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论文编号：	7108
作者编号：	2120123022
上传时间：	2014/12/16 15:37:51
中文题目：	天津港保税区招商引资营销策略及其实施研究
英文题目：	Research on Marketing Strategy in Investment Promotion for Tianjin Port Free Trade Zone
指导老师：	李桂华
中文关键字：	天津港保税区；招商引资；关系营销；服务营销；差异化营销
英文关键字：	Tianjin Port Free Trade Zone; Investment Promotion; Relationship Marketing Strategy; Differentiation Marketing Strategy; Service Marketing Strategy
中文摘要：	天津港保税区是天津市滨海新区的重要核心功能区之一，包括天津港保税区和天津空港经济区两个区域，总面积达80平方公里。作为国家级开发开放的经济区，自1991年建区以来，天津港保税区始终保持经济健康快速发展，地区生产总值年均增幅超过20%，成为具有海港、空港双重优势的经济区域之一。自2012年开始，区域生产总值更是突破千亿元的规模。天津港保税区之所以能够取得这样的成绩，一条重要的成功经验就是坚持招商引资带动，始终把招商引资作为区域发展的核心战略，举全区之力对外招商、聚焦招商、服务招商。随着近些年来各个城市、各个区域对于招商引资工作的重视，相应的资源，包括人力、物力、财力的不断投入，各个地方之间对于著名的、重要的、有着良好经济利益和社会效应的招商引资项目展开了激烈的竞争。一些知名企业、重大项目纷纷与天津港保税区失之交臂，这其中包含着一些必然的因素，但是更有一些可以避免的因素。面对这种形势，天津港保税区如何利用现代营销理论及策略，调整自身定位，认清未来发展趋势，准确投入相应的资源，以营销策略为指导，以营销手段为保障，丰富、完善自身功能建设，吸引更多大、准、活项目不断聚集，是天津港保税区面临的一项艰巨而紧迫的工作。本文试图依据天津港保税区在发展历程中所积累的在市场营销方面所采用的策略、方法、做法等经验教训，结合新形势下区域发展面临的新情况，运用前沿的市场营销理论，分析研究天津港保税区应对市场变化条件下的服务营销、关系营销、差异化营销的理论和做法，以期达到区域更好、更快发展的目标，实现经济、社会的双丰收。同时，做好相关研究，也是为其他区域的发展提供借鉴。本文共分六章，第一章为绪论，第二章对相关理论进行回顾，第三、四、五章为主体部分，第六章为结论。各主体章节的内容和观点分述如下：第三章 分析了天津港保税区的区域现状及招商引资现状，运用PEST和SWOT两种方式对其进行分析，指出目前存在的若干问题，并强调了招商引资运用营销策略的重要性和必要性。第四章 分析了招商引资的目标市场分析，天津港保税区在招商引资中目标市场的选择和营销策略的选择。三种营销策略分别是关系营销策略、差异化营销策略和服务营销策略。第五章 为保障以上各项营销策略的顺利实施，天津港保税区所采取的各种实施与保障工作。
英文摘要：	Tianjin Port Free Trade Zone is one of the core functional areas in Tianjin Binhai New Area, contains Tianjin Port Free Trade Zone and Tianjin Airport Economic Area, the total surface is 80 Km2. As a national economic open area and with the unique advantage of both the seaport and airport, Tianjin Port Free Trade Zone has reached a steady and fast annual economy growth rate over 20% since the establishment in 1991. The area GDP reached 106.8 billion RMB in 2012, which is a milestone in the history of the area. One important reason for the brilliant development of the Tianjin Port Free Trade Zone is focusing on the investment promotion constantly with all the efforts. In recent years, every city and every area are paying more and more attention on the investment promotion, devoting human resources, policy benefits, and fiscal allowances, etc. The projects with famous brand or good social effects are always welcomed, which have caused serious competitions among different areas. Some world-renowned companies or projects were not invested in Tianjin Port Free Trade Zone in past few years. This could be the results of some inevitable factors, but there are some factors could be avoided. In face of the severe situation, the key solution is to utilize the modern marketing strategy for the Tianjin Port Free Trade Zone. Adjusting the self position, foreseeing the trend and devoting the related resources more accurately, these are the tough but urgent missions for the committee. With the guidance and guarantee of the marketing strategy, the Tianjin Port Free Trade Zone will attract more successful projects by making the perfection of the area functional construction. The purpose of this paper is to summarize all the strategies, methods, practices and experiences in marketing of the investment promotion during the development of Tianjin Port Free Trade Zone. Combined with the current new situation, the paper will utilize the leading marketing strategy and analyze the relationship marketing strategy, differentiation marketing strategy and service marketing strategy, and to adjust the changing marketing, in order to reach a better and faster development and gain both in economy and society. Meanwhile, the study will also set a good example for the development of other areas. This paper is divided into six chapters. The first chapter is the background introduction. The second chapter is the review of the related theories. The third to fifth chapters are the main body of the study. The sixth chapter is the conclusion. The contents and perspectives of each main chapter are as follows: The third chapter introduces the Tianjin Port Free Trade Zone and analyses the current situation of the investment promotion in this area. The PEST and SWOT analysis methods will be used to point out the current problems. Also, the importance and necessity of marketing strategy are also introduced. The fourth chapter analyses the targeting market for the investment promotion and briefly introduces the choices made by Tianjin Port Free Trade Zone. Then it summarizes the three marketing strategies used in the investment promotion of the area, which are relationship marketing strategy, differentiation marketing strategy and service marketing strategy. The fifth chapter concludes the methods and practices to secure the application of the marketing strategies mentioned above for Tianjin Port Free Trade Zone.
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