發(fā)布時(shí)間：2019-06-19 02:46

【摘要】：在新環(huán)境和新時(shí)期下,政府營銷已經(jīng)成為必然趨勢(shì)。近年來,代表基層政府行使產(chǎn)業(yè)發(fā)展職能的科技園發(fā)展方興未艾,科技園又區(qū)別于一般的政府,承擔(dān)產(chǎn)業(yè)發(fā)展、企業(yè)服務(wù)、城市建設(shè)等職能,營銷策略對(duì)科技園的發(fā)展顯得尤為重要,科技園的營銷經(jīng)常出現(xiàn)于各類媒體上,但其實(shí)有關(guān)科技園營銷理論的研究還有待摸索,各界所解讀的科技園營銷理論也是五花八門、未成定論。探究科技園營銷理論,可以吸收借鑒現(xiàn)有企業(yè)營銷的理論體系和經(jīng)驗(yàn),但決不能生搬硬套企業(yè)營銷有關(guān)的理論及策略,要分析利用好企業(yè)營銷理論中好的思維模式,同時(shí)結(jié)合科技園營銷所包含的不同的主體對(duì)象以及所要遇到的特殊問題,從而總結(jié)出具有自身理念的科技園營銷理論及策略的綜合科學(xué)體系。本文結(jié)合無錫太湖國際科技園的市場營銷現(xiàn)狀,以科技園區(qū)的營銷策略研究作為切入點(diǎn),分析無錫太湖國際科技園的市場營銷策略現(xiàn)狀及存在問題和原因分析,探討其優(yōu)化的措施。希望通過研究,能夠分析出無錫太湖國際科技園發(fā)展的內(nèi)部和外部優(yōu)勢(shì)以及其今后發(fā)展的趨勢(shì),機(jī)遇和挑戰(zhàn),最終為無錫太湖國際科技園設(shè)計(jì)出一套適合其園區(qū)發(fā)展環(huán)境和發(fā)展現(xiàn)狀的營銷策略,希望能夠?yàn)閲鴥?nèi)同類科技園的發(fā)展提供借鑒。
[Abstract]:In the new environment and new period, government marketing has become an inevitable trend. In recent years, science and technology parks, which represent the grass-roots government in exercising the function of industrial development, are in the ascendant. Science and technology parks are different from the general government in undertaking the functions of industrial development, enterprise services, urban construction and so on. Marketing strategies are particularly important to the development of science and technology parks. The marketing of science and technology parks often appears in all kinds of media, but in fact, the research on the marketing theory of science and technology parks still needs to be explored. The marketing theory of science and technology park interpreted by all walks of life is also varied and has not become a final conclusion. To explore the marketing theory of science and technology park, we can absorb and draw lessons from the existing theoretical system and experience of enterprise marketing, but we must not make good use of the relevant theories and strategies of enterprise marketing, analyze and make good use of the good thinking mode in enterprise marketing theory, and combine the different subject objects and special problems to be encountered in the marketing of science and technology park. Thus, the comprehensive scientific system of marketing theory and strategy of science and technology park with its own concept is summarized. Based on the present marketing situation of Wuxi Taihu Lake International Science and Technology Park, and taking the research of marketing strategy of Wuxi Taihu Lake International Science and Technology Park as the starting point, this paper analyzes the present situation, existing problems and causes of the marketing strategy of Wuxi Taihu Lake International Science and Technology Park, and probes into the measures for its optimization. It is hoped that through the research, we can analyze the internal and external advantages of the development of Wuxi Taihu Lake International Science and Technology Park and its future development trend, opportunities and challenges, and finally design a set of marketing strategies suitable for the development environment and current situation of Wuxi Taihu Lake International Science and Technology Park, hoping to provide reference for the development of the same kind of science and technology park in China.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F276.44
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本文編號(hào)：2502006