地区营销视角下塔城地区招商引资策略研究

发布时间：2018-03-05 13:44

本文选题：塔城地区　切入点：招商引资　出处：《石河子大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来，塔城积极借鉴我国东部沿海地区和国际上行之有效的经验，发挥市场、资源和劳动力的比较优势，积极利用外资，实现了区域经济、国内经济与国际经济的互利互补，促进了塔城总体经济实力的提高和外向型经济的健康发展。随着中国加入了世界贸易组织，党中央、国务院又提出了西部大开发战略，，给塔城地区带来了前所未有的战略机遇，同时也提出了更多的挑战。如何抓住机遇、扩大优势、加快塔城经济发展，已成为我们必须解决的现实问题。随着市场经济的发展，投资者投资的交换需求不仅仅局限于土地资源、优惠政策、廉价劳动力上，而且是扩大到对其他经济资源上，招商引资活动存在于经济区用其经济资源同投资者投资行为的结合或交换过程。投资环境的好坏，影响投资风险的大小和投资效益的高低，改善和优化投资环境是做好招商引资工作的关键。本文以“提出问题——研究现状评述——理论架构——应用研究——对策措施”为基本思路展开的，首先对问题的提出和研究意义进行了分析，然后对政府招商引资以及地区营销的理论进行了回顾，并在此基础上阐述了研究思路、方法。本文在对塔城市政府招商引资进行认识的基础上，概括了塔城市政府招商引资所取得的成绩以及招商引资发展过程的现状，借鉴地区营销理论，分析了地区营销视角下的塔城市招商引资中出现的问题，如城市形象定位模糊、营销观念尚未形成、服务营销观念不到位、缺乏完整的营销计划、缺乏招商引资营销的组织和控制机制等。最后在指出塔城市招商引资存在问题的基础上，提出以地区营销优化塔城市招商引资的对策，具体的措施有：树立招商引资营销观念，强化地区形象建设、加强招商引资营销环境建设、制定合理的地区营销计划、强化招商引资服务营销、创新招商引资营销的组织和控制的体制等，通过这些有针对性的对策建议，来促进塔城市招商引资的新发展，从而取得更大的成就。
[Abstract]:Since the beginning of reform and opening up, Tacheng has actively used the effective experience in the eastern coastal areas of China and internationally, brought into play the comparative advantages of the market, resources and labor forces, actively utilized foreign capital, and realized the regional economy. The mutual benefit and complementarity of domestic and international economy have promoted the improvement of Tacheng's overall economic strength and the healthy development of export-oriented economy. With China's entry into the World Trade Organization, the Party Central Committee and the State Council have also put forward the strategy for the large-scale development of the western region. It has brought unprecedented strategic opportunities to the Tacheng area, and at the same time put forward more challenges. How to seize the opportunities, expand the advantages and speed up the economic development of the Tacheng area has become a realistic problem that we must solve. With the development of the market economy, The demand for investors to invest in exchange is not limited to land resources, preferential policies, cheap labor, but also to other economic resources. The activities of attracting investment exist in the process of combining or exchanging the economic resources with the investment behavior of the investors, and the quality of the investment environment affects the size of the investment risk and the level of the investment benefit. To improve and optimize the investment environment is the key to attracting investment. In this paper, the author starts with the basic idea of "putting forward questions-comment on the current situation of research-theoretical framework-applied research-countermeasures". Firstly, the paper analyzes the significance of the problem and the significance of the research. Then it reviews the theory of government investment and regional marketing, and on this basis expounds the research ideas and methods. Based on the understanding of Tacheng Municipal Government's investment promotion, this paper summarizes the achievements made by Tacheng Municipal Government and the present situation of its development process, and draws lessons from the regional marketing theory. This paper analyzes the problems in attracting investment in Tacheng from the angle of regional marketing, such as the vague orientation of city image, the unformed marketing concept, the lack of service marketing concept, and the lack of complete marketing plan. Finally, on the basis of pointing out the existing problems of attracting investment in Tacheng, the paper puts forward the countermeasures to optimize the investment in Tacheng by regional marketing. The concrete measures include: establishing the marketing concept of attracting investment. Strengthening the construction of regional image, strengthening the construction of marketing environment for attracting investment, drawing up reasonable regional marketing plans, strengthening the service marketing of attracting investment, innovating the organization and control system of the marketing of attracting investment, etc. Through these countermeasures and suggestions, to promote the new development of investment in Tacheng, and thus obtain greater achievements.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F127

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