tai hai dd thi d Chau A (Amsterdam va
Budapest), dUa ra nhffng phan tich ve cac ho?t
dpng marketing hien tai va eae de xua't phUdng
hffdng phdt trien ly thuye't vd ffng dung marketing
dd thi vao thffe tiln trong tffdng lai.
Marketing do tbi dffdc coi la mot qud trinh dh\
ban tff phan tich hien trang, cd hdi, tai san do thi
(Kavaratzis va Ashwworth, 2007); xdc dinh va lUa
chpn tam nhin, muc tieu phdt trien ben vffng cho
do tbi; cu the hda ke hoach/ dff an cho cac chii the
tham gia phdt trien dd thi, thffe hien cac edng cu
va trie't ly marketing ve khdng gian. ldi chinh, lo
ehffc va qudng bd (Ashworth \a Voogd, 1990);
Theo ddi va ddnh gia thudng xuyen ket qud cua
boat ddng marketing dd tbi. Hoat ddng qudng ba


QUAN Til! gilAIILY

do thi gdp mpt phtn nho trong toan bd qud trinh
marketing do thi va khdng thd' thay the' eho thUc
hanh marketing chie'n Iffdc. Xay difng thUdng hieu

dd thi, trong nhieu trffdng hdp dffdc hi^u la sff phdt
tnen logo va khau hidu quang ba do thi
(Kavaratzi, 2004).
2. Trtftfng hdp nghien cii'u dd thi
Amsterdam, Ha Lan
Amsterdam, la do thi ndi tie'ng ve van hda va
sif ddi mdi. Vdi vi tri la trung tam van hda cua
qud'c gia va qud'e td', Amsterdam da tffng nhieu lan
hi de dpa bdi sff canh tranh gay gat tff ede do thi
trong va ngoai nffdc (European Cities Monitor
2015, 2016). Amsterdam cung tham gia vao chie'n
Iffdc marketing va dinh vi canh tranh (Kavaratzis
va Ashworth, 2007) nham cdi thien sffe ha'p dan
cua Amsterdam trong mdt du khdch dia phffdng va
qud'c te'de phdt trien hinh anh qud'c td'cua dd thi.
Amsterdam cd 3 ddng lu'c chinh de d^u tff
manh me vao thffc hanh marketing do thi. Thff
nha't, dd la nhu cau cdi thien vi the' eua
Amsterdam trong cdc bang xe'p hang dd tbi, dai
dien cho gdc nhin ve ndng life canh tranh hen do
thi (Kotler va cpng sff, 1999; Berg va Braun,
1999). Thff hai, nhffng ye'u to chinh ve hinh anh
qudc tecua dd thi gan lien vdi quan diem tff do da
lam lu md eae khat vpng phat trien khde cua do
thi. Marketing dd thi nhff mdt phffdng thffc dinh
hinh lai hinh anh do thi va xay dffng thffdng hidu
dd thj. Cud'i cung nhffng khong kem phan quan
trpng, dpng Iffc la marketing do thi la mdt cdng cu
long ghdp hieu qua vao quan tri dd thj (Kavaratzis
and Ashworth, 2015). Vi vdy, marketing dd thi

khdng dffdc goi la mdt cd che' giai quye't khiing
hoang va cung cap cac giai phap tffc thdi cho cac
vd'n de khd'n cd'p, ma la mdt chie'n Iffde chu ddng,
mdt cd chd' phdng ngffa khung hoang vd cd tinh
dinh hffdng lau dai.
Bai vie't md ta thffc hanh marketing dd tbi da
dffdc thffc hien tai Am.sterdam. Khdi dau cua hoat
ddng maketing la thffe hidn mot qud trinh nghien
cffu dai hdi va cong phu. Trffde he't, mot nghien
ci3\i chuan do mpt cd quan truyen thdng
(Gemeente Amsterdam, 2003) thffc hien, da dffdc
dffa ra so sdnh vdi thuc tidn marketing do thi d 4

