KINH IE
PHAN TICH HIEN TRANG VA THIET LAP MUC TIEU MARKETING DIA PHlfCfNG NHAM
THU HUT FDI VAO TINH QUANG NAM GIAI DOAN 2020 - 2025
• N G U Y I N NGQC THUYEN - LE DL/C TOAN
T 6 M TAT:
Markedng dia phifdng xua't hien vao nhiTng nam 1980 eua the ky tnrdc d chau Au va da difdc mOt sd'dia phifdng tai Viet Nam dp dung trong nhifng nam gan day. Qud tnnh marketing dia phifdng gom nhieu bi/dc nhd phan tich hien trang, thie't lap muc tieu, \ay di/ng chu'dng trinh, thdc hi^n hoat dgng marketing... Bai viet tap trung phan tieh hien trang va thie't lap mue lieu marketing nhdm thu hiit vd'n dau tif trifc tie'p nu'dc ngoai (FDI) vao phat trien kinh te - xa hoi tinh Qudng Nam giai doan 2020 - 2025 vd de xua't mot so' giai phap.
Tfif khda: Marketing dia phifdng, phan tich hien trang, thie't lap mue tieu
l.Gimthi^u
Theo Kotler vd cdng sif (1993): "Markeling dia phifdng la thie't ke mgt ndi de dap ifng nhu cau cua Ihj tru'dng muc lieu. Marketing dia phu'dng diTdc xem la thanh cdng khi edng dan va cac doanh nghiep hai ldng vdi cpng dong cua ho va cac ky vgng Clia du khdeh va nhd dau iif difdc ddp dng".
Ly thuye't ve Eiiarketing dia phifdng da difdc nhieu qudc gia thifc hien va trong nhu'ng nam gan day. da cd nhieu dia phu'dng quan tam, sifdung marketing dia phu'dng nhiim thu hut FDl vdo phdt trien kinh le - xd hgi.
Cd nhieu md hlnh ly thuyel lieu bieu \'^
marketing dja phu'dng nhd sau:
Md hlnh eiia Kotler & cdng sif (1993): Xua't phdt lif cdeh tiep can ciia marketing ddi vdi hang hda, djchvu. Kotler& cgng sif (1993) da xayddng qu\' Irinh marketing dia phu'dng gom 5 bddc nhd
••au: (I)danh gid dia phu'dng. (2) tam nhin va muc lieu. (3) \ay difng ehien Iddc: (4) ke hoaeh hanh ddng vh (5) thifc hien va kiem soal.
Mo hlnh cac nhan td thu hut FDI cua Lall (1997): Lall (1997) phdt trien md hinh eac nhan lo'de thu hut FDl bao gdm 3 nhdm nhan to': Dieu kien kinh te' cua qud'e gia sd tai; Khung ehinh saeh cua quo'c gia sd tai: Chie'n lifde ciia eae cong ly da qude gia.
Md hinh marketing dia phu'dng de thu hiit FDI Clia Metaxas (2010): Metaxas (2010) eho rdng sif ha'p dan ciia mgt qude gia hay dia phu'dng do'i vdi nguon vd'n FDI phu thupe vao 3 nhdm nhan to' la moi tru'dng. phia eung \a phia cau. Tif do. Metaxas (2010) phat trien 3 nhdm gia thuyet tifdng dng de
\ay difng md hinh marketing dia phu'dng thu hiit FDI bao gdm: Gia (huyet ehung - bd'i eanh thi trddng toan eau: Gia thuyel ve phia cung - dia phu'dng (qudc gia. vung. thanh phd') va Gia thuyel
\ e phia eau - ngudn vo'n FDL
6 Viet Nam. eung da cd cac nghien cu'u ve marketing dia phu'dng eiia cac tde gia nhd Pham Cong Todn (2010), Nguyin Du'c Hai (2013)...
