TAP CHJ CONG THI/dNG
MARKETING DIA PHlTONG NHAM THI H^T VON DAU Tir TRU^C TIEP Nl/O^C GOAl
VAO PHAT TRIEN KINH TE - XA HOI TiNH QUANG NAM
• N G U Y I N NGOC THUYEN - LE DOC TOAN
TOM TAT:
Mo hinh marketing dia phuong thu hut v6n diu tu true tiap nuac ngoai (FDI) *^'^f^^^'^'^^
tiap can theo 2 hurnig, do la tigp can v6 phia cung - dia phuong (quoc gia, vung, thann piio> v gia thuyat vg phia ciu - ngu6n v6n FDI. Mo hinh nay da va dang duac ap dung tai mpt so dia phucmg a Viet Nam thai gian qua. , • it- h "
Bai viat nghien cuu cac mo hinh ly thuyat vk marketing dia phuong va xem xet, danh gia thirc trang hoat dpng marketing cua tinh Quang Nam dual goc dp tiep can ve phia cung. 1 u do, nau ra mpt s6 t6n tai va da xu4t cac giai phap nh5m nang cao chat lugng hoat dpng marketing dia phucmg trong thu hut FDI cua tinh. . .
Tir khoa: Marketing dia phucmg, dinh vj san phira, khach hang muc tiau, von dau tu true tiep nuac ngoai.
I. Dat van de
Marketing dia phucmg (Place marketing) xuat hien lan dau vao nhirng nam 1980 a Ha Lan va sau do dupe su dung rpng rai d nhieu quoc gia tai chau Au. Theo Kotler va cpng sir (1993): "Marketing dia phuong la thiet ke mpt nai de dap img nhu cau ciia thj truang muc tieu. Marketing dm phuang duac xem la thanh cong khi cong dan ciing nhu cac doanh nghiep hai long voi cpng dong ciia hp va cac ky vpng ciia du khach va nha dau tu dugc dap ung". Tai Viet Nam, da c6 nhiau dia phuang quan tam, su dung marketing dia phuang nham thu hiit von FDI de phat trien kmh te - xa hpi.
Tinh dan thang 12/2019, tinh Quang Nam da thu hiit duac du an 100% von FDI tu han 20 qu6c gia
\a \ ung lanh tho, ciing vai do la mpt so du an dugc dau tu boi lien doanh giua cac doanh nghiep nuoc ngoai hoSc giira doanh nghiep Viet Nam va doanh nghiep nuoc ngoai. Trong do. cac qu6c gia co nhiau
du an dau tu vao tinh Quang Nam nhu: Han Quoc, Dai Loan, Nhat Ban, Anh Qu6c... Cac du an FDI da tao ra viec lam mai, tang gia tri hang hoa xuat khau va CO nhung dong gop cho ngan sach dia phuang.
[I. Ly thuyet nghien cihi
Co nhieu mo hinh nghien ciru ve marketing dia phuang trong thu hiit FDI, trong do de cap cac nhom nhan to tac dpng, tiau bieu nhu:
/. Mo hinh cua Kotler & cong su (1993) Xuat phat tii each tiep can ciia marketing doi vai hang hoa, dich vu, Kotler & cpng su (1993) xay dung quy trinh marketing dja phuang gom 5 birctc nhu sau: (1) danh gia dia phuong, (2) tkn nhin v^
muc tieu, (3) xay dung chiSn luge; (4) ka hoach hanh dpng va (5) thuc hien va kiam soat.
2. Mo hinh cdc nhdn td thu hut FDI cua tail (1997)
Lall (1997) phat tri^n mo hinh cac nhan t6de thu
KINH IE
sa ao 1: M6 hinh marketing dja phuang cua Kotler & cong sit (1993)
Danh gia dia phucmg - ^
Tam nhin va muc tieu
^
Xay dung ehiln luge
^
Ke hoach hanh dong
^
Thuc hien va kilm soat
hilt FDI bao gom 3 nhom nhan to: Diau kien kinh te cua quoc gia so tai; Khung chinh sach cua qu6c gia sa tai; Chian luge cua cac cong ty da qu6c gia.
