Regional Marketing Perspective-based Investment Research

Investment invitation of the whole country has been going on like a raging fire Since China adopted the reform and opening-up policy in 1978, it has been playing an important role in national economic activities, and it also becomes an important factor in promoting local economic development. As the reform and the practice of the open-door policy getting deeper, local investment invitation of our country occurs significant changes in sources of funding,methods and channels. Faced with these changes, some local governments were unable to adapt, resulting in various problems. Investigate its reasons depend on Lacking of corresponding investment theory as a guide, Lacking of understanding from a strategic perspective to the work, and issues such as blind investment invitation will occurs in practice, the domestic research can't solve all The issues . The study is designed based on the literature study of this subject, research from the perspective of regional marketing, construct a tentative theoretical framework for regional investment model by the way of"partition– Summarized". Firstly, based on defining the concept of investment invitation, clarify the elements of the regional investment: main subject Target market and project. The author believes the main subject includes The core layer of government-led,Enterprise base support layer,outer layer for intermediary organizations,and a reasonable operating mechanism is needed between the main subjects; The essence of the target market is industrial investors, the needs and behavior of Industry investors is the key to analyze the target market; the selection and packaging of the Project should follow certain rules and principles. secondly, based on the analysis of strategic environment of the regional investment invitation, proposed three strategies from the main body, competitor and target market separately, these are: positioning strategy,competitive strategy and service strategy; Thirdly, five essential elements of implementing strategies are proposed under the guidance of the strategies of investment invitation: investment invitation team, information platform of investment invitation, channels of investment invitation, the hard and soft environment of investment invitation. The author believes these five elements are the key to success. At last the author use Kunming high-tech zone's case to test and verify the theoretical model, and put forward some suggestions according to the model, in order to provide a theoretical reference for the investment invitation of other places in china.