Cae Iy thuye't ve markeling dia phifdng cd diem
So 8 - T h a n g 4/2020 69
TAP c i i CONS TlKdNG
ehung nhat la nhan manh cic bifdc phdn tieh hien irang. xic dinh muc lieu markedng. \a\ difng chie'n lifde marketing, ihifc hien hoat dgng marketing va kiem ira. ddnh giii. Bai \iei tap trung nghien cdu 2 giai doan cua qud trinh markeling dia phu'dng nhdm thu hiil FDI vao tinh Quang Nam thdi ky 2015 - 2l)lS. dd la giai doan phan lich hien trang vd xac dinh mue lieu markenng.
2. Thi^c trang \i('c phSn tich hi^n trang va thie't l^p muc tieu Marketing dia phifdng thtfi ky 2015-2018
Tinh de'n thang 12/2018. iinh Quang Nam dd thu hiil ddde dif dn FDl lif hdn 20 qud'e gia va viing ldnh tho. mgl so'dif an dUde dau tubdi lien doanh giiJa cdc doanh nghiep nu'dc ngodi hoae giifa doanh nghiep VICM Nam \a doanh nghiep nifdc ngoai.
Trong dd. nhieu qud'e gia cd nhieu dif an dau id vao tinh Quang Nam nhu' Han Qudc. Dai Loan (Trung Quoc), Nhat Ban. Anh Qude v.v...
Chifdng irinh markeling dia phifdng difdc phan
anh trong eac chifdng trinh viie tien -iau tif hang nam \di kinh phi va danh muc thu luii dau tifeu the. Ve thifc hien chu'dng irinh marketing dia phu'dng, ddn vi lam dau md'i chu >eu eho hoai ddng xuc lien dau tif hien na> la Trung tam Hanh chinh cong va Xue lien dau id (TTHC Cdng &
XTDT) va eiing la ddn vi chiu trach nhiem ki^m tra, danh gid, va bao cao hdng ndm cho Ianh dao UBND tinh.
2.1. Ve phan tich hifn trgng
Cac dif an FDl da gdp phan giai quye't tinh trang thieu vd'n dau tu" (ttf 15 - 207r tong vd'n dau tu" thifc hien), taora \iec lam mdi, tang gia tnhdng hda xua't kha'u \ii cd nhifng ddng gdp cho ngdn sach dia phu'dng. Tuy nhien, hoat dgng thu hiit FDI tren dia ban tinh thdi ky 2015 - 2018 van cdn m$t sd'han che', nhif:
- Vd'n dau tu'tri/c tie'p nifdc ngoai thifc hien mdi chi chiem khoang 17.27^7^ t^ng vd'n dau tif thifc hien tren dia ban tinh (Bang I).
Bang 1. Dong gop cua thdnh phan FDI vdo sU phdt trien thdi ky 2 0 1 0 - 2 0 1 8 I ChltiSu ' ^'"
I /. long vdn dSu tu thtfc hl$n (td$u dong • g'la ' hl$nhanh)
I a. Phin theo nguon v6n (trieu dong) , - Von khu vyc nha nuoe
- V6n khu vyc ngoai nha nuoe - Vdn khu vyc diu lu lojc tiep nuoe ngoai b. Phan theo khoan muc dau tu (tneu dong) - Vdn d3u lu XDCB
- Vdn mua s^m TSCO (khdng qua XDCB) - Von dau tu nang cap TSCD - Vdn 6$u tu bd" sung vd'n lyu dong
• - Vd'n dau ty khac
kinh te - xd hpi Q u d n g N a m
2010
11.477.739
7.957.529 2.250 210 1.270.000
9-645 643 365.384
2015
20.789.016
11.834.318 7.652.164 1.302.534
16,375.845 2 090.325
2016
22.460.181
10 023.041 7 848.288 4.588.852
16.671.188 4.683.838
2017
24.055.527
9 359.390 9.493.800 5.202 337
17.981.068 4.887.662
2018
^8.163.586
8.215.000 14.645.973 5.402.593
