天津市河西区地区营销策略研究

发布时间：2018-04-29 10:54

本文选题：地区营销 + 地区营销策略　；参考：《河北工业大学》2013年硕士论文

【摘要】：20世纪90年代以来，以信息技术革命为中心的高新技术迅猛发展，科学技术日新月异，，经济全球化程度越来越高，人类步入了全球化竞争的新时代。竞争不仅仅商业竞争中的企业层面，在地区和城市之间也同样存在。世界的资源都在向具有优势的地区流动,地区发展面临着新的机遇与挑战，地区之间的竞争更加直接和复杂。面对激烈竞争的挑战，地区管理者运用市场营销理念和方法来管理城市,树立新的地区发展理念，深入分析地区发展的脉络、优势和潜力，统筹规划，制定营销竞争方案，积极采取措施，增加对外在的投资者或旅游者等目标群体的吸引力，集聚更多有益的资源和生产要素，使地区综合竞争力迅速提高，进而在地区竞争中占得先机具有重要的现实意义。河西区位于天津市区东南部的海河西岸，是天津市重要的中心城区、商务中心区和对外交流的窗口。本文在充分调研河西区地区营销现状的基础上，开展对河西区地区营销的案例研究。内部分为四大部分：第一部分，就论文选题的背景、地区营销研究的国内外现状和研究意义以及研究思路进行简要的说明；第二部分，采用PEST分析法对河西区地区营销的现状进行了分析，指出进行河西区地区营销的必要性。接着运用SWOT分析方法对河西区面临的机遇和挑战、自身的优势和劣势进行了剖析，对天津市的竞争实力、周边竞争地区和直接竞争对手进行对比分析，以此作为设计和实施河西区地区营销策略的重要依据；第三部分，从旅游者、投资者和人居市场三个角度入手，充分分析河西区地区营销的目标市场；第四部分，设计提出河西区地区营销的整体策略，包括营销的产品、CIS设计、组织与实施等内容。河西区地区营销策略的实施，是河西区保持和提升竞争实力的重要举措，本文的研究对河西区地区发展提出了合理化的建议，为相关地区营销理论和实践提供了一定的经验和思考。
[Abstract]:Since the 1990s, with the rapid development of high and new technology centered on the information technology revolution, the rapid development of science and technology, the increasing degree of economic globalization, mankind has entered a new era of globalization competition. Competition exists not only at the enterprise level in business competition, but also between regions and cities. The resources of the world are moving to the regions with advantages, the regional development is facing new opportunities and challenges, and the competition between regions is more direct and complex. Facing the challenge of fierce competition, regional managers use marketing concepts and methods to manage cities, set up new regional development concepts, deeply analyze the context, advantages and potential of regional development, plan as a whole, and formulate marketing competition plans. Actively take measures to increase the attractiveness of target groups, such as external investors or tourists, and pool more beneficial resources and factors of production, so as to rapidly enhance the overall competitiveness of the region, And then in the regional competition to occupy the first opportunity has important practical significance. Hexi District is located in the west coast of Haihe River in the southeast of Tianjin. It is an important central district of Tianjin, a central business district and a window for foreign exchange. Based on the investigation of the present situation of Hexi area marketing, this paper carries out a case study of Hexi district marketing. The interior is divided into four parts: the first part, the background of this paper, the domestic and foreign research status and significance of regional marketing research and the research ideas are briefly explained; the second part, The present situation of Hexi district marketing is analyzed by PEST analysis, and the necessity of Hexi district marketing is pointed out. Then using the SWOT analysis method to analyze the opportunities and challenges, their own strengths and weaknesses in Hexi District, the competitive strength of Tianjin, the surrounding competitive areas and direct competitors are compared and analyzed. As an important basis for the design and implementation of Hexi district marketing strategy; the third part, from the tourists, investors and human settlements market three angles, fully analyze the target market of Hexi district marketing; part four, The whole strategy of marketing in Hexi district is put forward, including the design, organization and implementation of CIS. The implementation of the marketing strategy in Hexi District is an important measure to maintain and enhance the competitive strength of Hexi District. The research in this paper puts forward some reasonable suggestions for the development of Hexi District. For the relevant regional marketing theory and practice to provide certain experience and thinking.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F127

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