金桥开发区招商战略研究

发布时间：2019-03-04 20:55

【摘要】：上海金桥出口加工区（以下简称“金桥开发区”）成立于1990年，是第一批通过国务院认定的56个国家级开发区之一。区域规划面积27.38平方公里，通过利用开发区内土地、工业厂房、办公楼宇等招商资源引进国内外中大型的制造企业。经过二十一年的开发建设，金桥开发区已形成以电子信息、汽车整车及零配件、现代家电、和生物医药等四大产业为主的先进制造业基地、以及汇聚地区总部、研发中心、技术支持中心等类型项目的生产型服务业集聚区。2011年金桥开发区工业总产值达到2275.66亿人民币，占到浦东新区的30%，累计招商引进企业超过1400家。近二十年以来，金桥开发区的招商战略一直围绕以大型制造业龙头项目为开发区产业目标定位，通过转让和出租低成本且大面积的土地及物业资源吸引大型制造业项目投资金桥。如今，金桥开发区的存量资源已接近饱和，可供招商土地资源不到1平方公里，厂房等租赁物业的出租率已超过90%；同时，由于政府对于工业用地指标限制越来越严加之居民动迁的难度及成本越来越高，要从政府手中获得新增土地几乎没有可能性，金桥开发区实际可供招商的土地及物业资源已寥寥无几。作为重要的产业发展要素，招商资源紧缺已成为制约金桥开发区下一步发展的瓶颈。作为国家级开发区，根据浦东新区“十二五”总体战略要求，金桥开发区的整体战略目标是依托开发区现有产业结构，进一步推动区域产业可持续发展完成工业产值翻番，拉动区域经济增展，同时完成金桥集团的经营指标翻番。招商引资是完成总体战略目标的必要途径，而面对资源缺乏的困难形势，，要完成开发区整体战略目标，现有的招商战略已无法应对。如何对开发区招商战略进行转型，通过市场细分、重新定位招商目标产业，并实施何种有效且可行的招商引资手段措施，继续推动开发区的招商引资，从而实现金桥开发区的整体战略目标，成为了金桥招商引资迫切需要研究的课题。营销战略是根据企业的总体战略来制定的，服务于总体战略目标。在企业的营销资源或产品供应情况发生变化后，为保证能够持续发展或挖掘到新的利润增长点以能够实现企业的总体战略目标，企业往往会调整其营销战略进行转型。营销战略转型能否成功就取决于是否能够恰当选择和定位于合适企业现有资源和能力条件的、具有可持续性发展和利润增长点的市场和产业。因此，市场定位是营销战略转型的核心要素之一。本文以市场营销战略、战略转型为主要理论依据，通过运用竞争战略五力模型及竞争战略、STP市场战略以及4Ps与4Cs营销策略理论，利用金桥开发区的招商资源数据库，使用比较分析、企业走访等方法，结合金桥开发区自身的产业及资源特点，对金桥开发区在招商资源紧缺情况下如何调整招商战略进行专题研究，从而提出金桥开发区应定位新的目标市场，通过招商战略转型实施资源配置调整、提升园区服务和综合配套能力、建立内部协调机制和鼓励区内企业自我产业升级等具体措施，帮助开发区在资源紧缺的情况下继续推进招商引资，完成“十二五”开发区总体战略目标。
[Abstract]:The Shanghai Jinqiao Export Processing Zone (hereinafter referred to as" "Jinqiao Development Zone" ") was established in 1990 and is one of the first 56 national development zones identified by the State Council. The area planning area is 27.38 square kilometers, and large-scale manufacturing enterprises at home and abroad are introduced through the utilization of the land, industrial plant and office building in the development zone. Through the development and construction of the twenty-first year, Jinqiao Development Zone has formed the advanced manufacturing base with four major industries, such as electronic information, automobile and spare parts, modern household appliances, and biological medicine, as well as the headquarters of the gathering area and the R & D center. In 2011, the industrial output value of Jinqiao Development Zone reached 27.6 million RMB, accounting for 30% of Pudong New District, and more than 1,400 enterprises have been introduced into the enterprise. Since the past two decades, the investment promotion strategy of Jinqiao Development Zone has been located in the industrial target of the development zone with the leading project of large-scale manufacturing industry, and the investment of large-scale manufacturing projects is attracted through the transfer and lease of low-cost and large-area land and property resources At present, the stock resources of Jinqiao Development Zone have been close to saturation, and there are no more than 1 square kilometers of land resources available for investment, and the rental rate of the leased property such as the plant is over 90%; at the same time, as the government has limited the industrial land index, the difficulty and cost of moving and moving the residents more and more If there is little possibility of obtaining new land from the government, the land and property resources of Jinqiao Development Zone which are actually available for investment are not available. As an important industrial development factor, the shortage of investment resources has become a bottle for the development of the next step in Jinqiao Development Zone. As a national development zone, according to the overall strategic requirements of the "12th Five-Year" of Pudong New District, the overall strategic objective of Jinqiao Development Zone is to rely on the existing industrial structure of the development zone, to further promote the sustainable development of the regional industry, to double the industrial output value and to pull the regional economic growth The exhibition will be completed, and the operation index of Jinqiao Group will be completed at the same time. In order to achieve the overall strategic goal of the development zone, the existing investment strategy has not been able to meet the overall strategic objective of the development zone. How to transform the investment promotion strategy of the development zone, through the market segmentation, re-position the investment target industry, and implement the effective and feasible means of investment promotion, to continue to promote the investment and investment of the development zone, thus realizing the overall strategy of Jinqiao Development Zone. The bid has become an urgent need to study the investment and investment of Jinqiao. The marketing strategy is based on the overall strategy of the enterprise and serves the general war A little objective. After the change of the marketing resources or product supply of the enterprise, in order to ensure the sustainable development or to tap into the new profit growth point so as to be able to realize the overall strategic objective of the enterprise, the enterprise will often adjust its marketing strategy. Line transformation. The success of the marketing strategy transformation will depend on the ability to properly select and place a market with sustainable development and profit growth points for the existing resources and capabilities of a suitable enterprise Therefore, market positioning is the core of the transformation of marketing strategy In this paper, based on the marketing strategy and the strategic transformation, this paper makes use of the competition strategy, the five force model and the competition strategy, the STP market strategy and the 4Ps and the 4Cs marketing strategy theory, using the investment resource database of Jinqiao Development Zone, and using the comparative analysis and the enterprise. In combination with the industry and resource characteristics of Jinqiao Development Zone, the paper makes a special study on how to adjust the investment strategy of Jinqiao Development Zone under the condition of shortage of investment in the development zone of Jinqiao Development Zone, so that the new target market should be located in Jinqiao Development Zone, and the capital investment strategy will be transformed and implemented. The source configuration adjustment, the promotion of the park service and the comprehensive supporting capacity, the establishment of an internal coordination mechanism and the encouragement of specific measures such as the self-industrial upgrading of the enterprises in the region, will help the development zone to continue to promote investment and investment in the absence of resources, and complete the general "12th Five-Year" development zone
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F127

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