KINHTE
PHAN TICH MO HINH NGHIEN ClfU VE THlJC TRANG MARKETING DIA PHlJdNG
TRONG THU HUT VON DAU Tl/
VAO TINH HA TINH
• TRAN THU THUY
T 6 M TAT:
Nghien cdli marketing dia phudng trong vi6e thu hut von d^u tiT vao dia phifdng 1^ nghidn eiJu nhffng boat dpng cua chinh quyen dia phu'dng trong viec xay di/ng chie'n hide marketing d^ thu hut "khach hang" ciia dia phu'dng - cac nha dau tff trong va ngoai nffdc. Bai vie't t6ng hdp ke't qud phan tich mo hinh dinh Iffdng hoi quy da bien ve cac ye'u to marketing dia phffdng co dnh hffdng d cdc mffe dS khdc nhau d6'n m6i trffdng dIu tff tai tinh theo danh gia ciia cdc nha dau tff lam cd sd khoa hoc de tie'p tuc nghi6n cffu cae giai phap cai thien moi trffdng dau tff.
Tuf khoa: Marketing, marketing dia phffdng, von dau tff, tinh Ha Tinh.
LD^tva'nd^
Giai doan hien nay dat ra y6u cau moi dia phffdng deu phai xay dffng cho minh san pham, quy trinh marketing nham thu hut dffde von dau tff de phat trien kinh te - xa hoi dia phffdng, dac biet la nhffng dja phffdng dang nam trong giai doan la'y ddu tff lam dong lffc phat trien nen kinh te nhff dia phffdng Ha Tinh. Nghien cffu marketing dia phffdng cung bao gom cae yeu to': san pham, gia ca, phan pho'i xijc tie'n hfin hdp va them yeu to chinh quyen va cong chiing. De co the thu hiit dau tff phat trien kinh te - xa hoi theo dinh hffdng muc tieu, cac dia phffdng cung phai van dong nhff mot doanh nghiep theo dinh hffdng thi trffdng de xay dffng dia phffdng thanh mot "sdn pham" hap ddn va co cac bien phap quang bd, thu hiit ddu tff hieu qua doi vdi nhom khdch hang muc tieu - la cdc nha dau t\i trong va ngoai nffdc. Thffe te cho thay. Ha Tinh da thffe hien mot so' noi dung lien quan den viec xay dffng hinh anh, chffdng tnnh xiic tien dau tff nham thu hiit dau tff, tuy nhien chffa thu'c hidn dffde viec nghien cffu va thffe hien quy trinh marketing dia phffdng mot
each he tho'ng vd hieu qua. Do do, xay dffng quy trinh thffe hien marketing dia phffdng de tang cffdng thu hiit vo'n dau tff tai tinh dang la nhiem vu co y nghia cap thie't doi vdi Ha Tinh trong giai doan hien nay de thu hiit dau tff phat trien kinh te - xa hoi dia phffdng, dong thdi can danh gid tren gidc do cua chinh cac nha dau tff. Vi the, bdi vie't phan tich mo hinh nghien cffu dinh Iffdng ve hoat d6ng marketing dia phffdng trong thu hiit dau tff trdn cd s6 khao sdt cac nha dau tff tai dia phffong.
2. Phffdng phap nghien cffu
Khung ly thuye't diing de nghien cffu ve marketing dia phffdng trong thu but dau tff dffa trdn cdc nghien cffu trong vd ngoai nffdc.