dd thi (Barcelona, Beriin, Dublin, Rotterdam).
Viec Iffa chpn cdc do thi dffa trdn cd sd do cd phdi
Id do'i thu eanh tranh cua Amsterdam hay khdng.
Nghien cffu di de'n mdt ke't luan chung Amsterdam
can phai tang cifdng cdc boat ddng marketing dd
thi. Nghien cffu ciing cbi ra Amsterdam chffa tan
dung nhffng diem manh nhu bo'n dd thi cdn lai,
ciing nhff chffa gidi thieu the manh cua minh vdi
du khdch qud'c te' va chffa dffa ra cdc gid tri cd't Idi
ve ban cha^t cua do thi (Gemeente Amsterdam,
2003). Ngodi ra, nghien cffu cung xdc dinh sff
thieu quan tdm eua dd thi dd'i vdi thffdng hieu
Amsterdam, trong khi cac dd thi khac lai rat chu
trong de'n thUdng hieu do tbi.
Mdt cdng ty tff va'n da nhdn nhidm vu de xud't
cac phUdng phap, muc tieu, quy tnnh marketing
dd thi va de xua't mpt cd'u tnic td chffe phti hdp,

hieu qua. Nhieu cudc phdng van dupe thuc hien
vdi nhffng ngffdi cd vai trd quan trpng trong do thi,
nham xdc dinb quan didm eua ngffdi dffdc phdng
van vi cdc didm ddc ddo cua Amsterdam dd thie't
lap lai cdc gid tri chinh dffa tren ede hoat ddng
marketing vd xay dffng thffdng hieu. Ke't qua dffde
ke't hdp vdi cdc nguon thong tm khdc, cu thd ia tai
lieu chuyen nganh ve marketing do thi, tai lieu
chinh sdch va sdch budng ddn du lieh (City of
Amsterdam, 2003). Dffa tren phan lich tff dff lieu
thu thap dUdc, tdng hdp thanh 16 chieu hffdng
chung nhd't, dai didn day du cho tinh linh boat cua
Amsterdam va y nghia cua no dd'i vdi khach du
lich (City of Amsterdam. 2003). Sau dd, trong nd
lUc giai quye't van de theo hUdng tff dUdi len, hp
da md rdng nghien cffu ve eU dan cua dd thi bang
bang cau hdi. Nhffng ngUdi dffdc hdi phai ghi diem
ddnh gia dd thi dffa tren 16 chieu hffdng da cho.
Danh gid nay dffdc sff dung de thie't lap mdt bffc
tranh ve cde ffu tien vd ed hdi cho viin eanh hien
tai va cho nhffng gi do thi dang hffdng tdi, dffdc thd
hien theo ad dd hinh mang nhen (Hinh !).
Giai doan thff bai eiia sang kie'n marketing do
thi la xae dinh tam nhin eho do thi, dffa ra cac muc
tieu marketing ehinh. 6 chieu hffdng trong so' 16
chieu hffdng neu tren dffdc Iffa chpn Id "chieu
hffdng ffu tien" nhdm tap trung vao cac thffc hdnh
marketing dd thi (dd thj vdn hda, dd thi kenh dao.

So 14 - Thang 6/2020 249

TAP CHi CONG THIftfNG

Hinh 1. Sd do hinh mang nhen TP

Amsterdam

Do thi kenh dao

Ddthi
nghe thuat

Ngucfi dan

Do tbi
phiic hop

TINH HINH HIEN NAY

dd thi hdi hpp, dd thi tri thffc, dd thi kinh doanh
va do thi dan cff). 3 chieu hffdng dau tien dffdc
coi la then ehd't vi la tai san quan trgng eua
Amsterdam. Mue tieu eua marketing do thi la
duy tri va phat trien vi tri cua Amsterdam trong
3 chieu hffdng dau va ciing cd' vi the cua
Amsterdam trong 3 chieu hffdng con lai. Hdn
nffa, Amsterdam da ehpn each phan biet chinh
minh thdng qua sff ket hdp cua 3 gia tri cd't Idi
xay dffng thifdng hieu ciia dd thi. Nhffng gid tri

dd la sff sang tao, ddi mdi va trie't ly kinh doanh,
do la nhffng the manh cua dd thi trong nhieu the
ky qua. (Bang 1)

250 So 14-Thang 6/2020

Ddthi
thdng minh

^° ^^ ^ ^ n tnic
.