17.460.412 8.936.298 180.533 ' 1320 693
4 933 ' 961 052 1.281.246 , 41.101 ll. Tongsoiaotl^dcacDNIhu^cac
thanh phan ldnh te(ngudij. bvng do: 85.070 114.800 - Doanh nghidp nha nudc
- Doanh nghidp ngoai nha na6c
• Doanh nghidp co vfin dau tu nudc ngoai
70 So 8 •'Thang 4/2020
10.910 10,350 68.100 73.660 16.060 ' 3l).790
604.374 683 997 i 1,032.317 471.359 462 316 619.700
29.422 40 484 114,859^
124.360
9 720 80 970 33.670
147.620
10.160 99.550 37 91C
150.950
8.270 99.190 43.610
KINH IE
Chltjeu
///. GDP theo CO cSiu nganh (%). trong do:
' N6ng l^m va thiJy san - Cdng nghidp va xay dung - Dich VM
- Thue san pham trtj tro cap san pham N. GDP Iheo Ihanh phan Unh te(%), bong do:
• Kinh t^ nha nt/cfc - Kinh tg ngoai nh^ nudc - Khu VUC cd vSn dSu tu nudc ngoai
2010 100 17,41 33,57 37,47 11,65 100
20,81 62,44 5,20
2015 100 14,66 36,28 31,40 17.88
100
17,27 60,06 5,00
2016 100 12,38 36,59 32,51 18,52
100 17,58 59,75 4,15
2017 100 11,63 35,80 33,68 18,88
100
17,33 59,30 4,48
2018 100 12.02 36,78 31,90 19,30
roo
17,08 59,10 4,52 Ngudn: Nien giam ihong ke tinh Quang Nam
• Binh quan ty le % vd'n thu'c hien tren vdn dang ky giai doan 2010 - 2018 la 9,86%, day la mife do rd't han ehe (Bdng 2).
- Ddng gdp Clia khu vtfc cd vd'n dau tu' nifdc ngodichidal tif 4-5,2%GDPcuadia phu'dng.
- Quy md cde dd dn edn nhd, binh quan 33,50 tri?u/dif dn. Chifa thu hut difde eae tap dodn quo'c l€ cd cdng nghS cao vao dau tif tren dia ban. Mat khde. mdi chu yd'u thu hut dddc cdc dif an d ITnh VLfc khdch san, gia cong lap rap, vi vay khong ed nhi^u cd hdi tie'p nhan du'de edc edng nghe san xua't tien tie'n va nang eao gia tri gia tang eiia san pham (Bang 3).
- Lao ddng lam viec trong cae DN cd von dau tif nddc ngoai chi chiem 27,12% so vdi long so'lao dgng lam viec d edc DN.
2.2. Ve thiSt lgp muc tieu marketing Cac sd. ban. nganh da tham mifu UBND linh xay difng eac muc lieu marketing dia phifdng trong thu hut FDI vao phat trien kinhte- xa hgi tinh giai doan 2020-2025 nhir sau:
- Xae dmh iTnh vi/e u\i tien thu htit d^u tif, dd Id "cdng nghiep ho trd: cong nghiep che bie'n ndng lam thuy san, vat lieu xay difng; ITnh vdc ndng nghiep ky thuat cao nhif trong va che'bie'n hoa qua, cay ndng nghiep; ehan nuoi va che bien ede sdn
Nim 2010 2011 2012 2013 2014 2015 2016 2017 2018
Bang 2. Ty le % vdn FDI thac hien so vdi vdn d a n g ky Sddi^an
dUdc cap phep 11 9 7 7 10 16 16 19 28
Von dang ky CTriSu USD) 4.211,82
42,30 9,55 41,80 78,06 212,09 121.86 93,63 320,30
Von thijc hi§n (Tri^u USD) 343,05
34.30 5,42 8,91 16,34 31,94 10,85 12,57 42,82
Ty 1? % Vein thiJc hi^n so vdi Von dang ky
8,14 81,08 56,75 21,31 20,93 15,05 8,90
13,42 1 13,36 ] Nguon: Nien gidm thdng ke tinh Qucing Nam
So 8 - T h o n g 4/2020 71
TAP t i l CdllG TimillG