Cac nghien cffu ngoai nffdc bao gom: Nghien cffu ve cung san pham dia phffdng trong thu hut vo'n dau tff trffc tid'p nffdc ngoai ciia tdc gid Philip Kotler nam 2002, 2010; Nghidn cffu ve gia ca va chi phi cua dia phffdng cua Francois Parvex nam 2009, Philip Kotler nam 2010; Nghien cffu ve phan pho'i - hoat dpng ho trd eua dia phffdng eho nhd dau tff nffdc ngoai cua Philip Kotler nam 2002; Francois
TAP CHi CONG THirUNG
Parvex nam 2009; Nghidn cffu ve truyen thong trong thu hut von dau tff trffc tid'p nffdc ngoai cua Philip Kotler nam 2(K)2; Nghien cffu cac van de ve chii the tham gia thffe hidn marketing, khach hang muc tieu, dinh vi dia phffdng,... cua Philip Kotler nam 1997, Philip Sidel nam 2002, Francois Parvex nam 2009.
Cac nghidn cffu trong nffdc co lien quan den de t^i bao gom; cde nghidn cffu ve npi dung marketing mix dia phffdng trong thu hiit vo'n dau tff trffc tie'p nffdc ngoai: San pham dia phffdng, gia ca chi phi, boat dong phan pho'i, truyen thong, chinh quyen, cong chiing dffde mot so' tac gia kd' thffa va phdt trien nghien cffu vao dieu kien cu thd' cua Viet Nam nhff Vu Tri Dung, Pham Thi Huyen (2005);
Pham Cong Toan (2010); Ld Mai Hai (2017), Nguydn Dffc Hai (2013),... Tat ca cac nghidn cffu da giup bai vid't ke thffa khung ly thuye't nghidn cffu ve marketing dia phffdng trong thu hiit dau iff bao gom cac ye'u to'/cong cu marketing dia phffdng: san pham dia phffdng, gia ca - chi phi, phan phoi - mffc dp ho trd doi vdi nha dau tir, truyen thong va quang ba dia phffdng va chinh quyen va cdng chiing.
Nhffng ye'u td' nay dffde cu the boa de dffa vao mo h'lnh nghien cffu trong bai vie't.
Theo dd, mo hinh nghidn cii^ bao g6m cac ye'u to: Moi trffdng dau tff (Y), San pham (SP), Gid ca (GC), Phan phoi (PP), Truyen thong (TT), Chinh quyin va cong chiing (CQCC gpi chung la Dia phffdng - DP). Phffdng trinh h6i quy boi trong nghien cffu nhff sau: MTDT (Y) = C + pISP + p2GC + p3PP + p4TT + P5DP + s. De cd dff lidu sd cap, de tai da khao sat thong qua phid'u hoi vdi cdc cdu hoi la nhffng bie'n s6'thuoc eac nhdm yd'u to ciia marketing dia phffdng. cu the'' cung san pham dia phffdng (SP) gom 11 yd'u to, gid ca (GC) - chi phi dia phffdng g6m 8 ye'u to', phSn phd'i (PP) - mffc dp ho trd cua dia phffdng gom 7 yd'u to', boat dong quang bd va truyen thdng (TT) gom 7 yd'u to', vai trd cua chinh quyen va cong chiing dia phffdng (DP) gom 2 ye'u to'(Bang I). Mat khdc de' phan tich thong tin, cac cau hoi da dffde ma hda dd'i vdi cdc phffdng an tra Idi theo so' bat dau tff I, trong dd cac cau hoi dieo thang do thff bac dUde ma hoa theo 5 mffc dp tich cffc tang dan tff 1 de'n 5 vdi I - mffc dp tich cffc thap nha't, 5- mffe dp tich cffc cao nha't.
Do'i tffdng dffde khdo sdt la cac doanh nghiep (DN) dau tff trong va ngoai nffdc tai Ha TTnh thupc cdc ITnh vffc. nganh nghe kinh doanh khdc nhau.