Bang 1. Cac thdnh vien trong to chtfc
truyen thong do thj cua Amsterdam
(Amsterdam Porners)
7 bd cija Amsterdam (Bp Tmyen thdng, B6 Kinh te, v.v...).
Vung Amsterdam (8 do thj va tinh phia Bac Ha Lan).
Cdng ddng Kinh te (Phong thuong mai khu vUc va mdt s6
cdng ty tU nhan td cac cdng ty da qud'c gia Idn den cac
cdng ty nho).
Thanh viSn giao udc (8 to' chdc mariteting do th| cd vai tro
chu dpng trong hd'trd va tu van cac chien luac va cac v5n
de thuc tien)

Ngudn. City of Amsterdam
{2004. Trang 31)


QUANTRI-QUANLY

Dieu phd'i hoat ddng marketing do thi theo hinh
thffe dd'i tac cdng - tU (PPP) hay dUdc gpi la td
chffe truyen thdng Amsterdam (xem Bang 1). T^m
quan trpng cua sff phd'i hdp trong marketing dd thi
ra't rd rang, dac biet la kbi kidm tra cdc boat dpng
hang ngay cua cac nha qudn ly do thi
(Czamiawska, 2002). Phan Idn nhffng ngUdi tham
gia vao hoat dpng marketing cua Amsterdam va
cdc van ban bdo cdo ve hoat ddng marketing dd
deu quan trpng dd'i vdi sff hdp tde giffa cae chu
the. Marketing do thi phu thude vao viee tich hdp
cdc ITnh vffc chinh sdch va bien phdp khdc nhau dd
thiic day hdp tac giffa cdc td chffe. Cd ca'u td chffe
ma dd thi da chpn rd rang nham muc dich tham gia
va hdp tdc rdng rai. Dd la mot trong nhffng didm
then chd't cua toan bp hoat dpng marketing dd thi.
6 dff an marketing chinh da dffdc thdng qua sau khi
cdc thanh vien trong td cbffc truyen thong dd thi
cua Amsterdam dffa ra quye't dinb:
1. Cac sff kien vdn hda.
2. Dffan Khdch san.
3. Chinh sach tuydn truydn quang bd qud'c
lemdi.
4. cdng thdng tin Internet mdi.
5. Cde dff an "Ngpc trai".
6. Mdt chidn dich xay dffng thffdng hieu do
thi mdi.
Bdi vie't tap trung vao chie'n dich xay dffng
thUdng hieu. Y tffdng ehinh dang sau chien dich
xay dffng thffdng hieu gan day la Amsterdam

trong qud khff cd qud nhieu khau hieu thffdng
hi$u. Vi du: "Amsterdam Has It", "Small City.
Big Business" - dd thi nho, kinh doanh Ldn va
"Cool City" - do thi "Ngau". Cach tiep edn mdi
dffa trdn hieu bid't ve viec xay dffng thffdng hidu
can tinh lien tuc va khau hieu can cd thdi gian de
dffdc cdng nhan va thieu ffng lan toa. Mpt dinh vi
dd thi mdi, mdt thffdng hieu dd tbi mdi se dai dien
cho cac ldi ich va gia tri eua do thi (City of
Amsterdam, 2004).
Khau hidu mdi cua ddthi Id "I Amsterdam" vd
dffa tren ddnh gid kha'u hieu dd rd rang, nga'n gpn
vd quyen life. "1 Amsterdam" dffde coi la dd nhd
va cd tiem nang ldn. Muc tieu la dd nhieu to
chffe, cdng ty, cdng dong, dan cff dd thi va sff kidn

cd the hffdng ldi tff thffdng hieu dd thj mdi. Xay
dffng thUdng bieu dd thi Id each tie'p can tdp trung
vao dd tbi. ThUdng hieu dd thi Id mot ca'u tnic da
chieu, bao gdm cdc ye'u to' cbffc ndng, cdm xiic,
quan he va chie'n lUdc tao ra mpt tap hdp each
tie'p can ddn nha't trong suy nghi cua edng ehung
(Aaker, 1996, tr.68). Ca'u triic nay la nhffng gl can
cung cap hffdng dan cho ta't cd cdc hoat ddng tie'p
thi, de dat dUdc sff thd'ng nhd't trong cde thdng
diep dtfdc gffi va trong "cdc cdu ehuyen" kd ve
dd thi nham xay dffng thffdng hieu dd thi
(Kavaratzis, 2004).
3. Bai hpc rut ra tiJf thiYc hanh marketing do
thi tai Amsterdam

