芒市招商项目营销策略研究
发布时间：2018-12-11 19:11
【摘要】：2013年云南省委常委会通过《云南省“产业建设年”三年行动计划》和《云南省“产业建设年”2013年实施方案》,《行动计划》和《实施方案》确定了13个示范带动产业。云南各地州、县市按照省委省政府的总体要求规划招商项目并营销,由于省上并没有具体对各区域进行产业细分和定位导向,全省一盘棋,导致全省相邻区域招商项目营销同质化竞争,影响地方招商引资效果和产业配套。如何扬长避短,更好发挥各地突出优势,促进滇西边境地区和谐发展,共同进步迫在眉睫。本文具体针对芒市与相邻区域(腾冲县、龙陵县、保山市隆阳区)招商项目营销同质化竞争,影响招商引资效果与地方产业发展的情况下提出的。本文首先在芒市与周边地区(保山隆阳区、腾冲县、龙陵县)招商项目营销现状分析的基础上指出芒市招商项目存在营销同质化问题；然后运用SWOT分析法对比了芒市与保山隆阳区、腾冲县、龙陵县之间的情况,分析了芒市招商的优势、劣势、机遇及挑战；接着使用问卷调查对投资者需求、对芒市的关注度、投资区域、有兴趣的产业投资项目、企业类型、企业规模等方面进行市场调查,得出芒市招商的市场定位和项目定位；进而推出芒市招商的项目、成本、促销、渠道、关系营销、相邻区域合作六方面的策略；得出芒市只有找准相邻地区差异,准确把握目标市场及项目定位,用好用活国家性政策,大胆创新、勇于尝试,科学运用市场营销的相关理论指导招商引资工作,招商引资工作成效才能取得突破,地方经济才能得到跨越式发展的结论。本文旨在通过招商项目营销战略研究,突出芒市地方特点,促进产业优化、带动产业配套和地方经济发展,同时也为云南省别的地区招商项目营销提供一种思考。
[Abstract]:In 2013, the standing Committee of Yunnan Provincial CPC Committee adopted the "three years Action Plan of Yunnan Province" and the "Industrial Construction year of Yunnan Province" in 2013. The "Action Plan" and "implementation Plan" identified 13 demonstration and driving industries. In accordance with the overall requirements of the provincial party committee and the provincial government, the prefectures, counties, and cities of Yunnan have planned and marketed investment projects. Because the province has not specifically subdivided and orientated the industries in various regions, the province has a game of chess. It leads to homogeneous competition in the marketing of investment projects in neighboring regions of the province, which affects the effect of local investment attraction and industrial matching. It is urgent to promote the harmonious development of the western Yunnan border area by taking advantage of the strong points and avoiding the weaknesses. This paper specifically aims at the homogeneous competition between Mango and adjacent regions (Tengchong County, Longling County, Longyang District of Baoshan City), which affects the effect of attracting investment and the development of local industries. Firstly, based on the analysis of the current situation of investment promotion projects in Mango and its surrounding areas (Baoshan Longyang District, Tengchong County, Longling County), this paper points out that there is a problem of homogeneity in marketing of investment promotion projects in Mango City. Then the paper compares the situation between Mango City and Baoshan Longyang District, Tengchong County and Longling County, and analyzes the advantages, disadvantages, opportunities and challenges of attracting investment in Mango City. Then we use the questionnaire to investigate the investors' demand, the attention to Mango, the investment area, the industry investment project, the enterprise type, the enterprise scale and so on, and get the market orientation and project orientation of the investment in Mango. And then launch the project, cost, promotion, channel, relationship marketing, neighboring regional cooperation of six strategies; It is concluded that Mango should only find the difference between adjacent regions, grasp the target market and project orientation accurately, use the national policy well, make bold innovation, dare to try and scientifically apply the relevant theories of marketing to guide the work of attracting investment. Only in order to obtain the breakthrough, the local economy can get the conclusion of leapfrogging development. The purpose of this paper is to highlight the local characteristics of Mango, to promote industrial optimization, to promote industrial matching and local economic development, and to provide a kind of thinking for the marketing of investment projects in other regions of Yunnan Province.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F127
本文编号：2373076
[Abstract]:In 2013, the standing Committee of Yunnan Provincial CPC Committee adopted the "three years Action Plan of Yunnan Province" and the "Industrial Construction year of Yunnan Province" in 2013. The "Action Plan" and "implementation Plan" identified 13 demonstration and driving industries. In accordance with the overall requirements of the provincial party committee and the provincial government, the prefectures, counties, and cities of Yunnan have planned and marketed investment projects. Because the province has not specifically subdivided and orientated the industries in various regions, the province has a game of chess. It leads to homogeneous competition in the marketing of investment projects in neighboring regions of the province, which affects the effect of local investment attraction and industrial matching. It is urgent to promote the harmonious development of the western Yunnan border area by taking advantage of the strong points and avoiding the weaknesses. This paper specifically aims at the homogeneous competition between Mango and adjacent regions (Tengchong County, Longling County, Longyang District of Baoshan City), which affects the effect of attracting investment and the development of local industries. Firstly, based on the analysis of the current situation of investment promotion projects in Mango and its surrounding areas (Baoshan Longyang District, Tengchong County, Longling County), this paper points out that there is a problem of homogeneity in marketing of investment promotion projects in Mango City. Then the paper compares the situation between Mango City and Baoshan Longyang District, Tengchong County and Longling County, and analyzes the advantages, disadvantages, opportunities and challenges of attracting investment in Mango City. Then we use the questionnaire to investigate the investors' demand, the attention to Mango, the investment area, the industry investment project, the enterprise type, the enterprise scale and so on, and get the market orientation and project orientation of the investment in Mango. And then launch the project, cost, promotion, channel, relationship marketing, neighboring regional cooperation of six strategies; It is concluded that Mango should only find the difference between adjacent regions, grasp the target market and project orientation accurately, use the national policy well, make bold innovation, dare to try and scientifically apply the relevant theories of marketing to guide the work of attracting investment. Only in order to obtain the breakthrough, the local economy can get the conclusion of leapfrogging development. The purpose of this paper is to highlight the local characteristics of Mango, to promote industrial optimization, to promote industrial matching and local economic development, and to provide a kind of thinking for the marketing of investment projects in other regions of Yunnan Province.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F127
【参考文献】
相关硕士学位论文 前1条
1 殷现耘;提高我国地方政府领导干部在招商引资中的领导力[D];山东大学;2009年
，本文编号：2373076
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