本文選題：地區(qū)營(yíng)銷(xiāo) + 地區(qū)營(yíng)銷(xiāo)策略��； 參考：《河北工業(yè)大學(xué)》2013年碩士論文

【摘要】：20世紀(jì)90年代以來(lái)，以信息技術(shù)革命為中心的高新技術(shù)迅猛發(fā)展，科學(xué)技術(shù)日新月異，，經(jīng)濟(jì)全球化程度越來(lái)越高，人類步入了全球化競(jìng)爭(zhēng)的新時(shí)代。競(jìng)爭(zhēng)不僅僅商業(yè)競(jìng)爭(zhēng)中的企業(yè)層面，在地區(qū)和城市之間也同樣存在。世界的資源都在向具有優(yōu)勢(shì)的地區(qū)流動(dòng),地區(qū)發(fā)展面臨著新的機(jī)遇與挑戰(zhàn)，地區(qū)之間的競(jìng)爭(zhēng)更加直接和復(fù)雜。面對(duì)激烈競(jìng)爭(zhēng)的挑戰(zhàn)，地區(qū)管理者運(yùn)用市場(chǎng)營(yíng)銷(xiāo)理念和方法來(lái)管理城市,樹(shù)立新的地區(qū)發(fā)展理念，深入分析地區(qū)發(fā)展的脈絡(luò)、優(yōu)勢(shì)和潛力，統(tǒng)籌規(guī)劃，制定營(yíng)銷(xiāo)競(jìng)爭(zhēng)方案，積極采取措施，增加對(duì)外在的投資者或旅游者等目標(biāo)群體的吸引力，集聚更多有益的資源和生產(chǎn)要素，使地區(qū)綜合競(jìng)爭(zhēng)力迅速提高，進(jìn)而在地區(qū)競(jìng)爭(zhēng)中占得先機(jī)具有重要的現(xiàn)實(shí)意義。 河西區(qū)位于天津市區(qū)東南部的海河西岸，是天津市重要的中心城區(qū)、商務(wù)中心區(qū)和對(duì)外交流的窗口。本文在充分調(diào)研河西區(qū)地區(qū)營(yíng)銷(xiāo)現(xiàn)狀的基礎(chǔ)上，開(kāi)展對(duì)河西區(qū)地區(qū)營(yíng)銷(xiāo)的案例研究。內(nèi)部分為四大部分：第一部分，就論文選題的背景、地區(qū)營(yíng)銷(xiāo)研究的國(guó)內(nèi)外現(xiàn)狀和研究意義以及研究思路進(jìn)行簡(jiǎn)要的說(shuō)明；第二部分，采用PEST分析法對(duì)河西區(qū)地區(qū)營(yíng)銷(xiāo)的現(xiàn)狀進(jìn)行了分析，指出進(jìn)行河西區(qū)地區(qū)營(yíng)銷(xiāo)的必要性。接著運(yùn)用SWOT分析方法對(duì)河西區(qū)面臨的機(jī)遇和挑戰(zhàn)、自身的優(yōu)勢(shì)和劣勢(shì)進(jìn)行了剖析，對(duì)天津市的競(jìng)爭(zhēng)實(shí)力、周邊競(jìng)爭(zhēng)地區(qū)和直接競(jìng)爭(zhēng)對(duì)手進(jìn)行對(duì)比分析，以此作為設(shè)計(jì)和實(shí)施河西區(qū)地區(qū)營(yíng)銷(xiāo)策略的重要依據(jù)；第三部分，從旅游者、投資者和人居市場(chǎng)三個(gè)角度入手，充分分析河西區(qū)地區(qū)營(yíng)銷(xiāo)的目標(biāo)市場(chǎng)；第四部分，設(shè)計(jì)提出河西區(qū)地區(qū)營(yíng)銷(xiāo)的整體策略，包括營(yíng)銷(xiāo)的產(chǎn)品、CIS設(shè)計(jì)、組織與實(shí)施等內(nèi)容。河西區(qū)地區(qū)營(yíng)銷(xiāo)策略的實(shí)施，是河西區(qū)保持和提升競(jìng)爭(zhēng)實(shí)力的重要舉措，本文的研究對(duì)河西區(qū)地區(qū)發(fā)展提出了合理化的建議，為相關(guān)地區(qū)營(yíng)銷(xiāo)理論和實(shí)踐提供了一定的經(jīng)驗(yàn)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.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F127

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