Qua phan tich mpt so' khia eanh eua viec thffc
hien marketing do thi d Amsterdam,rd rang
Amsterdam da trdnh dUde hai cam biy phd bie'n
nhUng nghiem trong eua marketing do thj. Ddu
tien, hp da khong bdt dau va ke't thuc mpi boat
ddng trong marketing bang mot chien dich qudng
eao. Thff hai, hp da chpn mot chie'n Iffdc nham gidi
quye't hoac ed y dinh giai quye't cdc nhu cau khdng
chi cua ngdnh du lich ma cdn eho cdc hoat ddng
kinh te'dd tbi. Marketing dd thi d Amsterdam hien
da dat de'n giai doan tridn khai tinh te' hdn so vdi
qua khff va cd da'u hieu cua mdt phffdng thffc tie'p
can dinh hffdng theo nhu cau. Cdch tie'p can mdi
da thdnh edng trong viec dat dffde sff dong thuan
va thd'ng nha't tff nhieu ehu thd trong marketing
dd thi.
Mpt ldi the' dang kd trong marketing dd thi thffe
hanh tai Amsterdam la cd sff dong thudn va hd trd
rdng rai ve chien Iffdc va td cbffc. Ngoai ra, cung
ed mdt thda thudn ve tie'p thi va xay dffng thffdng
hieu do thi la cac boat ddng dai ban can co tam
nhin, chie'n Iffdc, ke hoach va dff an thffc hien
phu hdp.
4. Kha nang u'ng dung thrfc hanh marketing
do thi cho cac do thi Viet Nam
Bang 2 trinh bay tdm tdt cdc ke't qua chinh cho
thffc hdnh marketing do thi d Amsterdam. Dffa
tren nhffng ket qua dffdc trinh bay trong Bang 2.
tdc gia phac thao mdt so' va'n de lien quan de'n
marketing do thi vd xa\ dffng thffdng hieu dd thj

hffdng tdi phdt trien ben vffng va giai quye't nhffng
So 14-Thang 6/2020 251


TAPCHiCONCTHIfdlie

16 bdng nha't dinh giffa ly thuyet ve marketing dd
thi vd cdch thffc ma marketing dd thi dffdc hieu va
thffc hanh d cdc do thi. (Bdng 2).
Do'i vdi cac dd tbi d Vidt Nam, vd'n de
marketing do thi eon rat mdi me ca trong hoc
thuat va thffc tidn. Vi vay, can thie't phdi ed nhffng
nghien effubaibdn, hpe hdi kinh nghiem tff cdc do
thi thanh cdng d chau A, My va thffc nghiem
marketing dd thi d pham vi nho trong cde do thi
dac biet nhU Ha Npi hay Thanh phd' Ho Chi Minh
de nhdn rpng ra cdc lanh thd rdng hdn.
Nhffng nghien cffu ffng dung marketing dd thi d

Bac Au (Helsinki, Stockholm va khu vffc
Copenhagen Meltropolitan) dai dien cho cdc
thanh phd' thi do Idn d viing bidn Baltic trong lien
minh chau A. ViJng bien Baltic dang trd thanh mpt
trung tam quyen Iffc trong khu vffc Ddng Bdc chdu
A. Vung Chicago dffdc chpn la dd'i tffdng nghien
cffu tff My do cd nen tang ffng dung marketing do
thi lau dai. Ke't qua cua nhiJng trffdng hdp 5 Bac
Au cung dffdc so sdnh vdi Chicago, My.
Cde gidi phdp khac nhau, thdng qua hdp tac
bien gidi bode tham gia cde dff dn khu vffc trd nen

khd phd bie'n. Tinb nang ddng tren todn bd khu

Bang 2. C d c ket qua chinti c u a nghien cifu tinh hudng v e thiic hdnh
Marketing do ttij d Amsterdam.
Thanh pho Amsterdam
Lpi ich trong marketing

