Study On Inviting Investment Strategy Of Pinghu Economic And Technology Zone Based On The Theory Of Regional Marketing

During a long time ago and currently still widely recognized as the best strength for investment attraction is the preferential policies published by government.However,in the new situation with competition becomes fierce day by day,it is not competitive any more just providing different kinds of preferential policies in the purpose of attracting investment.Regional marketing theory holds the opinion that local government should put effort in identifying and occupying the segment market adapt to itself and make a unique marketing strategy as regard to the target market for this region.To implement the investment environment with a plan and purpose and carry out service marketing activities is the way out in future for local government to attract investment.With the experience and study locally by the author,the image of Pinghu Economic and Development Zone is not clearly defined yet especially the“service,concept is not very well used flexibly by the officers from investment attraction department.The regional marketing concept is not widely recognized to Pinghu Economic and Development Zone,not to mention the setting up of complete marketing plan and specialized regional marketing comprehensive planning organization and its controlling system.This paper discussed the investment attraction strategy of Pinghu Economic and Technological Development Zone from the regional marketing perspective.Firstly,the paper introduced background and value of this study,stated the study result of investment attraction strategy as well as regional marketing theories from scholars,and simply introduced the frame and methods for this article.Secondly,investment attracting and regional marketing theories are mentioned and put forward the necessity of regional marketing.Thirdly,this paper analyzed the current situation of investment attraction of Pinghu Economic and Technological Development Zone by SWOT and use questionnaires to find out the problems of investment attraction strategy of Pinghu Economic and Technological Development Zone from 4 aspects which is product,price,promotion and place strategies respectively as well as service marketing perspective.Finally,based on regional marketing strategy,put forward the general idea of investment attraction strategy of Pinghu Economic and Technological Development Zone from STP and 4PS strategies respectively and the solutions to implement the investment attraction strategy of Pinghu Economic and Technological Development Zone.The purpose of this article is to find the way out for investment attraction with the legalized rules to promote and enhance the competitiveness and successive rate.Optimize investment attraction with the concept of regional attraction and replace the preferential policies and the resource price reduction,etc.This paper tries to take the concept of regional marketing and picked Pinghu Economic Development Zone where the author come from for case study with lots of material at hand and real environment experience to find out the problems and put forward solutions.It is advisable for the local investment attracting work with no doubt and also good for other regions to practice with reference to some extent.