康巴什产业园区招商引资的营销策略研究

发布时间：2018-06-12 22:15

本文选题：康巴什产业园区 + 招商引资　；参考：《内蒙古财经大学》2014年硕士论文

【摘要】：开发区设立的目的是发展区域经济与实现区域经济产业结构调整，有些开发区还同时承担着发展城市新区的任务。所以，，开发区作为经济发展的新产物，是各地政府创造就业、承载企业、技术升级、增加税收的“掌上明珠”、是占据国际经济和产业发展制高点的有力平台、是提升自主创新能力和市场竞争力的坚实后盾。国内从1979年设立第一个工业园区-深圳蛇口工业园区开始，经过80年代的创业探索、90年代的蓬勃兴起和新世纪以来的高速增长，工业园区已成为国民经济发展的重要力量。据有关统计资料，目前我国各类开发区的总数达3000个左右。开发区的招商工作是开发区发展的重中之重。为鼓励开发区的大力发展，国家颁布了相关的鼓励政策，所在的地方也制定了相应的配套性政策，对投资给予了优惠和鼓励。但是近年来，国家给予各经济开发区的政策日趋一致，单纯的依靠土地优惠、税费减免等政策来招商已经难以吸引外部的投资者。传统的招商的理念和方式存在的问题越来越突出，各开发区招商引资恶性竞争的情况也越来越严重。与此同时，各地为促进经济增长纷纷加大招商引资力度，使得原本就激烈的竞争，更加呈现出白热化状态。因此，运用市场营销、区域营销和战略管理的理念和方法探寻一种适合开发区招商引资的营销策略，是新形势下开发区实现可持续发展，进行招商引资工作必然的趋势。近十年来，鄂尔多斯市已培育18个重点园区。其中康巴什产业园区规划建设面积20平方公里，以贯穿南北的东康西线作为景观和交通轴线，东翼8平方公里规划为智能制造产业区、新能源产业区和现代服务业产业区，西翼12平方公里规划为节能汽车产业基地和零部件配套产业区。园区主要以汽车及配套零部件制造等装备制造业、智能制造业、新能源、新材料产业为主，重点引进亚太地区、香港及东部沿海地区的战略性新型产业和相关配套产业。园区从无到有、从少到多、由小到大、由弱到强，取得了显著成效，为全市经济社会发展作出了重要贡献。但同时，每个开发区自身面临的挑战也是严峻的，康巴什产业园区如何能突破固有的单纯依靠盲目扩张来发展的模式，从内涵上即发展质量上来提高，同时运用开发区的软环境，如管理效率、人力资源、区位交通优势等招商引资策略来脱颖而出，是亟待解决的问题。本文结合康巴什产业园区实际情况，深入研究国内外开发区招商引资营销策略，运用营销方法为康巴什产业园区引导招商的正确的决策，提高引资的质量和水平。
[Abstract]:The purpose of the establishment of the development zone is to develop regional economy and realize the adjustment of regional economic industrial structure . Some development zones also bear the task of developing new urban areas . Therefore , the development zone is the new product of economic development . It is a powerful platform for the development of the international economy and industry . It is a powerful platform for improving the ability of independent innovation and market competitiveness . In China , the first industrial park in 1979 - Shenzhen Shekou Industrial Park has become the important force for the development of national economy . According to the statistics , the total number of various development zones in China is about 3000 .

In order to encourage the development of the development zone , the state has promulgated the relevant encouragement policies , and the local government has formulated relevant policies to encourage the development of the development zone . However , in recent years , the policies of the state to the economic development zones have become more and more serious . In the meantime , the concept and method of the traditional Chinese merchants have become more and more serious . At the same time , the concept and method of marketing , regional marketing and strategic management have become more and more serious .

Over the past 10 years , the city of Ordos has cultivated 18 key parks , of which the planned construction area of Kangbashi Industrial Park is 20 square kilometers , which runs through the east Kangxi line of the north and south as the landscape and traffic axis . The east wing is 8 square kilometers , which is the intelligent manufacturing industrial area , the new energy industrial area and the modern service industry area . The park is mainly composed of the equipment manufacturing industry , the intelligent manufacturing industry , the new energy industry and the new material industry , which are mainly used for manufacturing automobile and supporting parts , and mainly introduces the strategic new industries and related supporting industries in the Asia - Pacific region , the Hong Kong and the eastern coastal areas .

In the meantime , the challenges of each development zone are serious , and how can the Kangbashi industrial park break through the inherent mode of relying on blind expansion and improve the quality of development , and use the soft environment of the development zone , such as management efficiency , human resources , location transportation advantage and so on , it is a problem to be solved urgently .

In the light of the actual situation of Kangbashi Industrial Park , this paper further studies the domestic and foreign investment promotion marketing strategy of the development zone , and uses the marketing method to guide the proper decision - making in Kangbashi Industrial Park to improve the quality and level of the investment .
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F127

【参考文献】