如东经济开发区招商引资营销策略设计
发布时间：2018-08-09 12:23
【摘要】：招商引资是地方政府或地方政府成立的开发区以说服投资者受让土地或租赁厂房为主要表现形式的,旨在吸引资金和技术从而振兴当地经济的活动,是针对某一地区的投资环境的销售行为。作为招商引资组织者的地方政府或地方政府成立的开发区要做好招商引资工作,招商思想应该以投资者为本,招商活动要系统思维,合理运用市场营销学的思想和方法指导招商引资工作;用多样化、灵活化的营销手段调整招商策略,从而达到促进招商、发展经济的目的。本文所研究的江苏省如东经济开发区位于如东县城北部,隶属于江苏省南通市,2006年被评为长三角最具投资价值城市。由于我国招商引资环境竞争激励,如东经济开发区在招商引资的过程中也一定存在一些困难和问题,本文的研究就是结合如东经济开发区的发展,进行当地招商引资竞争力分析比较,找出差距,针对如东经济开发区招商引资存在的问题、提出更好的营销策略,对提高如东经济开发区的招商引资的能力具有非常重要的现实意义。如东经济开发区作为成立20年左右的省级经济开发区,既有“靠江靠海靠上海”的区位优势,又有“南通最东路难通”的环境劣势;既有“连通苏南,对接上海”的发展机遇,又有“产城结合,产业升级”的艰巨挑战,具有充分的研究价值。本文运用文献调研法,调查法,PEST分析法,SWOT模型分析法,营销学6PS理论。研究将以招商引资营销策略的相关概念、理论和文献为理论基础,以国内开发区的发展形势和如东经济开发区招商引资现状作为研究背景,以实证研究和文献研究作为研究方法,剖析如东经济开发区招商引资过程中存在的经验和问题以及进一步发展的机遇与挑战,最后本文从市场营销学的角度入手,结合招商引资营销策略的理论研究和对如东经济开发区招商引资现状的分析,从而提出适合如东经济开发区发展战略的新的招商引资模式。对其未来的招商引资工作提出对策和建议。
[Abstract]:Investment attraction is an activity of local governments or development zones established by local governments to persuade investors to accept land or lease factories, and to attract capital and technology in order to revitalize the local economy. It is the sales behavior aimed at the investment environment of a certain area. The local government or the development zone set up by the local government as the organizer of attracting investment should do a good job in the work of attracting investment. The idea of attracting investment should be investor-oriented, and the activities of attracting investment should be systematized. Rational use of marketing ideas and methods to guide the work of attracting investment, with diversified and flexible marketing means to adjust the strategy of attracting investment, so as to promote investment and develop the economy. The Rudong Economic Development Zone in this paper is located in the northern part of Rudong County, which belongs to Nantong City, Jiangsu Province. In 2006, it was rated as the most valuable city in the Yangtze River Delta. Because of the competition incentive of investment environment in our country, there must be some difficulties and problems in the process of attracting investment in Rudong Economic Development Zone. The research of this paper is to combine the development of Rudong Economic Development Zone. To analyze and compare the competitiveness of local investment promotion, to find out the gap, and to put forward a better marketing strategy in view of the problems existing in attracting investment in Rudong Economic Development Zone. It is of great practical significance to improve the ability of attracting investment in Rudong Economic Development Zone. As a provincial economic development zone established for about 20 years, Rudong Economic Development Zone has not only the regional advantages of "relying on the river and the sea by Shanghai", but also the environmental disadvantage of "the east road of Nantong is difficult to get through", and the development opportunities of "connecting with southern Jiangsu and docking Shanghai". There is also a "industry-city integration, industrial upgrading" of the arduous challenge, with full research value. In this paper, we use the method of literature investigation, the method of pest analysis, the method of SWOT model analysis, and the 6PS theory of marketing. The research will be based on the related concepts, theories and documents of the marketing strategy of attracting investment, taking the development situation of domestic development zones and the present situation of attracting investment in Rudong economic development zone as the research background. Taking the empirical research and literature research as the research methods, this paper analyzes the experience and problems in the process of attracting investment in Rudong Economic Development Zone, as well as the opportunities and challenges for further development. Finally, this paper starts from the perspective of marketing. Based on the theoretical research on the marketing strategy of attracting investment and the analysis of the present situation of investment attraction in Rudong Economic Development Zone, a new investment attraction model suitable for the development strategy of Rudong Economic Development Zone is put forward. Put forward the countermeasure and suggestion to its future work of attracting investment.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F127
[Abstract]:Investment attraction is an activity of local governments or development zones established by local governments to persuade investors to accept land or lease factories, and to attract capital and technology in order to revitalize the local economy. It is the sales behavior aimed at the investment environment of a certain area. The local government or the development zone set up by the local government as the organizer of attracting investment should do a good job in the work of attracting investment. The idea of attracting investment should be investor-oriented, and the activities of attracting investment should be systematized. Rational use of marketing ideas and methods to guide the work of attracting investment, with diversified and flexible marketing means to adjust the strategy of attracting investment, so as to promote investment and develop the economy. The Rudong Economic Development Zone in this paper is located in the northern part of Rudong County, which belongs to Nantong City, Jiangsu Province. In 2006, it was rated as the most valuable city in the Yangtze River Delta. Because of the competition incentive of investment environment in our country, there must be some difficulties and problems in the process of attracting investment in Rudong Economic Development Zone. The research of this paper is to combine the development of Rudong Economic Development Zone. To analyze and compare the competitiveness of local investment promotion, to find out the gap, and to put forward a better marketing strategy in view of the problems existing in attracting investment in Rudong Economic Development Zone. It is of great practical significance to improve the ability of attracting investment in Rudong Economic Development Zone. As a provincial economic development zone established for about 20 years, Rudong Economic Development Zone has not only the regional advantages of "relying on the river and the sea by Shanghai", but also the environmental disadvantage of "the east road of Nantong is difficult to get through", and the development opportunities of "connecting with southern Jiangsu and docking Shanghai". There is also a "industry-city integration, industrial upgrading" of the arduous challenge, with full research value. In this paper, we use the method of literature investigation, the method of pest analysis, the method of SWOT model analysis, and the 6PS theory of marketing. The research will be based on the related concepts, theories and documents of the marketing strategy of attracting investment, taking the development situation of domestic development zones and the present situation of attracting investment in Rudong economic development zone as the research background. Taking the empirical research and literature research as the research methods, this paper analyzes the experience and problems in the process of attracting investment in Rudong Economic Development Zone, as well as the opportunities and challenges for further development. Finally, this paper starts from the perspective of marketing. Based on the theoretical research on the marketing strategy of attracting investment and the analysis of the present situation of investment attraction in Rudong Economic Development Zone, a new investment attraction model suitable for the development strategy of Rudong Economic Development Zone is put forward. Put forward the countermeasure and suggestion to its future work of attracting investment.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F127
【参考文献】
相关期刊论文 前9条
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3 王海忠;王骏e，
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