长沙创新产业园项目营销模式研究

发布时间：2018-04-26 19:09

本文选题：长沙创新产业园 + 营销模式　；参考：《湖南大学》2016年硕士论文

【摘要】：随着经济新常态下地产领域发生的深刻变革,以工业地产为代表的产业地产备受关注,现代化的创新型产业园区如雨后春笋般在全国各地开始建设,成为推动地方经济持续健康发展的有力抓手。其中采用市场化方式,通过政企合作,由大型骨干企业承建和管理的产业园区不断涌现,并在一定程度上形成了产业集群和规模经济效应,提高了入驻企业的经济效益和市场竞争力,逐渐成为工业地产项目的主流模式。本文运用现代市场营销理论,采用文献研究、对比研究与人员访谈、实地调研相结合的研究方法,跟踪研究和深入剖析长沙创新产业园区营销工作实践中发现的问题及原因,提出了营销方案和可行建议。研究归纳了新形势下工业地产项目面临的风险和机遇,在发现行业发展大趋势的同时提出了可移植可推广的工业地产营销新模式。在研究内容上,论文分析了国内外工业地产的发展现状,结合文献回顾阐述了制定营销方案的理论基础。通过对长沙创新产业园项目的项目属性、市场容量、客户需求和项目市场定位进行分析研究,描述了该项目的营销目标,策划方案、推广方案、现场包装方案和活动方案等,创新性的提出了推动项目营销活动的保障措施,并对营销效果进行预测。研究对产业园项目营销模式进行了探索,结合长沙创新产业园项目营销策划的实际案例进行了说明。该模式以产-城深度融合为特色,以完善的公共服务和产业政策配套为依托,不断优化租赁补贴、信贷扶持、人才招募、日常运营服务体系的质量和水平,通过打造营销中介商务平台、人力资源服务平台、投资融资平台、企业圈层交流平台、创新创业孵化平台和专业资源对接平台,为园区企业提供综合服务方案,持续为入驻园区的各类企业提供专业高效的资源及人才保障,提高园区企业核心竞争力。通过对产业要素、人才要素和城市功能的有机匹配,进而达到产业、城市、人之间的良性互动和持续向上发展。
[Abstract]:With the profound changes in the real estate field in the new economy, industrial real estate represented by industrial property is concerned. The modern and innovative industrial park has sprung up in all parts of the country, and has become a powerful grasp of the sustainable and healthy development of local economy. The industrial parks, which are built and managed by large backbone enterprises, have emerged continuously, and to a certain extent, the industrial clusters and scale economic effects have been formed to improve the economic and market competitiveness of the enterprises, and gradually become the mainstream model of the industrial real estate projects. Personnel interview, field research combined with research methods, tracking research and in-depth analysis of the problems and causes found in the marketing practice of Changsha Innovation Industrial Park, and put forward the marketing plan and feasible suggestions. The research sums up the risks and opportunities of industrial real estate projects under the new situation, and puts forward the trend of industry development at the same time. In the research content, the paper analyses the present situation of the development of industrial real estate at home and abroad, and expounds the theoretical basis of the formulation of the marketing plan with the literature review. Through the analysis and Research on the project attributes, market capacity, customer demand and project market positioning of the Changsha Innovation Industrial Park project. This paper describes the marketing target, plan plan, promotion plan, field package plan and activity plan, and so on. It puts forward the guarantee measures to promote the project marketing activities innovatively and predicts the marketing effect. The research on the project marketing model of the industrial park and the practice of the project marketing plan of the Changsha Innovation Industrial Park. The case is illustrated by the case. The model is characterized by deep integration of production and city, based on perfect public services and industrial policies, and continuously optimizes the lease subsidy, credit support, talent recruitment, the quality and level of the daily operation service system, and by creating a marketing intermediary business platform, human resources service platform, investment and financing platform, enterprise The layer exchange platform, innovative business incubator platform and professional resources docking platform, provide comprehensive service plan for the park enterprises, provide professional and efficient resources and talent support for all kinds of enterprises in the park, and improve the core competitiveness of the park enterprises. To the benign interaction and continuous upward development between industry, city and people.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F127

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