| In the current stage of development,China has to deal simultaneously with the slowdown in economic growth,making difficult structural adjustments and absorbing the effects of the previous economic stimulus policies.With the coming of economic new normal era,the development of real economy and the nurture of enterprises with core competence are taken as the starting point of formulation and implementation of economic policies.It is reported in the Eighteenth National Congress of Communist Party of China that scientific and technological innovation provides strategic support for raising the productive forces and boosting the overall national strength,and we must give it top priority in national development.We should follow a path of making innovation with Chinese features and implement the strategy of innovation-drive development.In March of 2015,the State Council released the document about deepening the system and mechanism reform and speeding up the implementation of innovation-drive strategy.And what was put forward in it is that innovation-drive will become the new impetus for economic growth and for industry structure adjustment.To coordinate with economy of Hong Kong and Macau and to promote economic development of Zhuhai,the State Council approved Hengqin's overall development plan in August 14 th,2009.Hengqin is allocated to Zhuhai special economic zone,and it will be constructed as the demonstration area of a new cooperative pattern in Guangdong-Hong kong-Macau region,and as the experimental area for deepening reform and scientific innovation.In order to develop Hengqin New Area,Zhuhai municipal government set up a solely state-owned enterprise DHQ.It subsidiary company,GF,is the core platform for the strategic business.KC,the wholly-owned subsidiary of GF,is primarily responsible for investment,construction,operation and management for high and new technology innovation base in Hengqin New Area.To ensure the effective exploitation,planning,construction and operation of innovation base,to accelerate the development of the free trade area,as well as to realize the maximization of KC's social and enterprise benefits,this paper intends to conduct in-deep study and make analysis of the project in the form of business plan with the use of management theories and the writer's experience in this company.The paper initially makes introduction of Hengqin New Area project.Then,by means of PEST,Five Force and SWOT analysis,it clears the internal and external environment,the advantages and disadvantages,and also the competitive stance of the project.Based on the precise positioning of the project,the development plan,content and function of this project are set out,so that,it can allocate the resources,such as talents,capital and materials.Combination use of STP and relevant competitive strategy helps to develop the marketing strategy.That is,establishing emerging market with primary industry,featured industry and innovation project as the core and setting out marketing mix strategy based on investment-attraction pattern to explore the operation mode and profit-making mode.As last,this paper makes quantitative analysis of the project through a great deal of data,which includes scientific estimation of cost,investment income,and payback period,demonstrating the feasibility and economical efficiency.In addition,potential risks are identified and relevant risk-control strategy is formulated.Through the conduct of applied research of Hengqin New Area project,it hopes to provide reference and theoretical guidance for the development of this project... |
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