Case Study: Marketing Strategy Of Songshan Lake Industry Headquarters Economic Zone

The economic globalization and information technology application are great support for enterprises to realize flat organ and virtualization. And they also play an important role in integrating enterprises' logistics, information flow and cash flow. China now is not only the manufacture center of multinational, but also she is becoming their operation, research and development center. The flourishing of Headquarter Economy reflects that the economic globalization has become a part of China's urban development.Since the reform and opening up, seizing the opportunity in the international manufacturing, Dongguan has succeed in transferring itself from a rural area into a new industrial city. But unfortunately, the present industrial structure put sand in the wheels of Dongguan's economic and social development. As a result, industry upgrading is imperative and urged to be placed on the schedule.Songshan Lake Sci.& Tech Industrial Park includes IT, opto-electronics, bio-engineering, environmental protection industry, equipment manufacturing,and other newly emerging high-tech industries with huge potential. Technical innovation, the core function of Songshan Lake, guarantee Songshan Lake to be the technology, research and design center of Dongguan. It is the important carrier to build regional economies gathered in the headquarters. Songshan Lake focus on the introduction of high-tech, modern service, R&D and marketing headquarters. It has been introduced more than 70 type of R&D headquarters.This paper focuses on the marketing strategy of Songshan Lake Industry Headquarters, introduces the concepts and methods of headquarter economy, and describes the background, planning, development ideas, project development and marketing status. This case studying focuses on the marketing environment, the opportunities and challenges and the project positioning analysis, using of 4P theory of system analysis. Finally, it summarizes the effect and inspiration of the case.Significance of this research is the discussion of the headquarters economy combined with the industrial clusters. Through the practice of Songshan Lake, summed up the development mode and marketing strategies. To Songshan Lake and other similar parks, this paper has a high theoretical and practical significance for developing industrial clusters, promoting regional industrial structure adjustment.