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论文编号：	12837
作者编号：	2320190566
上传时间：	2021/12/9 22:20:46
中文题目：	天津高新区招商引资服务营销策略研究
英文题目：	Research on Services Marketing Strategy about the Investment Promotion of Tianjin Hi-tech Area
指导老师：	刘建华
中文关键字：	天津高新区；服务营销；招商引资；策略研究
英文关键字：	Tianjin Hi-tech Area; Service marketing; Investment promotion; Strategic research
中文摘要：	改革开放以来，特别是中国加入WTO以来，我国地方政府纷纷将开发区或工业园区作为当地对外开放的窗口，通过完善基础设施、加强园区配套、提高公共服务、给予税收优惠等多种手段开展招商引资工作，以带动和提高当地地方经济发展。 2014年，以习近平同志为核心的党中央高屋建瓴，提出“京津冀协同发展”重大国家战略，谋划京津冀地区协调统筹发展，调整京津冀地区的区域内空间结构和经济结构，解决北京“大城市病”问题。其中，疏解北京非首都功能是重中之重，是“牛鼻子”，是关键。7年来，总书记亲自谋划部署推动的这项国家战略取得了突出效果，特别是在疏解北京非首都功能的背景下，津冀两地产业招商引资工作得到了前所未有的良机。 天津高新区是天津市经济的发展的重要引擎之一，是首批国家创新型科技园区。成立之初由天津市科委直管，2008年成立滨海新区后，受滨海新区管辖，现为滨海新区下属五大经济功能区之一。天津高新区以“发展高科技，实现产业化”为己任，在30多年的发展历程中，经济指标一直位居天津市前列，一些科技类指标始终居于天津市首位。与此同时，天津高新区高度重视招商引资工作，特别是在京津冀协同发展国家战略背景下，天津高新区的招商引资工作瞄准疏解北京非首都功能的契机，下大力气做文章，在招商引资中通过服务做好营销，不断吸引大项目、好项目落地。 本文从服务营销角度切入，以天津高新区作为研究对象，将天津高新区作为服务营销的主体，对招商引资的服务营销策略加以研究。结合京津冀协同发展国家战略的实施，对天津高新区招商引资环境进行宏观分析、竞争分析、内部分析。同时，通过市场细分、目标市场选择和定位，结合服务营销的7P视角，重点是后3P视角，提出招商引资服务营销策略。与此同时，对招商引资的服务营销提出保障措施。
英文摘要：	Since the reform and opening up, especially after the accession to the WTO, local governments in China usually set a window to the outside depend on it’s development zone or industrial industrial area. At the same time, they pay more attention to investment promotion, through improving infrastructure, improving supporting facility, improving public service, giving tax incentives and other ways, which aims to drive and improve the local economic development. In 2014, the Central Committee of CPC proposed a major national strategy, which is named "Coordinated development of The Beijing-Tianjin-Hebei Region", aiming to adjust the regional spatial and economic structure of the Beijing-Tianjin-Hebei region and solve the problem of "big city issue" in Beijing. Among them, the removal of non-capital functions in Beijing is the top priority, is the "ox nose", is the key. In the past seven years, the national strategy planned and promoted by the General Secretary has achieved outstanding results. Especially under the background of the removal of non-capital functions from Beijing, the investment promotion in Tianjin and Hebei has obtained unprecedented opportunities. Tianjin Hi-tech Area is one of the most important engines for economic development in Tianjin. It is one of the first batch of national innovative science and technology industrial areas. At the beginning, it was under the direct management of Tianjin Science and Technology Commission. After the establishment of Binhai New District in 2008, it was under the jurisdiction of Binhai New District. Now it is one of the five subordinate economic functional zones of Binhai New District. Tianjin Hi-tech Area takes "developing high technology and realizing industrialization" as its own responsibility. With the development of more than 30 years, its economic indicators and some scientific and technological indicators have always ranked first in Tianjin. At the same time, Tianjin Hi-tech Area attaches highly importance to the work of investment promotion, especially under the background of the national strategy. The task of investment promotion in Tianjin Hi-tech Area aims at the opportunity of relieving the non-capital functions of Beijing, and makes great efforts to make an issue of it. Through the investment promotion, Tianjin Hi-tech Area wish to constantly attracts big projects and good projects by using service marketing. From the perspective of service marketing, this paper takes Tianjin Hi-tech Area as the research object to make a study about the strategy of investment promotion. At the same time, under the national strategy Beijing-Tianjin-Hebei coordinated development, the paper make detailed analysis about macro environment, competition environment and internal environment of Tianjin Hi-tech Area. What is more, through marketing segmentation, marketing selection and positioning, combined with the 7P perspective, especially the post-3P perspective of service marketing, offer the proposal of service marketing strategy in investment promotion. At last, the guarantee measures are put forward.
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