Marketing Strategy On Investment Promotion Of Wuhan Caidian Economic Development Zone

Wuhan Caidian Economic Development Zone is a province-level economic development zone approved by Hubei Provincial Government, which is composed of Zhuankou Industrial Park, Changfu Xincheng Industrial Park, Yaojiashan Industrial Park and Houguan Lake Ecological New Town. The whole zone covers an area of 169 square Kilometers. The industrial cluster begins to form. The key industries in the development zone are automobile and spare parts industry, electronics and electrical appliance industry, medicine and chemical industry, textile and garment industry and modern service industry. In recent years, internal and external investment promotion environment has changed a lot. Industry-purpose land becomes scarce and the land cost increases constantly. The state strengthens environment protection, imposing the strictest environment protection measures. The national tax system is becoming unified. The possibility of using preferential tax policy as an investment promotion weapon is decreasing. The investment promotion measures and policies meet head-on-head. All these internal and external changes pose great challenges for the investment promotion.The paper expounds marketing theory and industrial cluster theory with aspects of the notion, the history, the current study home and abroad, and the importance of the theory study. Secondly, it scans the current situation, the exiting problems, internal and external environmental changes in Caidian Economic Development Zone, analyzes the strengths, weaknesses, opportunities and threats in investment promotion. Guided by industrial cluster theory, the key industries are positioned as automobile and spare parts industry, electronics and electrical appliance industry and modern service industry. The paper also analyzes the market segments and the target customers. Finally, the writer lays down an investment promotion marketing strategy for the development zone by using the 4ps marketing tools theory. The writer hopes that the study can help the development zone position its industries scientifically, share the benefit of industrial cluster and achieve sustainable growth, enhance the quality of investment promotion, and make contribution to the rapid and sound growth for Wuhan Caidian Economic Development Zone.