Cao
Hieu biet chung ve marketing

Hieu biet vg marketing va qua trinh marketing

No'luc het minh trong qua trinh sau do
Nghien cdu th| trudng ben vdng

Vai trd cua marketing trong phat trien va bo muc tieu

Vai trd rdng Idn cua marketing
Muc tieu to Idn bao ham hang loat ITnh vUc
Hau het han che dd'i vdi sffe manh quang cao cua xay

Hieu/ThUc hien xay dung thUdng hieu

dung thuong hieu
I Chien dich nang dpng

Phat trien tam nhin dai hgn

Phat trien tam nhin cd the gay tranh cai
Dac thu dai han ro rang

CO cau td chdc thoa dang

Cd cau to chdc/Hop tac

Co gang hop tac rdng rai
Hd'trd rpng rai ve chien Iupc

Tham gia cua cdng dong khu vuc
Cd sd ha tang

Chien lUdc canh quan

Hanh vi va cd hdi
Truyen thdng

Khdng rd rang trong phat then tam nhin
Trang thai trudc day dii
I Han che tich hdp trong chien luoc marketing
I Han che tich hop trong chien luoc marketing
I Kenh rach duoc sd dung nhieu trong quang ba
No'luc han che
Co gang nham muc tieu vao ca nhdn sang tao
Oay diiTSp trung vao con ngudi
Ngudn: Tdc gid longhpp

252 So 14-Thang 6/2020


QUANTRI-QUANLY

vffe chau A dang thay dot, vi du viing Baltic ed the
se trd thanh ngUdi din dffdng cho thi trffdng mdi
va manh 6 phdn Ddng Bac chdu A.
Thue te cho tha'y, trong mdi irUdng diy bie'n
ddi va thdch thffe ndy, dd thi Viet Nam ndi chung
can thffe hien mot kd hoach marketing do thj
mang tinh chien Iffdc dd tan dung dffdc nhffng tie'n
bp ma cdc dd thi chau A, Chau A, My da dat
dffdc. Hoach dinh chie'n Iffde marketing do thi
khdng phai la mdt nd Iffc ddn le nham giai quye't
mdt cudc khung hoang hay tham hut tdi chinh dd
thi ma bao gdm mpt qud trinh lien tuc linh boat va
quy md dd giiip cho mot dd thi ed kha nang dd'i
dau va thich ffng vdi mot thi trffdng ludn
bien dpng.
5. Ket luan
Vi$c thanh lap mot cd quan tap hdp day du cdc
ben lien quan va phd'i hdp hanh ddng la didu ctn
thiet cho ba't ky nd Iffc marketing do tbi nao. Can
md rpng nhan thffc va hdnh ddng ve marketing do
thi eho cac ITnh vffc khdc ngoai thu hut phat tnen
du lich vd diu tff theo binh thffc dd'i tdc edng tff,
Cac dd thi khdng chi la didm de'n du lich va tap
trung nd life marketing vao viee thu hiit du khdch
dang ban che'bieu qua ciia marketing.
Chdu Au cd nhffng dd thi xua't sac trong vide

thu hut dau tff, nhdn cong, khach du hch, life Iffdng
lao ddng lanb nghe, nhom cac nganh cdng nghiep
quan trpng va sff da dang ve eon ngffdi va ngdn

