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论文编号：	14556
作者编号：	2320213724
上传时间：	2024/6/2 6:48:28
中文题目：	东疆综合保税区的营销策略研究
英文题目：	Research on marketing strategy Of Dongjiang comprehensive Free Trade Zone
指导老师：	任星耀
中文关键字：	东疆综合保税区；STP战略；营销策略；SWOT分析
英文关键字：	Dongjiang Comprehensive Free Trade Zone；STP strategy；marketing strategy；SWOT analysis
中文摘要：	综合保税区已经成为我国外贸发展的重要支柱，其商品销售额、工商税收、物流企业经营收入在全国海关特殊监管区域中占有相当比重。各综合保税区借助政策优势，大力吸引跨国公司、高科技企业和大型物流企业入驻，促进了国际中转、出口加工、跨境电商等业务的繁荣。国内市场竞争加剧， 随着各地综合保税区数量增多，同类园区之间的竞争愈发激烈。如何在差异化竞争中找到自己的特色和优势，打造特色鲜明、服务优质的综合保税区，成为每个园区必须面对的问题。本论文以东疆综合保税区为研究对象，基于“STP+7Ps”理论框架，探讨该保税区在市场营销中的问题，并提出相应的策略建议，助力东疆综合保税区发展。 首先，对东疆综合保税区营销策略市场环境进行分析。梳理了全国综合保税区的发展现状以及趋势，然后通过对东疆综合保税区面临的外部环境，优势、劣势、机会、威胁等方面的分析，进而通过访谈形式梳理东疆综合保税区在营销方面面临的问题。 再次，梳理出的东疆综合保税区营销面临问题，结合STP理论，通过精细化的市场细分，选择符合东疆综合保税区发展的主导产业，并根据客户关注的利益点以及客户规模，明确目标客户。同时，明确东疆综合保税区目标客户的行业选择并根据国家赋予的定位，找清东疆综合保税区在竞争中的市场定位。进而根据7Ps理论，从产品角度梳理出东疆综合保税区的产品策略提升应为打造投资硬环境与软环境协同的产品策略，从定价角度出发，梳理出东疆综合保税区土地定价、增值服务定价应该结合竞争区域、投入成本、客户感知等角度进行合理定价。渠道上应该利用多元主体协同的渠道策略。在营销沟通策略上，东疆综合保税区应融合线上线下与跨界合作等方式提升东疆在行业影响力。在人员配备上，东疆应打造一支专业性服务团队，提高对客户响应速度以及提供有温度的服务，让客户感觉到专业、温暖、放心。最后，通过打造沉浸式展示中心、完善实体展示基地、打造多终端线上展示的方法，提升东疆综合保税区有形展示能力。 最后，本文提出了营销策略的实施保障，从组织文化、基础设施配套、合作伙伴选择与维系等方面如何为东疆综合保税区营销策略提升提供有力保障。本文的研究成果，一方面为东疆综合保税区营销策略的制定和优化提供了理论支持和实践指导，促进东疆综合保税区可持续、高质量、有竞争力的发展；另一方面也为同类型园区及综合保税区营销工作提供参考和借鉴。
英文摘要：	Comprehensive bonded zones have become an important pillar of China's foreign trade development, with their merchandise sales, industrial and commercial tax revenues, and operating revenues of logistics enterprises accounting for a considerable proportion of the country's customs special supervision zones. With the policy advantages, the comprehensive bonded zones have vigorously attracted multinational corporations, high-tech enterprises and large-scale logistics enterprises, which has promoted the prosperity of international transit, export processing, cross-border e-commerce and other businesses. Competition in the domestic market has intensified. With the increase in the number of comprehensive bonded zones around the world, the competition between similar zones has become more and more intense. How to find its own characteristics and advantages in the differentiated competition and create a comprehensive bonded zone with distinctive features and high-quality services has become a problem that every park must face. This thesis takes Dongjiang Comprehensive Free Trade Zone as the research object, and based on the theoretical framework of "STP+7Ps", discusses the problems in marketing of this free trade zone, and puts forward corresponding strategic suggestions to help the development of Dongjiang Comprehensive Free Trade Zone. First, the market environment of Dongjiang Comprehensive Free Trade Zone marketing strategy is analyzed. The development status quo as well as the trend of the national comprehensive free trade zone is sorted out, and then the external environment faced by Dongjiang Comprehensive Free Trade Zone, advantages, disadvantages, opportunities, threats and other aspects are analyzed, and then the problems faced by Dongjiang Comprehensive Free Trade Zone in marketing are sorted out through the form of interviews. Once again, after sorting out the problems faced by the marketing of Dongjiang Comprehensive Free Trade Zone, combined with the STP theory, we select the leading industries in line with the development of Dongjiang Comprehensive Free Trade Zone through the refinement of market segmentation, and make clear the target customers according to the customer's concerned points of interest and the customer's scale. At the same time, it clarifies the industry selection of the target customers of Dongjiang Comprehensive Free Trade Zone and finds out the market positioning of Dongjiang Comprehensive Free Trade Zone in the competition according to the positioning given by the state. Then, according to the 7Ps theory, the product strategy of Dongjiang Comprehensive Free Trade Zone should be upgraded from the product perspective to create a synergistic product strategy of investment hard and soft environments, and from the pricing perspective, land pricing and value-added service pricing of Dongjiang Comprehensive Free Trade Zone should be reasonably priced by combining the competitive areas, input costs, customer perception and other perspectives. The channel strategy of synergizing multiple subjects should be utilized in the channel. In terms of marketing communication strategy, Dongjiang Comprehensive Free Trade Zone should integrate online and offline and cross-border cooperation to enhance Dongjiang's influence in the industry. In terms of staffing, Dongjiang should create a professional service team to improve the response speed to customers and provide warm services so that customers feel professional, warm and assured. Finally, the tangible display capacity of Dongjiang Comprehensive Free Trade Zone should be enhanced by creating an immersive display center, improving the physical display base, and creating a multi-terminal online display. Finally, this paper proposes the implementation guarantee of marketing strategy, how to provide strong guarantee for the improvement of marketing strategy of Dongjiang Comprehensive Free Trade Zone from the aspects of organizational culture, infrastructure support, partner selection and maintenance. The research results of this paper, on the one hand, provide theoretical support and practical guidance for the formulation and optimization of marketing strategy of Dongjiang Comprehensive Free Trade Zone, and promote the sustainable, high-quality and competitive development of Dongjiang Comprehensive Free Trade Zone; on the other hand, it also provides references and lessons for the marketing work of the same type of parks and comprehensive free trade zones.
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