Bang 3. Cac da an FDI theo Unh VLTC con hieu IL/C tqi Qudng Nam tinh den ngdy 31/12/2018
Linh vifc dau tu
1 Nong nghiep. lam nghiep va thiiy san 2. Cdng nghiep che bien, che tao
! Sodirancdnhi^lMc dugc cSp phep
2 114 3. Xay dung , ^ 4. Ban budn. ban le i 1
5. D|Ch vu iuu tm va 5n uong 52
6. Hoat ddng tai chinh. ngan hang 1 7 Hoat ddng chuyen mdn. Ithoa hoc - cdng nghS 1 8. Giao due & dao tao
TongcCng
i 3 175
Von ddng ky (Tri^u USD) 43,59 1.258,63
25 6 4,507,76
15 2,20 4,78 5862,96 Nguchi: Nien gidm ilumg ke tinh Qudng Nam
pham iCf gia sue, gia cdm; Unh vifcdau tir xay dyng
\ a kinh doanh kel ca'u ha iang cae khu edng nghiep (KCN), cum cdng nghiep iCCN). Ddc biel la cdc KCN. CCN danh eho cdc ddi tac Han Qudc. Nhai Ban. ha iang sdn hay, cang bien. ha tang giao thdng do thi \ a mgi so ITnh vUe dieh \ u ".
- Cac qudc gia trgng tam de thu hut FDl la Han Qud'e. Nhat Ban. Hoa Ky. Singapore.
- Xay difng danh muc eac dd dn keu ggi dau iif giai doan 2015-2019:
+ Ban hanh Danh muc keu goi dau tif gom 45 dif an d 6 Unh vdc. Trong do edc ITnh vUc lien quan den KCN. CCN Id 16 dU an. ITnh vu'c thddng mai - dich vu la 18 dir dn. Unh viic ndng nghiep la 7 dif an.
+ Ban hanh Danh muccacdi/dn Uu lien thu hiil dau lif giai doan 2017 - 2020. trong do tap trung
\ao 10 nhdm dgng life du'cfc xac dinh gdn hen vdi the inanh cua linh \ c iai ngu\en ihien nhien (ca\
difiic lieu, tai nguyen rifngl: lai ngu\en van hda - lich Mf (Phd'eo HOI An. Di tich MC Sdn cede nganh dang phdt trien (cong nghiep 6 td. edng nghiep del may. edng nghiep phu trd).
3. Cac giai phap Iao lap moi trtfdng thuin ldi dC' thu hut FDI giai doan 2020 - 2025
Dc muc lieu lUng tnrdng GRDP hang nam dat 12.7';r irong giai doan 2021 - 2025. tinh Quang Nam can ngudn \dn dau tif khoang 160.000 i\
done. Trong dd. vdn ngan sach chi cd the dam bao
khoan 30% long vo'n dau tU. phan cdn lai phai thu hut ttf cdc nha d^u tir trong va ngoai nifdc. VI vay, Quang Nam can thifc hien ede giai phdp v^
marketing dia phu'dng de cai thien moi tnfdng dau lu, tao dieu kien thuan ldi kinh doanh cho nha dau tu. can nhieu giai phap dong bp de thu hut nhieu dif dn FDl dap dng dUde mue tieu marketing trong giai doan 2020 - 2025.
3.1. Phdn tich hien trgng marketing dtft phUdng, dinh v/ sdn phdm dia phUdng
Can phdn tich, ddnh gia hien trang marketing dia phifdng cd he thd'ng, khoa hge va dinh vj sdn pham dia phUdng dddc mot each rd rang de khdng dinhsifkhacbiel. ldi thecanh tranh eua tinh trong thu htit dau tU;.Vi vay can tie'p tuc nghien cu'u, dinh vi san pham dja phUdng vdi cdc bUde cu the sau:
Bddc 1 - Nghien edu hien trang: Ra .sodl vd danh gia cde diem manh, diem yd'u cua tinh trong mo'i lu'dng quan vdi eae tinh, thanh pho'trong vijng va ca nude.