vdi 230 phid'u khao sat. Ke't qua khao sat thu ve 180
Bong 1. Cac yd'u to cua nnarketir. Jia phi/cfng trong thu hut dau tff
YSlto SP1 SP2 SP3 SP4 SP6 SP6 SP7 SP8 SP9 SP10 SP11 TT1
TT2
TT3 TT4 TT5
TT6
GC1
GC2 GC3 GC4 GC5 GC6 GC7 i G C 8 PP1 PP2
Mota Tinh thuan Ipi ve mat vi tri dia ly Nguon nguyen lieu tai dia phudng He ttiong giao thong Dieu kien ve dien Oieu l<ien ve nude Dieu l<ien vien thong Chat iiipng nguon iao dong Cong nghiep phu tro Tllm nang thj trudng
Tinh hop iy, ro rang cua phap iuSt lien quan den dSutu
MLIC do on dinh chinh tn
ChSt liigng nguon thong tin tii Sd Ke hoach va Bautu
ChSt luong nguon thdng tin til cac trang website cCia tinh
Chcft iupng ngudn thong tin tir Bd Ke hoach va B l u t u
ChSt IU9ng ngudn thdng tin tirVCCI Cheft iuqng ngudn thdng tin tii gdi y ciia ddi tac ChSt iuang nguSn thdng tin tii nhiJng ngudn khac: Hdi cho, then lam, cdng ty nghien cilu th|
trudng, Dai sii quan cac nude tai ViSt Nam (ddi vdi dau tu nude ngoai)
Luong tra cho cdng nhan ke ca cac khoan tien thudng
Luong tra cho cac cap quan ly ke ca cae khoan tiinthudng
Chi phi thue dat
Chi ptii thus van phdng. nha xudnq Lihi phi van tai hang hda uac khoan thue
Chi phi chd cac dich vu dl kem tai dia phuong nhu: chi phi sinh hoat. y te. giao due glal tri...
Chi phi khdng chinh thiic
Muc do ho tro cua Sd Ke hoach va Oau tu Muc do no tnj cua Sd Xay dung
60 So 16-Thang 7/2020
KinmiE
YSutff PP3 PP4 PP5 PP6 PP7
CQCC1 CQCC2
mA
Mile dd hfftro cua Sd Cdng Thuong Mire dp hd'trd ciia Sd Tai nguySn va Mdi trudng Mire dd hd'trd ciia coquan thue va tai chinh MLJC do hd'trd ciiacoquananninh MUc dd hd tro cua UBND tinh Lanh dao dia phudng t h i hien tinh nang ddng trong chinh sach thu hiit dau tu Mire dp than thi^n ciia cu dan dja phuong Ngudn: Phteu dieu tra cdc doanh nghiep ddu tu
tai tinh ciia nghien cdu
phid'u du dff lieu phan tich va dam bao dp tin cay hong nghien cffu dffa theo yeu cau cua phan tich nhan td' kham phd EFA va hdi quy da bie'n. Cdc bffdc tien hanh nghidn cffu dffde tnnh bay cu the d phan npi dung nghien cffu.
3. Khai quat tinh hinh thu hut vd'n dau tff vao tinh Ha TTnh
3.1. Thu hdt von ddu tUtrong nUdc Theo bdo cao tong hdp ciia tinh, tff nam 2001 den nam 2019. to'ng sd' dff dn trong nffdc tai Ha Tinh la 1293 dffan vdi tdng so'vd'n dang ky 108.462,352 ty ddng, von giai ngan 20.979,063 ty dong. So' dff dn cd xu hffdng tang qua cac nam trong khi do sd' vd'n dang ky cua cac dff an cd sff bid'n dpng tang gidm [10-11].
Giai doan5 nam gan day (2015-2019) thu hut dff dn trong nffdc tang dang ke so vdi 5 nam trffdc dd (2010-2014). Cu thd', giai doan 2015-2019, thu hiit dffde 915 dff an (bao gom 425 dff an huyen cap chii
trffdng dau tff giai doan tff 2014 dd'n trffdc nam 2018) vdi vd'n dang ky 40.186,233 ty ddng, tang 17.677,818 ty ddng va 78,54% so vdi giai doan 2010-2014; Vd'n giai ngan dat 15.101,81 ty ddng, tang 11.618,392 ty ddng va 333,53% so vdi gian doan 2010-2014.
