武汉蔡甸经济开发区招商引资营销战略.pdf

华中科技大学硕士学位论文武汉蔡甸经济开发区招商引资营销战略姓名:李曙光申请学位级别:硕士专业:工商管理指导教师:吴兆龙 2010-04-24 I 华中科技大学硕士学位论文摘要武汉蔡甸经济开发区是经湖北省政府批准成立的省级经济开发区,由沌口工业园、常福新城工业园、姚家山工业园和后官湖生态宜居新城组成,规划控制总面积 169 平方公里。开发区内产业集群逐步形成,初步形成了汽车及零部件、电子电器、医药化工、纺织服装以及以旅游及高尚住宅为主的现代服务业等重点产业。近年来, 招商引资工作内、外部环境发生了巨大变化。开发区可用工业用地规模不断减少, 土地成本不断增加;国家实行了严格的环境评价措施;国家的税收政策不断完善, 税收制度逐渐统一,利用税收优惠政策招商引资空间缩小;各地招商引资的手段和政策不断同质化。这些变化对开发区招商引资带来了挑战。本文首先论述了市场营销理论和产业集群理论的概念、发展历史、国内外研究现状和理论研究的重要指导意义等。本文对蔡甸经济开发区招商引资工作现状、存在的问题和内外部环境的变化进行了扫描,分析其优势、劣势、机会、威胁, 并以产业集群理论为指导,确定开发区的产业定位为汽车及零部件产业、电子电器产业和现代服务业,深入挖掘开发区主导产业的细分市场和目标客户。最后,综合运用市场营销的 4Ps 营销组合理论, 为蔡甸经济开发区招商引资工作设计市场营销方案。笔者希望通过本文的研究能帮助开发区实现产业科学定位,产业集群效应和可持续的发展,提高招商引资工作水平,为推动蔡甸经济开发区经济又好又快的发展做出贡献。关键词: 经济开发区招商引资市场营销战略产业集群 II 华中科技大学硕士学位论文 Abstract Wuhan Caidian Economic Development Zone is a province-level economic development zone approved by Hubei Provinc ial Government, which posed of Zhuankou Industrial Park, Changfu Xincheng Indus trial Park, Yaojiash an Industrial Park and Houguan Lake Ecological New Town. The w hole zone covers an area of 169 square Kilometers. The industrial cluster begins to form. The key industries in the development zone are automobile and spare parts industry, electronics and electrical appliance industry, medicine and chemical industry, textile and garment industry and modern service industry. In recent years, internal and external invest ment promotion environment has changed a lot. Industry-purpose land es scarce and the land cost increases constantly. The state strengthens environment protection, imposi ng the strictest environment protection measures. The national tax system is ing unified. The possibility of using preferential tax policy as an investment promotion weapon is decreasing. The investment promotion measures and policies meet head- on-head. All these internal and external changes pose great challenges for the investment promotion. The paper expounds marketing th eory and industrial cluster theory with aspects of the notion, the history, th