- Dieu kien kinh ta: Thi truong; Ngu6n luc; Canh tranh,
- Chinh sach cua quoc gia sa tai: Chinh sach vT mo; Chinh sach FDI; Chinh sach thuang mai va cong nghiep; Khu vuc tu nhan.
- Chien luge ciia cac cong ty da quoc gia: Nhan thuc nii ro; Vi tri, nguon cung ung, chuyan giao lien k§t,
3. Mo hinh marketing dia phwong de thu hut FDI ciia Metaxas (2010)
Metaxas (2010) cho rang, su hap din ciia mpt quoc gia hay dia phuong doi voi nguon von FDI phu thupc vao 3 nhom nhan to la: moi trucmg, phia cung va phia cau. Tu do, Metaxas (2010) phat tnen 3 nhom gia thuyet tuang ung da xay dung mo hinh marketing dja phuong thu hut FDI bao gom: gia thuyet chung - boi canh thi truang toan cau; gia thuyet ve phia cung - dia phuong (quoc gia, viing, thanh pho) va gia thuyet ve phia cau - nguon von FDI. Metaxas (2010) phat biau rang:
- Marketing dia phuang dugc xem la thanh cong khi no khong chi dap ung cac muc tieu phat trien ciia dja phuang ma con dap ung nhu cau ciia cac nha dau tir nuac ngoai. Trong do, quang ba thuang hieu dia
phuong dong vai tro quan trgng trong viec lien kat cac gia tri cua dia phuong va hanh vi cua nha ddu tu FDI.
- Can phan tich thuc trang dia phuong (nhu cSu, dac diem va gia tn dac trung cua dia phuang) da xac dinh loai FDI, quy mo FDI c4n thu hiit.
- Qua trinh quan tri thuang hieu dia phuang dk tao ra hinh anh dja phuong nhu la "hang hoa cuoi cimg", the hien dac diem rieng biet cua dja phucmg (cac yau to kinh te truygn thdng, dia ly, cong nghe, yeu to dinh tinh, co so ha tang do thi, viec lam va uu dai dau tu,...).
Ngoai ra, con co cac nghien cuu v§ marketing dia phuang ciia cac tac gia trong nuoc nhu: Pham Cong Toan (2010), Nguyin Diic Hai (2013), TrSn Thi Kim Oanh(2016).
Cac rao hinh markeing dia phuong ciia Ashworth and Voogd (1990), Fretter (1993) va Kotler & cpng su (1993) deu chii yeu nap can tir phia ben cung - each thirc thyc hien hoat dpng marketing. Khi marketing dia phuong dugc ling dung cu tha cho hoat dpng thu hiit dau tu, khia canh cau - nha d^u tu dugc chii y nhiau hon (Lall, 1997; Metaxas, 2010). Viec xem xet ca hai phia cung va cau giup cho nha nghian ciiu va nguai thyc hien hoat dpng marketing nhan thirc dky dii hon va sy tuong tac giira hoat dpng marketing va khach hang muc tieu. Cac mo hinh marketing dja phuang, nghien cihi thuc nghiera va thyc tiln dau cho thay, chinh quyen dia phuong vin la chu tha chii yeu va nhieu luc la duy nhSl thyc hien marketing dia phuang. Trong pham vi bai viet nay, tac gia cung chi nghian ciiu cac hoat dpng marketing dia phuang do chinh quyen dia phuang thyc hien, tiep can tir phia nguon cung.
