芒市招商項(xiàng)目營銷策略研究
發(fā)布時(shí)間：2018-12-11 19:11
【摘要】：2013年云南省委常委會通過《云南省“產(chǎn)業(yè)建設(shè)年”三年行動(dòng)計(jì)劃》和《云南省“產(chǎn)業(yè)建設(shè)年”2013年實(shí)施方案》,《行動(dòng)計(jì)劃》和《實(shí)施方案》確定了13個(gè)示范帶動(dòng)產(chǎn)業(yè)。云南各地州、縣市按照省委省政府的總體要求規(guī)劃招商項(xiàng)目并營銷,由于省上并沒有具體對各區(qū)域進(jìn)行產(chǎn)業(yè)細(xì)分和定位導(dǎo)向,全省一盤棋,導(dǎo)致全省相鄰區(qū)域招商項(xiàng)目營銷同質(zhì)化競爭,影響地方招商引資效果和產(chǎn)業(yè)配套。如何揚(yáng)長避短,更好發(fā)揮各地突出優(yōu)勢,促進(jìn)滇西邊境地區(qū)和諧發(fā)展,共同進(jìn)步迫在眉睫。本文具體針對芒市與相鄰區(qū)域(騰沖縣、龍陵縣、保山市隆陽區(qū))招商項(xiàng)目營銷同質(zhì)化競爭,影響招商引資效果與地方產(chǎn)業(yè)發(fā)展的情況下提出的。本文首先在芒市與周邊地區(qū)(保山隆陽區(qū)、騰沖縣、龍陵縣)招商項(xiàng)目營銷現(xiàn)狀分析的基礎(chǔ)上指出芒市招商項(xiàng)目存在營銷同質(zhì)化問題；然后運(yùn)用SWOT分析法對比了芒市與保山隆陽區(qū)、騰沖縣、龍陵縣之間的情況,分析了芒市招商的優(yōu)勢、劣勢、機(jī)遇及挑戰(zhàn)；接著使用問卷調(diào)查對投資者需求、對芒市的關(guān)注度、投資區(qū)域、有興趣的產(chǎn)業(yè)投資項(xiàng)目、企業(yè)類型、企業(yè)規(guī)模等方面進(jìn)行市場調(diào)查,得出芒市招商的市場定位和項(xiàng)目定位；進(jìn)而推出芒市招商的項(xiàng)目、成本、促銷、渠道、關(guān)系營銷、相鄰區(qū)域合作六方面的策略；得出芒市只有找準(zhǔn)相鄰地區(qū)差異,準(zhǔn)確把握目標(biāo)市場及項(xiàng)目定位,用好用活國家性政策,大膽創(chuàng)新、勇于嘗試,科學(xué)運(yùn)用市場營銷的相關(guān)理論指導(dǎo)招商引資工作,招商引資工作成效才能取得突破,地方經(jīng)濟(jì)才能得到跨越式發(fā)展的結(jié)論。本文旨在通過招商項(xiàng)目營銷戰(zhàn)略研究,突出芒市地方特點(diǎn),促進(jìn)產(chǎn)業(yè)優(yōu)化、帶動(dòng)產(chǎn)業(yè)配套和地方經(jīng)濟(jì)發(fā)展,同時(shí)也為云南省別的地區(qū)招商項(xiàng)目營銷提供一種思考。
[Abstract]:In 2013, the standing Committee of Yunnan Provincial CPC Committee adopted the "three years Action Plan of Yunnan Province" and the "Industrial Construction year of Yunnan Province" in 2013. The "Action Plan" and "implementation Plan" identified 13 demonstration and driving industries. In accordance with the overall requirements of the provincial party committee and the provincial government, the prefectures, counties, and cities of Yunnan have planned and marketed investment projects. Because the province has not specifically subdivided and orientated the industries in various regions, the province has a game of chess. It leads to homogeneous competition in the marketing of investment projects in neighboring regions of the province, which affects the effect of local investment attraction and industrial matching. It is urgent to promote the harmonious development of the western Yunnan border area by taking advantage of the strong points and avoiding the weaknesses. This paper specifically aims at the homogeneous competition between Mango and adjacent regions (Tengchong County, Longling County, Longyang District of Baoshan City), which affects the effect of attracting investment and the development of local industries. Firstly, based on the analysis of the current situation of investment promotion projects in Mango and its surrounding areas (Baoshan Longyang District, Tengchong County, Longling County), this paper points out that there is a problem of homogeneity in marketing of investment promotion projects in Mango City. Then the paper compares the situation between Mango City and Baoshan Longyang District, Tengchong County and Longling County, and analyzes the advantages, disadvantages, opportunities and challenges of attracting investment in Mango City. Then we use the questionnaire to investigate the investors' demand, the attention to Mango, the investment area, the industry investment project, the enterprise type, the enterprise scale and so on, and get the market orientation and project orientation of the investment in Mango. And then launch the project, cost, promotion, channel, relationship marketing, neighboring regional cooperation of six strategies; It is concluded that Mango should only find the difference between adjacent regions, grasp the target market and project orientation accurately, use the national policy well, make bold innovation, dare to try and scientifically apply the relevant theories of marketing to guide the work of attracting investment. Only in order to obtain the breakthrough, the local economy can get the conclusion of leapfrogging development. The purpose of this paper is to highlight the local characteristics of Mango, to promote industrial optimization, to promote industrial matching and local economic development, and to provide a kind of thinking for the marketing of investment projects in other regions of Yunnan Province.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F127
