基于营销学原理的国际投资促进新论:从产品营销到环境营销  

The New Theory of International Investment Promotion Based on Marketing Principles:Product Marketing to Environment Marketing

作　　者：宋东升[1] SONG Dongsheng(Institute of Economics,Hebei Academy of Social Sciences,Shijiazhuang 050051,China)

机构地区：[1]河北省社会科学院经济研究所,河北石家庄050051

出　　处：《经济论坛》2024年第7期33-41,共9页Economic Forum

摘　　要：国际投资促进是特定国家(地区)投资环境这一特殊产品的营销活动,是从一般意义上的产品营销向特殊意义上的环境营销的延伸和拓展,主要包括机会分析、市场细分、市场定位、营销组合和营销组织等五个部分。机会分析包括宏观引资机遇分析和微观市场机会辨识两个层面;市场细分就是对已辨识的微观市场机会作进一步的细分以聚焦对引资方发展助力最大和引资优势突出的产业细分机会即目标市场;市场定位就是在目标市场上突出自身的竞争优势或个性卖点以在同一目标市场确立相对其他引资方的引资竞争优势;营销组合就是针对投资促进目标市场的特定需求和竞争性的市场定位确定和组合运用产品、价格、渠道、促销等具体的营销策略;营销组织就是为顺应投资促进的营销特征建立具有政府与市场二元特征的营销组织系统和运行机制。International investment promotion(seek foreign investment) is a kind of marketing activity of investment environment of some country(region) as a special product,and an extension from the product marketing in general meaning toward the environment marketing in special meaning,mainly including the five parts of Opportunity Analysis,Market Segmentation,Market Positioning,Marketing Mix and Marketing Organization.Opportunity Analysis consist of an analysis of macro-opportunities for seeking investment and an identification of micro-opportunities of market;Market Segmentation is a further segmentation of identified micro-opportunities of market so as to focus on the industrial segment opportunity that has the biggest contribution to the development of the investment seeker and prominent advantages for seeking investment namely target market;Market Positioning is to highlight its own competitive advantages or personality as a selling point on the target market so as to establish competitive advantages for seeking investment compared with other investment seekers on the same target market;Marketing Mix is to fix and conduct combined application of marketing tactics of product,pricing,channel,promotion,etc.in response to specific needs on the target market of investment promotion and competitive market positioning;Marketing Organization is to establish marketing organization system and its operation mechanism with the dual features of government and market in compliance with marketing features of investment promotion.

关 键 词：营销学 国际投资促进 外资 引资方 

分 类 号：F207[经济管理—国民经济]