Studi Kasus Strategi Komunikasi Pemasaran Kota Surakarta dalam Mendukung Slogan Bersama SoloThe Spirit of Java

KARTIKA, Galih Bening, Muhammad Sulhan

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT A Case Study of Marketing Communications Strategy of Surakarta City to Support The Common Slogan “Solo The Spirit of Java” Galih Bening Kartika 06/195969/SP/21708 Marketing communications was one of the important things doing by firm / all those who want to sold their products to the market. Relation to Surakarta City, marketing communications was also important. Surakarta City could be called as the object and subject of marketing itself. As an object, Surakarta City had some characteristics of all priority sectors resulted by all activities of every element of its society, started from trade, tourism, art and culture, industry, education, etc. Whereas a subject, all of which became parts of Surakarta City, must participate and intensively involved in putting themselves to competition both nationally and internationally. As a measure to overcame the limited resources’s problem, then Surakarta City made collaboration with region surounding its area, or with other private institutions to developed their regional economy. The meticulous and right strategy was necessary for good marketing communications. The government as policy maker has made strategic concept for the tread, so the existing resources could be managed and utilized. There were not relevant to marketing a region / area through the brochure distribution, because area / region had unique characteristic, not only location, but also the enabling factors in that location. Branding in regional marketing communications wasn’t a new thing. As occurs in collaboration of Surakarta City with its surrounding area which called Subosukawonosraten, they established "Solo The Spirit of Java" a common slogan which help them to raised regional economy. Surakarta City as a member of Subosukawonosraten-partnership had been able developing themselves in various fields, this was supported by good competency x in budget management and good competency in giving public services by the government. Proved by national and international awards for Surakarta City. The proved took by many national and international awards which had given to Surakarta City. Surakarta City supported the common slogan "Solo The Spirit of Java". Not only by the government but participation from private businesses and also by general public, with their sense of belonging to Surakarta City. How could Surakarta’s marketing communication strategies supported the common slogan "Solo The Spirit of Java", and why they choosed this strategy?

Kata Kunci : Komunikasi Pemasaran