發(fā)布時間：2018-08-09 12:23

【摘要】：招商引資是地方政府或地方政府成立的開發(fā)區(qū)以說服投資者受讓土地或租賃廠房為主要表現(xiàn)形式的,旨在吸引資金和技術從而振興當?shù)亟?jīng)濟的活動,是針對某一地區(qū)的投資環(huán)境的銷售行為。作為招商引資組織者的地方政府或地方政府成立的開發(fā)區(qū)要做好招商引資工作,招商思想應該以投資者為本,招商活動要系統(tǒng)思維,合理運用市場營銷學的思想和方法指導招商引資工作;用多樣化、靈活化的營銷手段調(diào)整招商策略,從而達到促進招商、發(fā)展經(jīng)濟的目的。本文所研究的江蘇省如東經(jīng)濟開發(fā)區(qū)位于如東縣城北部,隸屬于江蘇省南通市,2006年被評為長三角最具投資價值城市。由于我國招商引資環(huán)境競爭激勵,如東經(jīng)濟開發(fā)區(qū)在招商引資的過程中也一定存在一些困難和問題,本文的研究就是結(jié)合如東經(jīng)濟開發(fā)區(qū)的發(fā)展,進行當?shù)卣猩桃Y競爭力分析比較,找出差距,針對如東經(jīng)濟開發(fā)區(qū)招商引資存在的問題、提出更好的營銷策略,對提高如東經(jīng)濟開發(fā)區(qū)的招商引資的能力具有非常重要的現(xiàn)實意義。如東經(jīng)濟開發(fā)區(qū)作為成立20年左右的省級經(jīng)濟開發(fā)區(qū),既有“靠江靠�？可虾！钡膮^(qū)位優(yōu)勢,又有“南通最東路難通”的環(huán)境劣勢;既有“連通蘇南,對接上�！钡陌l(fā)展機遇,又有“產(chǎn)城結(jié)合,產(chǎn)業(yè)升級”的艱巨挑戰(zhàn),具有充分的研究價值。本文運用文獻調(diào)研法,調(diào)查法,PEST分析法,SWOT模型分析法,營銷學6PS理論。研究將以招商引資營銷策略的相關概念、理論和文獻為理論基礎,以國內(nèi)開發(fā)區(qū)的發(fā)展形勢和如東經(jīng)濟開發(fā)區(qū)招商引資現(xiàn)狀作為研究背景,以實證研究和文獻研究作為研究方法,剖析如東經(jīng)濟開發(fā)區(qū)招商引資過程中存在的經(jīng)驗和問題以及進一步發(fā)展的機遇與挑戰(zhàn),最后本文從市場營銷學的角度入手,結(jié)合招商引資營銷策略的理論研究和對如東經(jīng)濟開發(fā)區(qū)招商引資現(xiàn)狀的分析,從而提出適合如東經(jīng)濟開發(fā)區(qū)發(fā)展戰(zhàn)略的新的招商引資模式。對其未來的招商引資工作提出對策和建議。
[Abstract]:Investment attraction is an activity of local governments or development zones established by local governments to persuade investors to accept land or lease factories, and to attract capital and technology in order to revitalize the local economy. It is the sales behavior aimed at the investment environment of a certain area. The local government or the development zone set up by the local government as the organizer of attracting investment should do a good job in the work of attracting investment. The idea of attracting investment should be investor-oriented, and the activities of attracting investment should be systematized. Rational use of marketing ideas and methods to guide the work of attracting investment, with diversified and flexible marketing means to adjust the strategy of attracting investment, so as to promote investment and develop the economy. The Rudong Economic Development Zone in this paper is located in the northern part of Rudong County, which belongs to Nantong City, Jiangsu Province. In 2006, it was rated as the most valuable city in the Yangtze River Delta. Because of the competition incentive of investment environment in our country, there must be some difficulties and problems in the process of attracting investment in Rudong Economic Development Zone. The research of this paper is to combine the development of Rudong Economic Development Zone. To analyze and compare the competitiveness of local investment promotion, to find out the gap, and to put forward a better marketing strategy in view of the problems existing in attracting investment in Rudong Economic Development Zone. It is of great practical significance to improve the ability of attracting investment in Rudong Economic Development Zone. As a provincial economic development zone established for about 20 years, Rudong Economic Development Zone has not only the regional advantages of "relying on the river and the sea by Shanghai", but also the environmental disadvantage of "the east road of Nantong is difficult to get through", and the development opportunities of "connecting with southern Jiangsu and docking Shanghai". There is also a "industry-city integration, industrial upgrading" of the arduous challenge, with full research value. In this paper, we use the method of literature investigation, the method of pest analysis, the method of SWOT model analysis, and the 6PS theory of marketing. The research will be based on the related concepts, theories and documents of the marketing strategy of attracting investment, taking the development situation of domestic development zones and the present situation of attracting investment in Rudong economic development zone as the research background. Taking the empirical research and literature research as the research methods, this paper analyzes the experience and problems in the process of attracting investment in Rudong Economic Development Zone, as well as the opportunities and challenges for further development. Finally, this paper starts from the perspective of marketing. Based on the theoretical research on the marketing strategy of attracting investment and the analysis of the present situation of investment attraction in Rudong Economic Development Zone, a new investment attraction model suitable for the development strategy of Rudong Economic Development Zone is put forward. Put forward the countermeasure and suggestion to its future work of attracting investment.
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F127

【參考文獻】

相關期刊論文 前9條

1 李子陽;;新常態(tài)下地方政府招商引資的思考[J];江蘇經(jīng)貿(mào)職業(yè)技術學院學報;2016年01期

2 張鳳玲;;企業(yè)營銷戰(zhàn)略實施保障與控制[J];電子制作;2013年20期

3 王海忠;王駿e，

本文編號：2174060