The New Theory of International Investment Promotion Based on Marketing Principles:Product Marketing to Environment Marketing
International investment promotion(seek foreign investment)is a kind of marketing activity of invest-ment environment of some country(region)as a special product,and an extension from the product marketing in gen-eral meaning toward the environment marketing in special meaning,mainly including the five parts of Opportunity Analysis,Market Segmentation,Market Positioning,Marketing Mix and Marketing Organization.Opportunity Analy-sis consist of an analysis of macro-opportunities for seeking investment and an identification of micro-opportunities of market;Market Segmentation is a further segmentation of identified micro-opportunities of market so as to focus on the industrial segment opportunity that has the biggest contribution to the development of the investment seeker and prominent advantages for seeking investment namely target market;Market Positioning is to highlight its own competitive advantages or personality as a selling point on the target market so as to establish competitive advantag-es for seeking investment compared with other investment seekers on the same target market;Marketing Mix is to fix and conduct combined application of marketing tactics of product,pricing,channel,promotion,etc.in response to specific needs on the target market of investment promotion and competitive market positioning;Marketing Organi-zation is to establish marketing organization system and its operation mechanism with the dual features of govern-ment and market in compliance with marketing features of investment promotion.
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