i n . Thirc trang hoat dong marketing dia phu-tfng trong thu hiit FDI tren dia ban tiinh Quang Nam thoi ky 2015 - 2020
/. Ve thiet lap muc tieu marketing
Tinh Quang Nam da xac dinh dugc d6i tugng khach hang muc tieu theo ITnh vuc dau tu, do la "cong nghiep ho trg; cong nghiep che bian nong lam thiiy san, vat lieu xay dyng; linh vyc nong nghiep ky thuat cao nhu trong va cha bian hoa qua, cay nong nghiep;
chSn nuoi va che bien cac san pham tir gia siic, gia cam; ITnh vuc dau tu xay dyng va kinh doanh kat cau ha tang cac Khu cong nghiep (KCN), Cum cong nghiep (CCN), dac biet la cac KCN, CCN danh cho cac doi tac Han Quoc, Nhat Ban, ha tling san bay.
cang bien. ha tang giao thong do thi va mot s6 ITnh
TAP CHi CONG THlftfNG
vyc dich vu", va cac qu6c gia trpng tam dk thu hut dau tu la Han Qu6c, Nhat Ban, Hoa Ky, Singapore.
Chuang trinh marketing dja phuang dugc phan anh trong cac chuong trinh xuc ti^n dSu ur hSng nam voi kinh phi va danh muc thu hut diu tu cu tha. Vk thuc hien chuong trinh, dan vj lam diu moi chii ySu cho hoat dgng xiic tien diu tu hien nay la Trung tam Hanh chinh cong va Xiic tien diu tu (TT HC Cong
& XTDT), va kiam tra, danh gia, hing nam TT HC Cong & XTDT co bao cao vk chuang trinh nhung npi dung chu yau la t6ng kat kat qua thu hiit dau tu cua tinh trong nam, chi ra mgt s6 bat cap va huang khac phuc cho nam tiap theo.
2. Xay du-ng chiSn Iwffc thu hut FDI - Xay dung danh muc cac dy an kau gpi diu tu:
Giai doan 2015 - 2019, UBND tinh da:
+ Ban hanh Danh muc keu gpi dau tu g6m 45 dy an o 6 ITnh vuc; trong do cac ITnh vuc lien quan dan KCN, CCN la 16 dy an; ITnh vuc thucmg mai - dich vu la 18 du an; ITnh vyc nong nghiep lit 7 dy an.
+ Ban hanh Danh muc cac dy an uu tian thu hiit dau tu giai doan 2017 - 2020, trong do tap trung vao 10 nhom dpng lye dugc xac dinh gan han voi tha manh ciia tinh ve tai nguyen thien nhian (cay dugc lieu, tai nguyan rirng), tai nguyen van hoa - Ijch su (Pho CO Hpi An, Di tich My Son), va cac nganh dang phat trian (cong nghiep 6 to, cong nghiep det may, cong nghiep phu trp).
3. Cdc chinh sach, icu ddi ddu tir vd tgo thugn Iffi cito hogt dong kinh doanh
3.1. Cai each Ihii luc hanh chinh ve ddu tir Tir nSm 2013, UBND tinh Quang Nam da ban hanh Quyat dinh s6 3766/QD-UBND da thuc hien ca che "mot cua lian thong" trong viec giai quyat thil tue dau tu tren dia ban tinh Quang Nam (trir cac dy an dau tu vao Khu kinh te ma Chu Lai, cac KCN va Khu do thi moi Dien Nam - Dien Ngpc). Theo do, thai gian toi da da thuc hien thii tue thong bao thoa thuan, gidi thieu dja diem la 20 ngay lam viec, thil tue dang ky thanh lap doanh nghiep lam Chu dau tu dy an chi trong vong 5 ngay va thii tyc dang ky- tham tra cap Giay chirng nhan dau tu dugc giai qu) et trong 4 ngay lam viec neu dy an thugc danh muc dang ky dau tu. Cac thii tyc co lian quan cung dugc quy dmh ro quy trinh va thoi gian giai quyet ro rang de nha dau tu tien theo doi va thyc hien.
