Research On Marketing Strategy In Luoyang’s Investment Promotion

In the construction of Central Plains Economic Zone and the procession of undertakingthe industrial transfer, the work of investment promotion plays an important role ineconomic development and industrial construction adjustment of Luoyangmunicipality. The purpose of this paper keys on how to enhance the work of Luoyang’sinvestment promotion from the point of view of the marketing strategy, while meetingwith the opportunities of coastal industrial transfer, challenges of the slow recovery ofworld economy, and the risk of trade and investment protectionism.Start from the point of view of the marketing, the methods of comparative study,document analysis were used in this paper to review and collate the relevant researchliterature of home and abroad, including relevant government departments, localgovernment, domestic and international corresponding nations and regions, and sortout the marketing strategies used in investment attraction. By comparing, summarizing,discussing the pros and cons, similarities and differences, the paper gives outsuggestions of marketing strategy to Luoyang’s investment promotion.The introduction leads to the study of the paper-research of marketing strategy inLuoyang’s investment promotion, introduces the significance, content and structure,relative literature review and research methods of this study. The chapter II sorts outthe basic concepts of investment and marketing analyze the current situation of theapplication of marketing strategy in investment attraction at home and abroad. ChapterIII gives an overview of Luoyang’s economic development; analyze its achievementsand shortcomings in the work of investment promotion. Chapter IV uses a SWOTanalysis to evaluate and analyze the development of investment promotion in Luoyang.On the basis of analysis stated above, Chapter V gives out implementation suggestionsin accordance with4P principles, i.e. devoting efforts to build the city brand andspecial industries; insisting on investor orientation, providing preferential policies andefficient services; making good use of media to create and propagate the a city brand; improving investment promotion mechanism, and strengthening the construction ofinvestment promotion channels. Chapter VI comes to the conclusion and points out theshortages.