ngff. Chinh quyen dd thi ed y thffc va trach nhiem
thUc hien cdc boat ddng marketing. Chie'n Iffdc
thdnh cong bao gdm viee nghien cffu tbi trffdng dd
thi, thu hut ngudn tdi chinh da dang, quan ly va
tie'p thi cd sd ha tang dd thi. Vai trd ngay cang
quan trpng cua cdng nghe thdng tin va cd sd ba
tang thdng tin trong viec thffc hien ke hoach
marketing dd thi. Trong khi cd sd ha ting, vd'n vd
Iffc lffdng lao ddng lanh nghe rat can thie't cho
doanh nghiep kinh doanh thi cdng nghe tao ra cd
hdi va nang cao khd nang ndm bat cdc cd hdi dd.
Viee qudn ly qud tnnh trao ddi thdng tin cd tam
quan trpng dac biet, marketing dd tbi bao gdm cde
boat ddng nhu tao lap va khue'cb trffdng hinh tffdng
dd thi, phan phd'i thdng tin. Cong nghe da hd ttd
vide sff dung rdng rai internet, fax va mdy tinh xdeh
tay nhffng ta't ca tie'n bd nay ddi bdi phai qudn ly ky
nang va chie'n Iffdc trao ddi thdng tm. Nhieu do thi
phdt tnen chie'n Iffdc quang ba binh anh, thffdng
hieu, viet thdng cdo va quang eao ram rd tren cdc
phffdng tien truyen thdng. Ta't ca cdng viec nay ddi
hdi phai xdc lap chien lUdc qudng ba hieu qua trong
boat dpng marketing do thi •

TAI LlgU THAM KHAO:
1. Aaker, D. A. (1996), Building Strong Brands, New York: Free Press.
2. Ashworth, G.J and Voogd, H. (1990), Selling the City: Marketing Approaches in Public Sector Urban
Planning. London: Belhaven Press.
3. Berg L. Van Den and Braun, E. (1999), Urban Competinveness. Marketing and the Need for Organising
Capacity. Urban Studies. 36 (5-6), pp 987-999.

4. City of Amsterdam (2003). Choosing Amsterdam: Brand. Concept and Organisation of the City Marketing.
Amsterdam.
5. Kavaratzis. M. 12004). From city marketing to city branding: towards a theoretical framework for developing
city brands. Place Branding. 1 (1), pp 58-73.
6. Czarniawska. B. (2002), A Tale of Three Cities or the Glocalization of City Management. Oxford: Oxford
University Press.
So 14-Thang6/2020 253


TAP CHl CONG THtfdNG

7. Mora, L.,& Boiici, R. (2017) - book chapter- How to become a smart cm- learning from Amsterdam. IN A.
Bisello, D. Vettorato, R. Stephens, &P. Elisei (Eds.), smart and Sustainable Planning for cities and Regions:
results of SSPCR 2015 (pp251-266). Cham Sponger. Available on ResearchGate.
8. Sabina J., Ngd Thanh Nam (bien dich), (2017), Thdnh phd thong minh - nen tdng, nguyen ly vd dng dung, NhS
xua't ban Chinh tri quo'c gia sU that.
9. Le Thanh Hai (2018), Phdt triin do thi trong nen kmh te ndi kel, Nha xua't ban Chinh tn qudc gia sff thait.
Ha Npi.
Ngay nhan bai: 20/5/2020
Ngay phan bidn danh gia va sii'a chifa: 29/5/2020
Ngay cha'p nhan dang bai: 10/6/2020
Thong tin tdc gid:
TS. BUI THI HOANG LAN
Trifffng Dai hpc Kinh te'Quo'c dan

CITY MARKETING PRACTICES
OF THE CITY OF AMSTERDAM AND THE APPLICABILITY
OF CITY MARKETING IN VIETNAM
• Ph.D BUITHI HOANG LAN
National Economics University

ABSTRACT:
Modem city marketing studies often focus on academic and practical aspects. In fact,
there are still questions about the potential as well as the impact of city marketing tools on
promoting urban economic, cultural and social development of cities. There are certain gaps
between theoretical proposals and practical implementation in modem city marketing. This
sutyd focuses on the city marketing implementation and branding practices of the city of
Amsterdam to clearly point out the right development of city marketing theories and shorten
gaps between theories and practices of city marketing. This study also analyzses the city
marketing practices of Amsterdam to draw lessons and experiences for Vietnam's cities.
Keywords: City marketing, sustainable urban development strategies, city brands,
Amsterdam.

254 So 14-Thang 6/2020