Budc 2 - Nghien eifu xu hudng dau tu"; Nghian CU'U ve xu hudng dau tu tren the gidi. xu hifdng chuyg'n dieh von dau tU cua cac tap doan da qu^c gia, doanh nghiep d chau A, trong khu vifc Ddng Nam A va moi trudng the ehe thu hut dau lU lai Viet Nam. tif dd xae dinh cd hoi, thdch thdc trong hoat dgng thu hut FDI cua tinh trong thdi gian tdi.
Budc 3 - Xdc dinh vi the san phani dia phifdng:
Kel qud eiia qua irinh dinh \i na\ ' "in trd idi dlfdC
72 So 8-Thang4/2020
KINH TE
cdu hdi: Tinh Quang Nam nd'i bat, khac biet vdi ddc diem gi trong nhan thde ciia nha dau lU?
Budc 4 - Pho bien thdng lin: Lien he vdi cac linh. thiinh pho'tai mien Trung de thiet lap ban do dau tU chung cho ca vung, pho bie'n thdng tin ve dinh \i san pham dia phUdng eho ede ca'p chinh quyen, cdc nha d^u tif.
Trong giai doan 2017 - 2020, UBND tinh keu ggi 262 du dn dau tU d nhieu ITnh vifc, nhieu khu VLfc kinh ic' khac nhau, nhung chifa the hien dUdc dif dn ddc thii can thu hut FDl. Bdi vay, edng tac dinh VI eae san pham dau tu can phai ehii dpng lam rd va iao ra cdhgi dau tif de nha dau tif lifa chpn:
- Can rd sodt lai va thu hep Iai thdnh 1 danh mue du dn keu ggi d^u lU chi ddnh rieng eho nha dau tUnUde ngoai.
- Bo' sung thdng tin ehi lie'l, cu the do'i vdi tifng du dn trong danh mue dif dn dau tU danh cho nha dau tif mfdc ngoai. De cdc thdng tin dUdc cung ea'p day du. TTHC Cdng & XTDT cd the phdng vd'n mgl so' nhd diiu ttf nu'dc ngodi dang cd dif an hoae dang tim hieu edhgi dau tU tai Qudng Nam de ndm bill nhu cau ve thong tin cua nhd dau tu.
- Pho bicn, quang ba danh muc dU an dau lU danh rieng cho nha dau lU nifdc ngodi len website Clia TTHC Cdng & XTDT va eae an pham quang ha phu hdp vdi ttfng dd'i tifdng nha dau tu tiem ndng.
3.2. Cdi cdch thii tgc hanh chinh ve ddu tii Tiep tue thife hien nghiem liic cdc quy dinh cdi caeh thu tue hanh ehinh ve dau tU. Dac biet la Qu>ci djnh so 3766/QD-UBND ngay 04/12/2013 eua UBND tinh Quang Nam ve thuc hien cd ehe
"mdt cu'a hen thong" trong vice giai quye't thii luc dau tUtren dia ban tinh Quang Nam (trif cdc dif an dau tUvao Khu kinh te'md Chu Lai, cdc KCN vd Khu dd lhi mdi Dien Nam - Dien Ngoe). Theo Quyet djnh neu tren, loan bd thdi gian ldi da de thUe hien thii tuc thdng bao thda thuan. gidi thieu dia diem, lap thii tuc dang ky thanh lap doanh nghidp va cap Gia'y chu'ng nhiin dau tUdUde giai quyet Irong 29 ngay lam \iec neudifdn thugc danh muc ddng ky dau tU.
3.3. Quy hogch ddt dai, tgo quy dd't sgch cho nhd ddu tti
Trong nhu'ng nam qua. cdng tde quy hoaeh. giiii phdng mat bang va dau tucdsd ha tang nham thu hiit c:\c dtf an FDI da difde UBND tinh thUe hien kha manh me. quye't liet. UBND tinh da dau tU 10
KCN chu dao vdi td'ng dien tich mat bdng 2.690 ha. va i\ le la'p da\ cde KCN vao khoang 60% dien tich. Tuy nhien. nhieu nhd ddu iif nUdc ngoai \a trong nude ihudng cd nhu ciu quy dd'i mdi. Vi va\.
viee thife hien thu tuc thdng bdo thda thuan, gidi thieu dia diem, thu tuc dang ky thanh lap doanh nghiep Iam ehu dau lUdif an va tham tra ca'p Gia'y ehdng nhan dau lUcdn phai dUde thifc hien dung thdi gian quy dinh.