3 2 Tap tmng giai phong mat bang, tgo quy dat sach cho nhd ddu tir
Da so cac dia phucmg deu gap tro ngai trong viec
giai toa, den bii - de ban giao mat hkm- cho nha dau tu, va thieu v6n - de \ay dung ca so Ja tang cac KCN, CCN; vi vay cong tac thu hiit FI'I gap 'iliisu kho khan, khong dat dugc rauc tieu va n. n dp da da ra.
Vai tinh Quang Nam, cong tac qti>- bo-^^^-u giai phong mat bing va diu tu co sd ha i:""ig nham thu hut cac du an FDI kha manh me, quyat Het; UBND Tinh da diu tu 10 KCN chu dao vdi tong dien tich mat bing 2 690 ha, va ty le lap dly cac KCN vao khoang 60% dien tich.
3.3. Ifu dai ve thue, phi
Cac nha dau tu vao khu cong nghiep khac hoac cac dia diem khac tran dia ban tinh Quang Nam deu dugc thuc hien day dii theo co cha chinh sach uu dai, ho trg dau tu cua Chinh phii, nhu: chinh sach uu dai tien thue dat - tien sir dung dat dupe miln, giam, tiln thua thu nhap doanh nghiep; uu dai tin dung dau tu va tin dung xuat khau; ho trg tim kiem va md rpng thi truong. Cac nha dau tu co du an trong Khu Kinh ta_Md Chu Lai (bao gdm ca cac khu cdng nghiep BIC Chu Lai, Co khi 6 to Trudng Hai, Tam Anh, Tam Thang va Tam Hiep thupc KKTM) dugc hudng chinh sach uu dai cao nhit theo quy djnh ciia phap luat vl dit dai, mat bing, cac loai thul, uu dai vl tin dung va chuyen giao cdng nghe,...
Ngoai ra, nhirng dy an quy mo diu tu tir 500 tri?u USD trd lan va co vai U6 dpng luc, quan trong ddi vdi phat trian nganh, ITnh vuc se nhan duac su hd trp cua chinh quyan tinh Quang Nam va Ban Quan ly Khu kmh ta md Chu Lai, dl trinh Chinh phu ap dung nhirng uu dai dac thii, de dam bao nha diu tu CO the tnen khai dy an dat hieu qua (Quylt dinh sd 08/2014/QD-UBND ngay 21/4/2014 4 UBND tinh Quang Nam).
3.4. Ddu lit hg tdng giao thong dien, „u6cvdxu ly chat thai
Tinh Quang Nam da tap trung huy d6n= cac nguon luc cua dia phuong va sir hS tro tir TrunB°uonE de dau tu xay dung, cai thien he ,h6„g gia„ ftong tren toan Tinh va tao ra cac lien ich ciio cac nha djn n,. Nat. 2017, UBND tinhQuang Nam d ^ d l : hon 550 ty dong nr nguon von ODA ciip M„- u • P h . , n ^ n C h a „ A , A D B , . n g , „ r : f ; , - H de xay d^rng he thon| ket no, ducmg vanh Sai ^ l bien vol duong cao toe Da Nana - Quan M • qu6c 16 40B. M6i nam. chinh quy'en ,i„u °* Jf^ ™ kinh phi khoang 400 .> dang dVdS tTnan • " " ' "
thien he thdng 130 km duong cjp tinh H-*''' '^'"
he thdng duong bp tren dja ban ti,^ £„ ^an da" h""'^'
KINH TE
chinh vdi han 7.000km va phan bd diu theo true BIC - Nam va Ddng - Tay. Tir thang 9/2016, Cdng ty Dien luc Quang Nam da thyc hien ra soat va nit ngin thdi gian giai quyat cac thii tyc cung d p dien va nit ngan thdi gian cap dien cho doanh nghiep, nha diu tu xudng 10 ngay lam viec, it han 8 ngay so vdi quy dinh ciia UBND tinh.
4. Cdc chinh sach ho tra khde
UBND tinh Quang Nam cdn ban hanh cac chinh sach hd trg nha dau tu ve dao tao lao ddng, img dung cac tien bp khoa hgc - cdng nghe va xuc tiln, quang ba san pham tai thi trudng trong va ngoai nude.
