| The development and progress of a city is the prerequisite demand of the people. So far, city administration development has been dominated by the government and advanced by higher request from managers, in consideration of economic growth and the social progress. The issue of how to use resources effectively is a task that confronts every city. In particular, when the outside investment has become one of the most important aspects of a city's competition, because there are a series problems and issues that city directors should give careful thought to from a marketing perspective, such as how to attract outside investment, where the target market of outside investment is, and the basic steps that need to be taken for the outside investors regarding city progress.In terms of the order of proposing questions, analyzing questions and solving problems, both strategetic management and marketing management have been involved in this dissertation to appraise the current situation used by Ji'an City to in attract outside investment. The paper also indicates that it is necessary to introduce a new marketing plan to the city, to explore all the potential advantages, to confirm all available resources, to make Ji'an City an attractive destination for investment; and establish a Ji'an City brand that will encourage investors to come to our city, in the knowledge that the city administrators understand the competitive marketplace and the desire for all to make a living. The new city marketing plan discussed in this dissertation, will become a systematic, scientific and progressive marketing strategy that will play a continuous role in our economic future.The whole thesis is divided into four chapters, and could be regarded as in three parts: The Preface and Chapter One are Part One, and mainly introduces the relation of background, meaning, pending problems, the system info of the city's current marketing plan and attract outside investment; Chapter Two, Part Two, mainly introduces the basic circumstance found in Ji'an City, and makes a contrasting analysis of every aspect of Ji'an City; Chapter Three, Chapter Four and the Conclusion are Part Three, and introduce and explain collectivity assume plans attracting outside investment and their effect on the basis of the current city marketing plan in Ji'an City, and at last comes out with a conclusion.Part One, viz Preface and Chapter One.The Preface mainly introduces a background of this thesis which is due to the growth in competition of Ji'an City, which grew from an employment crisis which made the necessity of attracting investment plan to see. This paper will simultaneity introduces the current circumstances and actuality of Ji'an City today.The aim and significance of this thesis is to study the methods employed to attract outside investment to come to Ji'an and to establish a systematic, scientific strategic for the future and the continuable development of Ji'an. At the same time it will cause a certain use for medium and small city's attract outside investment now.Chapter One, this summary of the city marketing which attempts to attract outside investment is divided into three parts.Firstly, I will introduce the city marketing intentions from two aspects, appearance and development. Integrating the experience gained during my work, I think the city marketing should use a methodological approach to carry through a systemic reprogramming of the city's political and economic resources, in order to find out their role in the development of a market economy. Setting up a city"brand", establishing comprehensive forms of competition, attracting more useful social recourses, fine-turning the development of the city, and satisfying the needs and desires of the population of Ji'an City. The second part introduces some specifications of the city marketing plan and summarizes four specifications for the fulfillment of the city's future marketing. Certainly, the marketing plan has been influenced by the numerous views and opinions held by the precious governors of Ji'an but this thesis means to establish a new concept for future marketing strategies.The third part talks about how the city marketing plays an important role in improving the city's continuous development, and continues to attract outside investment. Definitely at present outside investment has a number of disadvantages encouragement, like poor level of competition, the wasting of recourses, but a scheduled marketing plan will help to solve these problems and help to avoid them returning in the future.The second part is Chapter Two.Chapter Two is the key part of this paper. This chapter is divided into three sections. Firstly, this thesis will set out to analyze the existing situation in Ji'an City. Next, I will discuss the advantages that Ji'an currently enjoys. Finally I will outline disadvantages and the environment for management of Ji'an City.Section One, a brief introduction of Ji'an City, introduces three aspects of Ji'an City, its historical evolution, existing situation and the plans for the development of industry and the economy.Section Two analyzes the city marketing and attracting outside investments. Three aspects are mentioned in this section, the concept, personnel management and the actuality and problems of attracting outside investments. Also some other problems are pointed out clearly.Section Three analyzes the environment for management in Ji'an again from three aspects, the macroscopical environment, the microcosmic environment and the competitive environment. From the macroscopical perspective, firstly Ji'an's location is analyzed. Secondly, Ji'an's location in the seven counties and cities (areas) of Tonghua is analyzed and also the distribution of linkages in industrial networks. From microcosmical perspective, the method of SWOT is applied to analyze the situation of Ji'an from the following four aspects, advantages, disadvantages, opportunities and threats. The advantages of resources, brand, geography and culture are clearly pointed out. The chances of political, external propagandistic and national industrial development are also analyzed. At the same time, the disadvantages of geography, system, personnel and finance are also pointed out. The inner and outer dangers which threaten the further development of Ji'an are discussed. On the competitive environment, the possibility of competition between the counties, the cities as well as similar industries is closely analyzed.The third part is a conclusion of sections three and four.Section three analyses and demonstrates the overall hypotheses for how Ji'an City, Jilin will carry out outside investment based on the city marketing plan, with regard to the establishment of a theoretical framework for the city's future marketing programmes. This part is classified into two sections. The first section states that during the establishment of the city marketing theory to the outside investment, analysis shows that there are four problems that must first be solved. It is clear that establishing a new marketing concept to attract investment into the city would be a major step forward in Ji'an city's attempt to solve all these problems.In the second section, I will establish a working hypothesis to explain what currently attracts outside investment into Ji'an City and explain the progress strategies and targets of such investment. This part also introduces the approach of leading industries and city services and clarifies how best to constitute favourable policy.The main idea of chapter four is how Ji'an City sells the idea and the concrete measures to attract investments. The professional knowledge of Strategic Management and Marketing Management is sufficiently controlled in six sections to fulfill concrete measures and process needed in attracting investments.The first section of the paper focuses on the step that need to be taken to transform Ji'an City into a high-end tourist city and plan to prepare for the camp pin propagating Ji'an City, capital of looking for a dream,"sunlight". The tourists look on Ji'an City as"northeast China living room". There are three aspects that need further development, cultural event, advertisement tactics and internal education theories must be established put into practice. Thus, Ji'an City will be pushed toward being international city that attract the world's attention.The second section of this paper is about attracting outside investment and how to use the marketplace to analyze the important point of tourism, medicine, food and the surroundings Ji'an City to attract investment trade and job to the area.The third section focuses on strategies for combining Marketing Management for attracting investors to further develop tourism, pharmaceuticals, food production and foreign trade. Included in this chapter are integrated blueprint for combining designs and packaging. Also discussed is how to created win-win situation by combining local enterprises and brands with government policies.The fourth section explores the main ways of attracting future investment in to the city market. It demonstrates a number of detailed methods and working models for attracting investment, through the use of agencies and by using direct marketing, and encourages a combination of internal and external cooperation and a synchronization with the hierarchy of the city administration.The fifth section is about the sensible utilization of the lever policy. It describes methods and strategies of city marketing approach and its principles when attracting investments from the point of view of both higher level and local policies. Meanwhile, it also points out that some of these policies might need minor alteration at various stages of their development.The sixth section concentrates on detailed measures for guaranteeing investments in Ji'an City. It illustrates the implementation, and control of the plan for attracting investments in terms of the establishment of professional team, management and control system and the guarantees that can be offered.The final part further clarifies that scientific orientation, rational programming and planning are the premise and guarantee to achieving the success in attracting outside investment. Meanwhile, again it emphasizes the leading role of the government in encouraging outside investment guided by the city marketing plan. |
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