3.2. Thu hut von dau ttinddc ngodi Giai doan tff 2015 - 2019 tinh thu hiit dffde 37 dff an d^u tff trffc tie'p nffdc ngoai (FDI) vdi so' vd'n dang ky 462.193,498 nghin USD (Xem Bang 3) trong dd nam 20161a nam thu hutdiTdc 8dff dn vdi Iffdng vdn dang ky Idn nhat trong giai doan trdn dat 243.84l,603nghinUSD.
Dong thdi, giai doan nay tren dia ban tinh da cd 7 nffdc vd viing lanh thd dau tff vao Ha Tinh, bao gdm: Dai Loan, Han Qud'c, Brunei, Trung Qud'c, Singarpore, Dffc, My, trong dd cac nhd dau tff Dai Loan ia chii yd'u, vdi 21 dff dn tffdng dffdng vd'n ddng ky 230.485,723 nghin USD. Cac nha d^u tff Singapore, Han Qud'c, Brunei, Trung Quoc cung la nhffng nha dau tff ti^m nang theo sd' vo'n dang ky.
Ngoai ra, cdc dff dn FDI thu hiit dffde trong giai doan 2015-2019 deu tap trung chu ye'u vao huyen Ky Anh, cd 7 dff an phan rai rac d thanh phd' Ha Tinh, huyen C^m Xuyen, huydn Dffc Thp, huyen Hffdng Sdn va thi xa Hdng Linh. Cac dff an FDI dau tff vao linh vffc thffdng mai - dich vu va cdng nghiep - xay dffng la chu ye'u.
4. K§'t qua phan tich md hinh nglildn cffu thffe trang marketing d|a phffdng trong thu hiit d^u tff vao Ha Tmh
Md hinh nghien cffu dffde thid't kd' vdi muc tidu:
Danh gia tdc ddng cua cac nhdm yd'u td marketing ddi vdi sff hdi long ve moi trffdng dau tff ciia DN
Bang 2. Tinh tiinh thu hut cac dif an dau ti/frong nffdc tqi tinh Hd Tinh Glal dowi 2001-2009
So duan
79
Tong von (TydSng) DSngky 45.767,704
Giai nggn 2 393,835
Glal doan 2010-2014 So
duan 299
long von Oy(35ng) Dangky 22.508,416
GISI ngan
Glal doan 201&.2019 So
duan
Twig vwi (TydSng) Qangky 3 483,418 915 j 40,186,233
Giai ngan 15.101,81 So sanh gia cSoan 2016-2019 v&giai (Joan 2011-2015
So duan
463
long von
Dgng ky Thifc hl$n TJiMhg
+ 17.677,818
%
+ 78,54
TydSng 1 % + 11.618,392 1 +333,53 Nguon • Trung lam ho tra phdt trien DN va Xiic tien ddu tutinh Hd Tinh
TAP CHi GONC IHIfdIIG
Bang 3. Tong hdp thu hut c a c d u a n FDI theo giai dogn 2015-2019 v a giai dogn 3 6 Glal doan 2001-2014
So duan
38
Tohgv6h(NglilnUSD) Dangky
13,270 063,602
ThiBhl^
12 397 576,94
Glal doan 2015-2019
So duan
37
Tongvoh (Nghin USD) Dangky TTiitohl^n 462.193,498 19.874,384 Nguon: Trung tam ho tra phdt triin DN vd Xiic tien ddu tif tinh Hd Tinh
dau tff tai dia phffdng. la cd sd khoa hoc de tie'p tuc nghidn cffu cac giai phdp cai thidn mdi trffdng dau tff. Cde bffdc thd'ng ke va xff ly sd lidu dffpc tie'n hanh phan tich nhff sau:
4.3.1. Ddnh gid so bo do tin cay vd gid tri cua thang do