Vudng mdc. keo dai thdi gian thifc hien dif an do tif khdu giai tda. den bii de ban giao mat bang cho nha dau tU. Ban Quan IV dif an vd chinh quyen ede dia phUdng can lam tot cong tac tuyen truyen. gia ea den bii hdp ly va bd'tri ndi tdi djnh cUcac hp giai tda phu hdp de ngUdi dan yen tam va hdp tde trong viec thuc hien cac chii tru'dng di ddi Clia Nha nUde.
3.4. Cdc chinh sdch, lai dai ddi vdi cdc dti dn ddu tu trgng diem, co y nghia quan trgng trong viec phdt trien kinh te- xd hgi dia phiitfng
UBND tinh Quang Nam da thifc hien cdc ehinh sach Uu dai tien thue da't; tien sd dung da't dUdc mien, giam, lien thue'thu nhap doanh nghiep; Uu dai tin dung dau tU va tin dung xud'l kha'u; ho trd dm kiem va md rpng lhi irUdng theo diing cac quy dinh Clia Chinh phii.
Rieng edc dif dn dau lU vdo Khu kinh te md Chu Lai difdc ifu dai theo Quye't dmh 24/2010/QD-TTg ngay 03/3/2010 eua Thu Ufdng Chinh phii ve ban hanh Quy che' hoat dong ciia Khu kinh te md Chu Lai. tinh Quang Nam vd Quyet dinh 08/2014/QD-UBND ngay 21/4/2014 cua UBND tinh Quang Nam.
Tuy nhien. den nay van chUa ed eae quy dmh eu the ve Uu dai dau tudd'i vdi cdc dif an quy md dau tu tif 500 trieu USD trd len va cd vai trd quan trong dd'i vdi phat trien ngdnh, ITnh vUe vd ed vai tro dgng life trong phdt trien kinh te dia phUdng. VI
\av. can xay difng va de xua't cdc chinh sach Uu dai de ed the thu hut cac dif an FDl cd tam quan trpng nay.
3.5. Dau tli hg tdng giao thong, dien, nddc va xiily chdt thdi
M5i nam ehinh quyen tinh danh khoan kinh phi khoang 400 i\ dong de dau tU nang ci'i'p. cai thien he thd'ng 130 km dUdng ea'p tinh. Hien nay he tho'ng dudng bp tren dia ban dnh ed ban da hoan chinh vdi hdn 7.000km va phan bo deu theo true Ba'e - Nam vd Dong - Tay. UBND ti'nh Quang Nam
So 8 - T h a n g 4/2020 73
TAP Cll c o n e TIHOIIE
d.T uip tmng huy ddng cac nguon life eua dia phUdng va >-ii hd ird ttf trung Udng de dau tu \a>
difng. cai thien he thdng giao thong tren todn tinh
\a tao ra cac lien ieh eho eae nha dau tif. Rieng trong ndm 2017, LEND tinh Quang Nam dd dau tu hdn 550 i> ddng tir ngudn vo'n ODA cua Ngan hdng Phdt trien chau .\ ( ADBi \a ngan saeh dia phifdng de \ay difng ke't nd'i dddng \anh dai ven bien \di dUdng cao td'c Da Ndng - Quang Ngai va quo'c Ig 40B.
