| In the environment of increasingly fierce competition in the investment market,service as a reflection of the competitiveness of the development zone is more and more valued by investors.With the gradual disappearance of land and policy dividends,S high-tech industrial development zone also gradually shows the problems of low competitiveness in attracting investment and insufficient social and economic development.In order to adapt to the new normal of economy,effectively improve the efficiency of investment attraction,expand market players,and finally realize the sustainable and sound development of economy and society,S Development Zone must choose the service marketing strategy adapted to the market and establish the service marketing system,so as to accelerate the transformation of comparative advantages,so as to attract enterprise investment and generate economic benefits,so as to achieve the purpose of economic development.Under the guidance of service marketing theory,this paper discusses the investment promotion service marketing strategy suitable for S high-tech industrial development zone.Firstly,the background significance of the research is discussed,and the research status of regional marketing,investment attraction in development zones and service marketing is elaborated in detail.At the same time,the purpose,method,content and framework of the research are introduced.Secondly,it discusses the concepts of development zone,investment attraction and so on,and studies the basic theory of marketing strategy,7Ps,STP and other related theories.Then,the present situation of investment attraction in S development Zone is described comprehensively and carefully,and the macro and micro environment of the development zone is analyzed by using PEST research tool.Then,using the research methods of questionnaire survey and data analysis,it concludes the existing problems of S Development Zone in seven aspects,such as product,price and promotion,and analyzes the causes of the problems.After that,the 7Ps service marketing theory is combined with the actual situation of S development Zone to put forward targeted service marketing strategies for S Development Zone.In addition,it also puts forward five safeguard measures for S Development Zone to "escort" the effective implementation of service marketing strategy.Finally,the paper summarizes the full text,emphasizes the viewpoints of this paper,and puts forward the shortcomings of this paper,as well as the future research direction and hope.This paper chooses S Development Zone as the research object,tries to comprehensively analyze the problem from the perspective of service marketing,combined with the theory of regional investment promotion,relying on the collected existing information and actual situation,and puts forward the service marketing strategies such as product differentiation,channel diversification,personnel specialization and corresponding safeguard measures,which will undoubtedly play a constructive role in promoting the investment promotion of S Development Zone.At the same time,other regions in the similar economic development stage of the transformation of the development zone to attract investment to provide a new marketing ideas. |
