论“招商品牌”和“招商营销”及其对我国招商引资的促进作用

On the FDI Attracting Brand and Marketing and Their Promotion on FDI Inflows to China

影响招商引资的最关键因素是投引资双方的交互作用,“招商品牌”是投引资双方信息传递的有效机制,是双方交互作用的有效载体。良好的招商引资品牌和大招商营销组合可以大大促进本地区和城市的招商引资活动。大营销组合中的“政府”、“公关”、“竞争”要素的考虑,可以避免开发园区泛滥、产业定位及服务方法雷同、争相提供优惠政策的局面。

This paper raises two new concepts,i.e., 'FDI-attracting brand' and 'FDI-attraction marketing'.The interactions between the investors and host regions are the most important factors in FDI-attraction.The 'FDI-attracting brand' is an efficient mechanism of communication and a critical carrier of interactions between them.Good 'FDI-attracting brand' and 'FDI-attraction marketing' mix will greatly promote the FDI attraction and local economic development.The governments,public relations,and competition should play an important role in avoiding industrial structural similarity and over-competition of local FDI-attraction.Finally the measures in China's 'FDI-attracting brand' building and some implications for China's FDIattraction practice are also discussed.