从传播学视角看招商引资节会活动  

Talking about Investment Attraction from the Communicative Angle

作　　者：樊传果[1] 

机构地区：[1]江苏师范大学信息传播学院

出　　处：《中国广告》2012年第12期116-119,共4页China Advertising

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>(项目号07SJB860003)的研究成果

摘　　要：招商引资节会活动因其针对性强、规模效益高、传播效果好,已成为各地政府最常用的一种招商传播方式。目前,各地政府在组织招商引资节会活动过程中存在许多问题。要想高效开展招商引资节会活动,必须周密做好招商引资节会活动的整体策划与创意设计,做好目标投资者的调研分析与前期"蓄水"工作,精心管控活动的每一个细节,力争活动效果最大化。As the festival celebration activities of investment attraction have the characteristic of high pertinency, high scale efficiency and great communication effect, it has been one of the most frequently used communication methods of investment attraction for local governments, However, there are some prominent problems in the process of organizing the activities for local governments currently. In order to carry out the festival celebration activities of investment attraction efficiently, on the one hand, the overall planning and the creative design of the activities must be considered carefully and completely; on the other hand, the research analysis of target investors and the ＂water impounding＂ in earlier stage of the activities must be paid more attention. Moreover, every detail of the activities should be controlled elaborately so as to make the effect maximize.

关 键 词：招商引资 节会活动 招商项目 招商传播 

分 类 号：F713.8[经济管理—广告]