Research On Service Quality Improvement Of X City Investment Promotion Bureau

X City Investment Promotion Bureau is a governmental organization specialized in introducing X City’s investment environment, providing coordination and investment services for domestic and overseas investors, and improving economic and trade exchanges and cooperation. In the dissertation, X City Investment Promotion Bureau is taken as the research object, and D Motor Company Production Base Project is taken as the specific case. Based on the development status and environment analysis of automobile industry in Guangdong province, researches are conducted to find out Guangdong is capable of undertaking this project. X city, as one of the most developed regions in Guangdong province, possesses outstanding hardware environment yet it failed to get the project. From the perspective of service marketing theories, the author will make use of service quality model to conduct customer satisfaction survey on the service marketing strategy adopted by X City Investment Promotion Bureau, trying to analyze the gap representation of its service quality and figure out the problems of service marketing existed in X City Investment Promotion Bureau, so as to provide suggestions for the Bureau’s optimization of service marketing and lay foundation for its service quality’s further improvement.In the field of investment promotion, software and hardware environments are of equal importance. When hardware environment in different regions is merely neck and neck with each other, service quality of investment promotion bureaus plays a vital role in the decision making of potential investors. Fostering scientific service marketing concepts in terms of investment promotion, conducting effective investment promotion marketing activities, and improving service quality of investment promotion agencies are of great significance for satisfying potential customers’ needs, which are also important approaches of attracting more foreign investment. The service capacity and quality of X City Investment Promotion Bureau has direct impact on the introduction of foreign investment, which also affects X city’s social and economic development. X City Investment Promotion Bureau should learn from the failure of D Motor Company project, take reforms to improve its core competitiveness, therefore being able to provide better services for customers and attract more investors to X city. As far as the author is concerned, the research not only provides remedy for insufficient studies on this topic and lays the foundation for service quality improvement of X City Investment Promotion Bureau, but also offers reference to other Investment Promotion Bureaus for the improvement of service quality and optimization of service system.