无锡太湖国际科技园营销策略优化研究
发布时间：2019-06-19 02:46
【摘要】：在新环境和新时期下,政府营销已经成为必然趋势。近年来,代表基层政府行使产业发展职能的科技园发展方兴未艾,科技园又区别于一般的政府,承担产业发展、企业服务、城市建设等职能,营销策略对科技园的发展显得尤为重要,科技园的营销经常出现于各类媒体上,但其实有关科技园营销理论的研究还有待摸索,各界所解读的科技园营销理论也是五花八门、未成定论。探究科技园营销理论,可以吸收借鉴现有企业营销的理论体系和经验,但决不能生搬硬套企业营销有关的理论及策略,要分析利用好企业营销理论中好的思维模式,同时结合科技园营销所包含的不同的主体对象以及所要遇到的特殊问题,从而总结出具有自身理念的科技园营销理论及策略的综合科学体系。本文结合无锡太湖国际科技园的市场营销现状,以科技园区的营销策略研究作为切入点,分析无锡太湖国际科技园的市场营销策略现状及存在问题和原因分析,探讨其优化的措施。希望通过研究,能够分析出无锡太湖国际科技园发展的内部和外部优势以及其今后发展的趋势,机遇和挑战,最终为无锡太湖国际科技园设计出一套适合其园区发展环境和发展现状的营销策略,希望能够为国内同类科技园的发展提供借鉴。
[Abstract]:In the new environment and new period, government marketing has become an inevitable trend. In recent years, science and technology parks, which represent the grass-roots government in exercising the function of industrial development, are in the ascendant. Science and technology parks are different from the general government in undertaking the functions of industrial development, enterprise services, urban construction and so on. Marketing strategies are particularly important to the development of science and technology parks. The marketing of science and technology parks often appears in all kinds of media, but in fact, the research on the marketing theory of science and technology parks still needs to be explored. The marketing theory of science and technology park interpreted by all walks of life is also varied and has not become a final conclusion. To explore the marketing theory of science and technology park, we can absorb and draw lessons from the existing theoretical system and experience of enterprise marketing, but we must not make good use of the relevant theories and strategies of enterprise marketing, analyze and make good use of the good thinking mode in enterprise marketing theory, and combine the different subject objects and special problems to be encountered in the marketing of science and technology park. Thus, the comprehensive scientific system of marketing theory and strategy of science and technology park with its own concept is summarized. Based on the present marketing situation of Wuxi Taihu Lake International Science and Technology Park, and taking the research of marketing strategy of Wuxi Taihu Lake International Science and Technology Park as the starting point, this paper analyzes the present situation, existing problems and causes of the marketing strategy of Wuxi Taihu Lake International Science and Technology Park, and probes into the measures for its optimization. It is hoped that through the research, we can analyze the internal and external advantages of the development of Wuxi Taihu Lake International Science and Technology Park and its future development trend, opportunities and challenges, and finally design a set of marketing strategies suitable for the development environment and current situation of Wuxi Taihu Lake International Science and Technology Park, hoping to provide reference for the development of the same kind of science and technology park in China.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F276.44
，
本文编号：2502006
[Abstract]:In the new environment and new period, government marketing has become an inevitable trend. In recent years, science and technology parks, which represent the grass-roots government in exercising the function of industrial development, are in the ascendant. Science and technology parks are different from the general government in undertaking the functions of industrial development, enterprise services, urban construction and so on. Marketing strategies are particularly important to the development of science and technology parks. The marketing of science and technology parks often appears in all kinds of media, but in fact, the research on the marketing theory of science and technology parks still needs to be explored. The marketing theory of science and technology park interpreted by all walks of life is also varied and has not become a final conclusion. To explore the marketing theory of science and technology park, we can absorb and draw lessons from the existing theoretical system and experience of enterprise marketing, but we must not make good use of the relevant theories and strategies of enterprise marketing, analyze and make good use of the good thinking mode in enterprise marketing theory, and combine the different subject objects and special problems to be encountered in the marketing of science and technology park. Thus, the comprehensive scientific system of marketing theory and strategy of science and technology park with its own concept is summarized. Based on the present marketing situation of Wuxi Taihu Lake International Science and Technology Park, and taking the research of marketing strategy of Wuxi Taihu Lake International Science and Technology Park as the starting point, this paper analyzes the present situation, existing problems and causes of the marketing strategy of Wuxi Taihu Lake International Science and Technology Park, and probes into the measures for its optimization. It is hoped that through the research, we can analyze the internal and external advantages of the development of Wuxi Taihu Lake International Science and Technology Park and its future development trend, opportunities and challenges, and finally design a set of marketing strategies suitable for the development environment and current situation of Wuxi Taihu Lake International Science and Technology Park, hoping to provide reference for the development of the same kind of science and technology park in China.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F276.44
，
本文编号：2502006
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