Nhd \ a \ . ha tang giao thong dUdng bg di eat:
tinh \ii ndi lien vdi Cang Chu Lai. Cang Da Niing vd Cing Quy Nhdn da ddde nang cap. cd ban ddp dng nhu cau van chuyen nguyen vdt lieu, may mdc nhap kha'u vd xuai khau hang hda ciia nha dau tu nUdc ngodi. Tuy nhien. hien trang cd sd ha tang tai dia phUdng vdn chUa dap dng difdc ky vpng cua nha dau lU. dac bicM la cdc nhd dau lUdang cd dU dn lai cac KKT. KCN tren dia ban tinh. UBND iinh cin thUc hicn mgl MV giai phdp nhU:
- Uu lien nguon vdn ngan sdeh dau tif de hoan ihanh ddi diem cd sd ha iang. bao gom ca ha tang ky thuat vd ha tang \a hpi cho KCN van dang d
dnh trang ditu lUdangdd tren cd M' i-i --'^'al \a edl giam ede khoan chi tieu cdng khdng ihUc .sU c^n thie'l. Ddng thdi. ean tdng cifdng cdng i.ie thanh tra.
gidm sat hoat dgng sddung nguon \d'n ngan sdch chat che de dam bao to'i da hda hieu qua su'dung vd'n ngan sdch cho hoat dpng nay.
- Tranh thti ngudn vd'n ODA de bd' tri cho phdt trien ed sd ha tang \a tim kie'm cae dd'i tac tiem nang de thifc hien hdp tac edng tUde tiep tuc dau tu cd sd ha tang giao thdng tren dia ban tinh.
- Chli dpng hd trd ede ehu dau tUedsd ha tang d edc KCN gap khd khan ve tai chinh tim ki^'m, keu ggi cdc do'i tae tiem ndng d^ ehuyen nhu'dng lai du an va tao dieu kien cdc thG tuc ve hdnh chinh de viee chuyen dien ra nhanh chdng, diing phap lual. Tif dd. hd trd chat che cho chu dau itf mdi tie'p tuc hodn thien ed sd ha tang ddng bg.
- Tich eifc giao lifu, hge hdi kinh nghigm huy dong vd'n vd dau tUcd sd ha tang ttf cae tinh, thdnh pho da thanh edng de ap dung phu hdp vdi tinh hinh thifc te'cua dia phifdng neu cdc ha t^ng ndyc6 chat lUdng td't vd ddng bg, ngUdc lai, chi phi ciia doanh nghiep se Id rat ldn •
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S c ' u ' a ™ , . ' " " " ' " •"'""•'""'' ""•'•''"' '""""""" " " " " " " " " " ' " ' • " " ' " " ' ' " ' ' " " " 'Vol. 3 1 , : Commonwealth 111 .Slolaxas. T ,2010). P;,„r ,,,„^^«,,,^^ , , ( „ „ t W , „ , ,,,„,f„„,,-,,,rf;,,,, , „ , „ , , , , „ , ^ , ,^^^^
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74 So 6-Thang4/2020
KINH IE
Ne^) nhiin bai: 26/3/2020
Ngay phan bi^n danb gia va sii'a chifa: 6/4/2020 Ngay cha'p nh^n dSng bai: 16/4/2020
ThOng tin Idc gia:
1. NCS N C U Y I N NGQC THUYEN S(]rK6'boach va D^u ttftinh Quang Nam 2. PGS.TS. LfeDlJC TOAN TnfoTng Dai h(ic Duy T9n
ANALYZING THE STATUS QUO AND SETTING PLACE MARKETING GOALS TO ATTRACT FDI INTO QUANG NAM PROVINCE
IN THE PERIOD OF 2020 - 2025
• Ph.D student NGUYEN NGOC THUYEN
Department of Planning and Investment of Quang Nam Province
• Assoc. Prof. Ph.D LE DUC TOAN Vice Provost, Duy Tan LIniverity
ABSTRACT:
Place marlceting appeared in rhe 1980s in Europe and it has been applied by some localities in Vietnam in recent years. The place marketing process consists of many steps such as analyzing the status quo, setting goals, developing programs, implemendng marketing activities, etc. This article focuses on analyzing the stams quo and setting marketing goals to atffact foreign direct investment (FDI) in socio-economic development of Quang Nam Province in the period of 2020 - 2025 and proposes some solutions to improve the efficiency of the provincial place marketing activities.
Keywords: Place marketing, situation analysis, goal setting.
So 8 - T h d n g 4/2020 75