招商引资是地方政府经济发展的重要动力之一。地方政府如何赢得投资商的

青睐,为区域经济注入活力,过去“靠资源、靠政策”思想和做法将逐渐被时代摒弃,

招商引资的效率很大程度上取决于政府的营销能力。政府营销型招商,就是将区

域内投资环境、项目及政策法规等要素,通过科学合理的营销战略,满足潜在投

资群体的需求,进而实现引进外来资金的目的。

近年来,昆明市招商引资水平不高、质量不优、项目落地难等问题不同程度

存在,急需解决。盘龙区作为昆明主城区之一,既有打造城市核心商圈的优势、

又有绿色生态区域的资源。招商引资暗藏潜力的同时也充满挑战,在变化的市场

下,“城市经营者”们应充分利用智慧、积极主动向“城市顾客”销售城市产品,获取

招商引资的成功。

本文首先对招商引资概念及与区域营销相辅相成的重要关系的理论综述进行.

概述,其次分析了盘龙区现行招商引资工作中存在的问题,运用SWOT分析评价

了盘龙区自身资源在招商引资经济工作中的优、劣势,机遇、挑战,同时运用PEST

分析法对政治、经济、社会文化和科学技术等外部环境进行了分析。根据区域自

身实际尝试从形象定位,品牌塑造、渠道策略、服务营销、招商引资团队管理等

方面进行分析提出建议,同时通过“恒隆广场昆明”招商引资案例分析,讨论了地

方政府在招商引资过程中的作用。

关键词:盘龙区;招商引资;区域营销;品牌形象塑造

RESEARCH ON GOVERNMENT INVESTMENT PROBLEMS

IN MARKETING PERSPECTIVE

——TAKING KUMMING PANLONG DISTRICT AS AN

EXAMPLE

ABSTRACT

Attract Investment is the important motivation of local government's economic

development. How to win the favor of the parties to the investors,inject vigor for the

local economy. In the past 4<by resources,by policy” thoughts and practices will be

abandoned by times, the efficiency of investment depends on the governm^ifs

marketing ability. Government marketing investmrat, it is the regional investment

environment, projects and policies and regulations and oth從 factors, through scientific

and rational marketing strategy, to meet the needs of potential investment group, thus

achieve the purpose of the introduction of foreign capital.

In recent years, such as Kunming investment level is not high,quality is not

optimal, project landing hard problems exist to varying degrees. Urgent need to be

solved. Panlong as one of Kunming urbm area, there are both build the advantage of

urban core business circle,and the resources of the green ecological area. Investment

promotion and capital introduction hidden potential also is full of challenges at the same

time,under the change of the market, city operators should make full use of their

wisdom, and actively to sell the cities products to “ urban customers”,obtain the

success of the investment,

This paper firstly summarizes the Investment concept and the important

relationship with regional marketing. Secondly analyzes the Panlong problems existing

in the current investment promotion and capital introduction, SWOT analysis evaluation

of Panlong its own resources about advantages and disadvantages,opportunities and

challenges.in the Investment promotion work At the same time on the political,

economic, social culture and science and technology and other external environment

was analyzed by using PEST analysis method. According to the actual of area, attempt

from image positioning, brand building, channel strategy, service marketing and

investment promotion and capital introduction team management to analyses and

propose opinions , at the same time reference Hang lung plaza, Kunming investment

case analysis and introduced, Discussion of the local government in the investment

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