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论文编号：	7972
作者编号：	2120132718
上传时间：	2015/12/9 11:43:57
中文题目：	沈阳市于洪区招商引资服务营销策略研究
英文题目：	Research on Service Marketing Strategy for Investment Promotion of Yuhong District in Shenyang
指导老师：	杜建刚
中文关键字：	于洪区；招商引资；服务营销策略
英文关键字：	Yuhong District; investment promotion; service marketing strategy
中文摘要：	改革开放30多年以来，对于中国各地而言，实现可持续跨越发展最重要的动力就是招商引资。目前，全国各地各级政府几乎都把招商引资作为政府工作的重中之重，以政府为主导的招商引资对区域社会、经济发展产生了积极的推动作用。然而随着世界经济深度调整，国内经济下行压力加大，加之国家陆续出台了一系列取消和限制地方政府优惠政策的文件，地方政府招商引资工作遇到了前所未有的挑战。 在新形势下，地方政府之间的竞争正逐步由土地资源和优惠政策的竞争转向投资环境的竞争。目前，各地基础设施等硬件条件基本趋同，软环境对于招商引资的重要性更加突显，服务因素已成为改善地区投资软环境的关键。因此探讨如何提升地方政府的服务水平以增强自身竞争力具有十分重要的现实意义。 本文首先对我国地方政府招商引资的现状、趋势及所面临的宏观环境进行分析描述，提出了传统的招商引资方式已经无法适应新形势下的发展需要这一问题。进而在借鉴国外招商引资成功经验的基础上，以沈阳市于洪区为研究对象，将服务营销理论与于洪区招商引资工作实践相结合，针对于洪区招商引资的现状和问题，运用7P营销组合策略理论，为于洪区提供相关服务营销策略建议，以期能够为于洪区改善投资环境，提高招商引资水平起到一定的推动作用，同时也为其他地方政府的招商引资工作提供参考和借鉴。
英文摘要：	After more than 30 years of reforming and developing, the most important driving force for sustainable development across all parts of China is investment promotion. At the moment, investment promotion is becoming more and more important in all the local governments’ works across the nation. A government-leading investment promotion has a positive way of promoting the local society and its economic developments.Nevertheless, the investment promotion encounter unprecedented challenges due to the rapid change of the world economy and the domestic economic downturn of China. In an addition, the central government has canceled or restricted a series of policies which benefit the local government. Under the new circumstances, the competitions between the local governments are gradually transformed from land resources and the preferential policies, into the investment environment. At the moment, the infrastructures of local governments are basically the same, which highlights the importance of the software for investment promotion. Services have become the key factors in improving the software of investment environment of the region. Therefore, by discussing how the local governments to improve level of service in order to enhance their competitiveness, shows a significant practical meaning. This paper first analyzed the current situation and the macro environment of the local government investment promotion,and puts forward that the traditional way of attracting investment is unable to adapt to the new situation.Taking Yuhong District as the research object,in the view of the present situation and problems of the investment promotion,on the basis of the theory of 7P marketing strategy,to provide related services marketing strategy advice,in order to play a certain role of improving the investment environment and the level of investment promotion of Yuhong District as while as provide reference for other local governments.
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