Viec danh gia nay dffde ihffc hidn b^ng phffdng phap he sd tin cay Cronbach alpha va phan tich nhdn tdkhdm pha EFA thdng qua phan mem xff ly SPSS de sang Ipc, loai bo cdc bid'n quan sat khdng ddp ffng tieu chud'n. Qud trinh phan tich Cronbach alpha, tdc gia giff lai cac thang do cd tri so' Cronbach alpha > 0,5 do cd nhffng nhdm bie'n quan trong c^n pbdn tich vd loai cac bien quan sat cd tffdng quan bien tdng <0,3; trong qud trinh EFA. sff dung phffdng phdp trich Priciple Component vdi phdp xoay Varimax; loai bd cac bie'n quan sat cd tri so' Factor loadmg <0,5 hoSc trich vdo cdc nhan to' khdc md chdnh Idcb trong sd Factor loading giffa cdc nhan td'< 0,3. Ket qua kiem dinh thang do cdc tdp bie'n cu the nhff sau:
Thang do san phd'm: gdm 11 bie'n quan sat vdi he sd' Cronbach's Alpha la 0.896. Song bie'n quan sdt SP2 (Ngudn nguydn lieu tai dia phffdng) ed tffdng quan bid'n tdng < 0.3 nen loai bie'n nay. Khi kiem dinh lai thang do da loai bie'n SP2 thi he so' Cronbach's Alpha tang len 0.934. Nhff vay, thang do san pham dd' lai 10 bien quan sat tiep mc phan tich nhan td EFA.
Cdc thang do: Gia ca (8 bie'n quan sat, Cronbach's Alpha = 0.857), Phan phd'i (7 bie'n quan sat. Cronbach's Alpha = 0.968), Quang ba \a truyen thdng (6 bie'n quan sdt. Cronbach's Alpha = 0,9.14), Chinh quyen va cdng chung (2 bien quan .sdt. Cronbach's Alpha = 0.887) deu Idn hdn 0.3 la phO hdp.
4.3.2. Phan lich nhdn to
Cac tdp bien sau khi kiem dinh thang do d tren dffde dffa vdo phan tich nhdn to' kham pha EFA.
Phan tich nhdn to cho tha'y cd mdt .sd' bie'n cd he so'
tdi nhan td (factor loading) va dp hdi tu cd trpng sd chenh lech < 0.3, do dd hi loai ra khdi md hinh, bao gdm cac bid'n: SP9 (Ti^m nang thi trffdng), GC2 (Lffdng tra cho cac cap quan ly ke ca cdc khoan tien thffdng), GC6 (Cac khoan thud"); PP3 (Mffc do hd trd cua Sd Cdng Thffdng). Sau khi da loai cac bie'n nay, phan tich chi sd' KMO = 0.835 vdi Kiem dinh Bartlett, d6c Iffdng Chi - Square mffc y nghTa sig. = 0.000, ehffng to dff lieu phan tich phu hdp de phan tich nhan td, long phffdng sai trich dat 75.741%. Ben canh dd, dffa tren tieu chi Eigenvalues > 1 va tdng phffdng sai trich > 50%
deu dffde dam bao cho tha'y md hinh phan tich nhan to EFA la phu hdp.
Mat khac, thdng qua ky thuat phan tich nhan td va phep xoay varimax, cac bien quan sat dffde phan thanh cde nhdm. Cu the, trong bang ma trdn xoay, cac bien SPl, SP3, SP4, SP5, SP6, SP7, SP8, SPIO, SPl I dffde nhdm lai thanh mdt nhan to; TTI, TT2, TT3, TT4, TT5, TT6 do Iffdng mot nhan to; GCl, GC3, GC4, GC5. GC7, GC8 cung do Iffdng mdt nhan to; PPl, PP2, PP4, PP5, PP6, PP7 cung do Iffdng mot nhan id va CQCCl, CQCC2 do Iffdng mdt nhan to. Cdc nhan td nay dffde kiem dinh lai thang do va he sd Cronbach's Alpha, ke't qua cho tha'y cdc nhan td deu cd dp tin cay thang do dat yeu cau tot (Cronbach's Alpha > 0.8). De hdi quy eac nhdn td nay vdi bid'n phu thudc la sff hai long ve mdi trffdng dau tff trong thu hiit dau tff, cac bie'n do Iffdng nhan td se h'nh trung binh de tao thanh nhan tdva dffa vao phffdng tnnh hdi quy.