本文編號：2373076
[Abstract]:In 2013, the standing Committee of Yunnan Provincial CPC Committee adopted the "three years Action Plan of Yunnan Province" and the "Industrial Construction year of Yunnan Province" in 2013. The "Action Plan" and "implementation Plan" identified 13 demonstration and driving industries. In accordance with the overall requirements of the provincial party committee and the provincial government, the prefectures, counties, and cities of Yunnan have planned and marketed investment projects. Because the province has not specifically subdivided and orientated the industries in various regions, the province has a game of chess. It leads to homogeneous competition in the marketing of investment projects in neighboring regions of the province, which affects the effect of local investment attraction and industrial matching. It is urgent to promote the harmonious development of the western Yunnan border area by taking advantage of the strong points and avoiding the weaknesses. This paper specifically aims at the homogeneous competition between Mango and adjacent regions (Tengchong County, Longling County, Longyang District of Baoshan City), which affects the effect of attracting investment and the development of local industries. Firstly, based on the analysis of the current situation of investment promotion projects in Mango and its surrounding areas (Baoshan Longyang District, Tengchong County, Longling County), this paper points out that there is a problem of homogeneity in marketing of investment promotion projects in Mango City. Then the paper compares the situation between Mango City and Baoshan Longyang District, Tengchong County and Longling County, and analyzes the advantages, disadvantages, opportunities and challenges of attracting investment in Mango City. Then we use the questionnaire to investigate the investors' demand, the attention to Mango, the investment area, the industry investment project, the enterprise type, the enterprise scale and so on, and get the market orientation and project orientation of the investment in Mango. And then launch the project, cost, promotion, channel, relationship marketing, neighboring regional cooperation of six strategies; It is concluded that Mango should only find the difference between adjacent regions, grasp the target market and project orientation accurately, use the national policy well, make bold innovation, dare to try and scientifically apply the relevant theories of marketing to guide the work of attracting investment. Only in order to obtain the breakthrough, the local economy can get the conclusion of leapfrogging development. The purpose of this paper is to highlight the local characteristics of Mango, to promote industrial optimization, to promote industrial matching and local economic development, and to provide a kind of thinking for the marketing of investment projects in other regions of Yunnan Province.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F127
【參考文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 殷現(xiàn)耘;提高我國地方政府領(lǐng)導(dǎo)干部在招商引資中的領(lǐng)導(dǎo)力[D];山東大學(xué);2009年
，本文編號：2373076
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