营销传播视角下做好招商引资工作的思考  

Reflecting on the Effectiveness of Investment Attraction Based on the Perspective of Marketing Communications

作　　者：樊传果[1] 

机构地区：[1]江苏师范大学信息传播学院,江苏徐州221009

出　　处：《徐州师范大学学报（哲学社会科学版）》2012年第5期152-156,共5页Journal of Xuzhou Normal University(Philosophy and Social Sciences Edition)

基　　金：江苏省哲学社会科学基金项目"营销传播与招商引资研究"(项目编号:08TQD013);高校人文社科基金项目"苏北地区招商引资传播中存在问题与对策研究"(项目编号:07SJB860003)的阶段性成果

摘　　要：招商引资的过程实质上就是寻找目标投资者并对当地投资环境与招商项目开展营销传播的过程。要做好招商引资,必须引入现代营销传播理念。首先要做好扎实的市场调研工作,做好招商引资的项目定位与目标投资者定位,深刻洞察目标客户投资需求与决策心理;从营销传播视角对当地投资环境与投资项目进行全面的形象包装设计,创作出对目标投资者具有传达力和说服力的宣传内容;整合利用好各种传播媒介,做好招商引资的整合营销传播工作,尤其要做好数据库营销传播和数字营销传播。The process of investment attraction is in fact a search for target investors and marketing to the local investment envi- ronment and investment projects. Therefore, it is necessary to introduce modem marketing communication ideas so as to make merchant promotion and investment attraction successfully. First of all, we should canT out solid market research, locate projects and target investors of merchant promotion and investment attraction accurately, have insight into needs of target investors and their psychological index of decision - making. Secondly, it is imperative to conduct a comprehensive image of the packaging de- sign of the local investment environment and investment projects from the perspective of marketing communications. Finally, to do a good job in the Integrated Marketing Communications of merchant promotion and investment attraction by integrating and making good use of various forms of media, it＇ s particularly important to make database marketing communications and digital marketing communications well done.

关 键 词：招商引资 营销传播 目标投资者 

分 类 号：F713.53[经济管理—市场营销]