Ke't qua hdi quy (Bang 4) cho tha'y md'i quan he cua cdc bie'n vdi^mdi trffdng dau lucd dau phu hdp vd^gia thuye't de ra, trong do cdc bien khac deu cd mdi quan he dffdng chi cd bien gid la co mdi quan he am vdi mdi trffdng dau W. Ket qua cung cho thay khdng ed hien tffdng da cdng myen xay ra d day (tat ca he sd VIFdeu nho hdn 2).
Phffdng tnnh hoi quy chuan hda dffde viet lai nhff sau:
62 So 16-Thang 7/2020
KINH IE
Bang 4. K§'t qua hoi quy
H$soa Mohlnli
1
{Hang so) SANPHAM GIA PHANPHOI TRUYENTHONG
DIAPHUONG
H^sSidlilaidluanhoa B
,651 ,207 -.102 .154 .362 .150
Std. Error .423 .058 .082 054 062 044
H$sdchuahh6a Beta
.219 -.071 .236 .360 .214
t 1.512 3.724 -1.232 2.850 5.927 3.645
Sig.
.014 .000 .000 .005 .000 .000
Ttiorig ke da c$ng tijy^
Ctiapnti^Ui
.987 .962 .981 .943 .917
VIF
1,031 1021 1.017 1.069 1.086 a. Vdi bien piru tiiuQc: MTDT
Nguon: Phan tich dQ lieu tlieo phan mem SPSS cua tdc gid, 2020
MTDT (Y) = 0.219SANPHAM - 0.071GIA + 0.236PHANPHOI+0.360TRUYENTHONG + 0.214DIA PHUONG
Theo dd, td't ca cae ye'u id' ddu tac dpng cd y nghia dd'n mdi trffdng dIu tff tai tinh. Trong cac bie'n tdc ddng thi bid'n truydn thdng cd tdc dpng Idn nha't den mdi trffdng dau tff, tid'p dd'n la phan phd'i, san phdm, chinh quyen cong chiing va gia ca. Nhff vay.
nd'u Ha Tinh mudn tang cffdng mffc dp hai long vdi mdi trffdng dau tff d tinh thi can tang cffdng hdn nffa chat Iffdng truyen thdng, hd trd cua cac cd quan tai tinh. Ngodi ra, tinh cln cai thidn cd sd ha lang dia phffdng trong thu hut dIu Iff, ndng cao cha't Iffdng sdn ph^m dia phffdng, dac bidt la chat Itfdng ngudn lao ddng va nganh cong nghidp phu trd. Dong thdi, cai thien md'i quan he giffa chinh quyen vdi DN cung ed vai trd nhd't dinh trong viec nang cao mffc dd hai Idng cua DN vdi mdi trffdng dau tff d tinh,...
