Research On Marketing Strategy Of Lu Liang Industrial Park

The industrial park is a special economic space area under the planning and leadership of the government,in order to achieve the goal of industrial development,gather a variety of production factors within a specific space,and then integrate resources.With certain preferential policies,the park creates a good operating environment for enterprises,and realizes the aggregated benefits and scale development of funds,projects,talents and technologies.Industrial parks have become the most dynamic and potential growth poles for regional economic development in various countries.At present,the construction of industrial parks has become a major measure to promote the industrialization process in various provinces and cities.As the original intention of building an industrial park,attracting investment is the key to the development of the industrial park.Investment promotion can be seen as the exchange of products between the park and investors.The "products" of the park are land,investment environment and services,and the "products" of investors are projects,capital and taxes.The park needs investors' capital to develop the economy,expand employment,and increase taxes.Investors need the land and investment environment of the park to achieve economic goals.With the transformation and upgrading of the economic structure,the marketing work of the park is no longer solely maintained by the government's preferential policies,but more dependent on the transformation of business management models,scientific and technological innovation,and the implementation of marketing strategies;more and more industrial parks do not Paying more attention to the expansion of the scale,it is more inclined to improve the quality of the investment environment.Previously,it relied on preferential policies to attract investment.Now it pays more attention to service quality and brand characteristics to attract investors.This article takes STP marketing strategy theory,7Ps marketing strategy theory and other marketing related concepts and literature as the theoretical basis,takesLuliang Industrial Park as the research object,through expert interviews and field visits,and designs questionnaire survey for investors in the park Differences between enterprise needs and the actual situation of the park.Use the SWOT corporate strategy analysis tool to analyze the advantages,disadvantages,opportunities and challenges of Luliang Industrial Park.At the same time,it summarizes and analyzes the current status of marketing theory research at home and abroad,sums up experiences and characteristics,and learns marketing strategies from well-known industrial parks at home and abroad,such as Bangalore Software Technology Park in India,Jurong Industrial Park in Singapore,and Suzhou Industry The park and the Kunming Economic and Technological Development Zone in the province.Finally,from the perspective of marketing,combined with the status quo analysis and questionnaire analysis of Luliang Industrial Park,this article puts forward suggestions on target market positioning,optimization of investment environment,innovative investment invitation methods,and improvement of service levels.Marketing strategy research provides reference and help.