Study On The Investment Promotion Strategy Of Jinqiao Industrial Zone

Shanghai Jinqiao Export Processing Zone (Jinqiao Industrial Zone in short hereafter)was founded in1990is one of the first56state-level development zones recognized by theState Council. Jinqiao Industrial Zone possesses the planned area of27.38k㎡.JinqiaoIndustrial Zone attracts middle and large domestic and overseas manufacturing enterprisesby using lands, factory and office buildings. After twenty-one year development, JinqiaoIndustrial Zone has formed a base of advanced manufacturing industries, with IT/IC, Autoassembly and components manufacturing, Home Appliances and Biopharmaceuticalindustry as its pillar industries. Besides, Jinqiao Industrial Zone is the producer servicecluster area of Regional Headquarters, R&D centers and Sales centers. In2011, the totalindustrial output value reached227.5billion RMB, accounting for30%of that of PudongNew Area. Jinqiao has attracted over1400enterprises since its establishment.In the last twenty-one years, Jinqiao Industrial Zone’s investment promotion strategykept focusing on the industry objective positioning on large manufacturing enterprises andthrough transferring and leasing land and property resources with large area and low costto attract large manufacturing enterprises. Nowadays most of the land and propertyresources have been sold out or leased to investors. There is only less than1k㎡area ofland left and over90%of the buildings have been occupied. Furthermore, since theregulation of the government on the using of the industrial land are becoming increasinglyrestrict and the resident relocation is becoming more and more difficult and expensive, it isalmost impossible to acquire newly added lands from the government. Therefore, there isonly few resources can be used by Jinqiao Industrial Zone to attract more investors. As thekey factor for the industry development, the lack of resources has become the bottle neckwhich restrains the further development of Jinqiao Industrial Zone. As the state-levelindustrial zone, in accordance with the general strategy in the twelfth five-year plan,Jinqiao should aim at promoting the sustainable development of the area industry,accomplishing the double increase of the industrial output value so as to accelerate theeconomic growth and also achieving the double increase of the sales index of Jinqiao (Group) Company based on the existing industrial structure of Jinqiao Industrial Zone.Investment promotion is the necessary way to accomplish the general strategic target. Butfacing the lack of resources for investment promotion, the existing investment promotionstrategy can not fulfill the general strategic target for Jinqiao in the twelfth five-year plan.How to transform the investment promotion strategy and reposition the target industry ofinvestment promotion and to take what effective and workable investment promotionmeasures to promote the further investment promotion so as to fulfill the general strategictarget of Jinqiao has become the urgent question which needs research for the investmentpromotion of Jinqiao Industrial Zone.The marketing strategy is set based on the general strategy of the enterprise and servefor it. When the marketing resources or product supply change, in order to keep thesustainable development or dig out the new growth point for making profits to fulfill thegeneral strategic target, the enterprise will adjust and transform its marketing strategy.Therefore, the market positioning is one of the key factors for the marketing strategytransformation.Based on the marketing strategy and the strategy transformation theory and makinguse of the five forces model competition strategy, STP marketing and4Ps&4Cs theories, thisthesis will use the data base of the resources for the investment promotion, apply themethods including comparative analysis and customers survey, etc, based on the industryand resources for investment promotion of Jinqiao industrial zone to make themonographic research on how to adjust the investment promotion strategy of JinqiaoIndustrial Zone when facing the lack of resources. Thus the thesis raises that JinqaoIndustrial Zone should reposition the target industry and market through investmentpromotion strategy transformation, take the measures including resources adjustment,improving the service and comprehensive supporting facilities, create the internalcoordination system and encouraging existing enterprises upgrade their own industries, etcto help Jinqiao to keep promoting the investment promotion so as to accomplish thegeneral strategic target in the twelfth five-year plan.