5.Kd'tlu$n
Nhif vay, nhffng phan tich va danh gid cho thay, cd ra't nhieu yd'u tdtac ddng dd'n mdi trffdng dau tff ciia linh Ha Tinh va d cac mffe dp khac nhau. Trong thdi gian qua, Ha TTnh da cd nhffng thanh cdng, diem manh va thuan Idi ve marketing dja phffdng trong thu hiit mdt Iffdng vo'n Idn dau iff trong va ngodi nffdc, cd xu hffdng khd quan qua cdc nam, gdp phan vao cdc muc lieu phdt trie'n kinh id' - xa hdi. Tuy nhidn, ben canh nhffng thanh tffu da dat dffde, tmh vdn cdn dangtdn tainhieuhanche, thach thffe ma ke't qua nghien cffu da ehi ra. Vi the, viec tie'p tuc hoan thidn va xay dffng nhffng nhdm ye'u td dd mot each he thd'ng la van de cd y nghia cap bach ddi vdi dia phu'dng neu mudn tie'p tuc dat dffde nhffng muc lieu cao hdn ve thu hiit dau tff trong thdi gian tdi •
TAI LI?U THAM KHAO:
Tieng Vi^t:
1. VuTri Dung, Pham Thi Huyen (2005), Marketing dia phumg vd viing lanh tho vdi viec thu hiit ddu tu de phdt trien. Bi tdi NCKH cap Bo, Bo Gido due va Dao tao,
2. Vu Tri Dung, Nguyln Dffc Hdi, (2009), "Khuech mrdng hinh anh dia diem dau tif' Ky thuat marketing trong hoat dpng xiic lien d^u tif". Tap chi Kinh te'vd Phdt tnen. 150.
3. Le Mai Hdi, (2014), Chien luac marketing dia phuong tinh Vinh Long den nam 2020 nhdm thu hui ddu tU, De tai NCKH cd'p tinh, d^ tainhdnh, ma sdCS-VL-01.
4. Le Mai Hdi, (2017), Marketing dia phumg trong thu hiit ddu tU true tiep nude ngodi: TrUdng hpp tinh Binh Duong, Ludn dn ti^n si kinh le. Hoc vien Khoa hoc xa hdi - Vien Han lam Khoa hpc xa hdi Viet Nam, Hd Npi.
lAPGHJCONCTHIflfllG
5. Le Mai Hai, Nguyen van Hien, (2015), "Giai phdp marketing dia phi/Ongnham day manh thu hiii -lU nJcho tmh VTnh Long den nam 2020", Tap chi Nghien ciiu Tdi chinh Marketing, UFM, TP. Hd Chi Minh.
6. Nguyin Diic Hai (2013), Marketing Idnh tho nhdm thu hiit ddu tUtrUc tiep nUdc ngodi tren dia bdn h -ih phd Hd Noi, Luan dn Tien si, Vien Nghien cffu Quan 1^ Kinh td'Trung ifdng. Ha Npi.
7. Hd Dffc Hung (chu bign) (2005). Marketing dia phuong cua TP. Ho Chi Minh, NXB Van hoa Sai Gon.
8. Pham Cong Toan (2010), Marketing dia phUOng vdi viec thu hut ddu tUcua tinh Thdi Nguyen, Luan dn Tien sT, DH Kinh te qudc dan, Ha N6i.
9. Trung tam Hd ttd phat ttienDN & XTDT (2019), Tong hap dudn ddu tUtUgiai doan 2001-2019.
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Tieng Anh:
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Ngay nhSn bai: 8/6/2020
Ngay phan bi^n danh gia va svla chi7a: 18/6/2020 Ngay chap nhSn dang bai: 28/6/2020
Thong tin tdc gid:
TS. TRAN THU THUY
Khoa Kinh td'- Quan tri kinh doanh, Trffcfng Dai hoc Ha TTnh
ANALYZING THE RESEARCH MODEL OF LOCAL MARKETING IN ATTRACTING INVESTMENT INTO HA TINH PROVINCE
• Ph.D TRAN THU THUY
Faculty of Economics - Business Administration, Ha Tinh University
ABSTRACT:
Researching local marketing in local investment attraction activities is to study the activities of local governments in developing theff mariceting strategies to lure both domestic and foreign investors. This paper summarizes the multivariate quantitative regression model analyses of local marketing factors which affect the provincial investment environment at different levels according to the evaluation of investors This paper is expected to become a scientific basis to find out solutions for improving the investment environment
Keywords: Marketing, local marketing, invesuneni capital, Ha Tinh Province.
64 So 16-Thang 7/2020
