Study On Stakeholder Management Of Comprehensive Experimental Area Based On Place Marketing Theory

Nowadays in the management of industrial park, development zone and specialized economic region, there has been some disturbing tendency that is mainly focused on tangible results such as infrastructure construction and investment attraction, but neglected some intangible factors such as enhancement of living standard, respect of worker’s rights and upgrading production safety etc. That will definitely debase the management efficiency. To deal with issue, the thesis takes a new angle of stakeholder perspective to study the case of PINGTAN Comprehensive Experimental Area marketing, which will be regarded as a complicated project. With the appliance of stakeholder management theory the paper meant to expand the local authority’s vision and thinking and to cope the problem of ignorance of public in regional development, conservative way of thinking in management of communications.In order to get the clear view of the stakeholder of PINGTAN development project, the author went to the PINGTAN island, did survey, collected media information on that issue and read a lot of works on Place Marketing and Stakeholder Management. With the help of the collected data, theories and techniques on stakeholder management, the author identifies the stakeholder group in the PINGTAN development project and analyzes each stakeholder group’s expectations, interests and influence over the project. Further more the paper looks into the trend of the changes of expectations, influence and interests of each stakeholder group and reveals some rules for stakeholder’s influence and interest change in management of the non-profit public project. Based on that, the thesis focuses on the management strategy of the stakeholder group in place marketing project and thus gives proposal on stakeholder management strategy such as push, pull, monitor and lead.On the analysis of stakeholder influence and interest changing trend and the stakeholder management strategy in place marketing project, the author draw several conclusions such as the usually weak and remote local people in commercial project is key and stakeholder group in public management project because it has the trend to get more power over the project in the process of project enforcement. To solve the current hardship encountered by PINGTAN development project that is lack of support of Taiwan local authorities and short of appeal to Taiwanese investors, the paper gives several suggestions such as improving communications skills with Taiwan regional authorities, setting the time and scale for Taiwanese involvement in the project, putting priority on self-development and infrastructure construction and enhancing management of media.