Ban canh nhiJng thanh cong, boat dpng marketing dia phuang nham thu hiit vdn FDI vin con mgt sd ton tai, han cha nhu: Chua dinh vi ro san phim dia phuong va lam ro Ipi thi canh tranh ciia dja phuong;
Chua xay dyng rieng Danh muc cac du an kau gpi dau tu FDI; Co sd ha tang tai cac KCN chua dugc ddngbd...
IV. Cac giai phap
Da dat muc tiau tang trudng GRDP hang nam la 12,7% trong giai doan 2021-2025, tinh Quang Nam can nguon vdn dau tu khoang 160.000 ty ddng; trong do vdn ngan sach chi cd the dam bao khoang 30%
ting vdn dau tu, phan cdn lai phai thu hut tir cac nha dau tu trong va ngoai nude. Vi vay, dia phuong can thuc hien cac giai phap ve marketing dia phuang da thu hiit nhieu dy an FDI, thiic day tang trudng kinh ta, tao viec lam va ngudn thu ngan sach.
1. Phdn tich hien trgng marketing dia phu&ng, dinh vi sdn phdm dia phir&ng
Trong nhung nam qua, Tinh da cd su phan tich, danh gia hien trang marketing dja phuang nhung chua dinh vj san pham dja phuang dugc mdt each ro rang de khang dinh sy khac biet, lgi the canh tranh cua Tinh trong thu hut dau tu. Vi vay, can tiep tyc nghian cuu, dinh vj san pham dia phuang vdi cac budc cu tha sau:
Bif&c I - Nghian ciiu hien trang. Ra soat va danh gia cac diem manh, diem yau ciia Tinh trong mdi tuong quan vdi cac tinh, thanh phd trong Viing va ca nude.
Buffc 2 - Nghien ciru xu hudng dau tu: Nghien cim ve xu hudng dau tu tran the gidi, xu hudng chuyan djch vdn dau tir ciia cac tap doan da qudc gia, doanh nghiep d chau A va trong khu vuc Ddng Nam A, mdi trudng thi chi thu hiit dau tu tai Viet Nam. Tir do, xac dinh ca hpi, thach thirc trong boat ddng thu hiit FDI ciia Tinh trong thai gian tdi.
Birac 3 • Xac dinh vj the san pham dia phucmg:
Ket qua cua qua trinh djnh vi nay can phai tra Idi dugc cau hdi: Tinh Quang Nam ndi bat, khac biet vdi dac diam gi trong nhan thirc ciia nha dau tu?
Birac 4 - Phd bien thdng tin. Lian he vdi cac tinh, thanh phd tai mien Trung de thiet lap ban do dau tu chung cho ca viing, pho bien thdng tin \h dinh vi san pham dia phuang cho cac cap chinh quyan, cac nha dau tu.
2. Cdi thien quy trinh xac lap khach hdng muc tieu
Xac djnh diing ddi tugng khach hang muc tieu se giiip cho hoat dgng marketing co trpng tam va dat dugc hieu qua cao, ngugc lai nlu xac dinh khdng chinh xac thi cac nd lye marketing khdng mang lai ket qua nhu mong dgi. Da cai thien quy trinh xac dinh nha dau tu muc tieu, chinh quyan tinh Quang Nam nan trien khai xac dinh nha dau tu theo cac budc sau:
Bir&c I - Thu thap thdng tin: Nguon thdng tin can thu thap quan trpng nhat la dac diam ciia cac doanh nghiep nude ngoai dang cd nhu cau md rpng dau tu.
Buac 2 - Phan khiic thi trudng; Sau khi tdng hgp dii lieu ve nha dau tu nude ngoai d nhieu qudc gia va thdng tin ve xu hudng dich chuyen ciia ngudn vdn FDI trong khu vuc ciing nhu tren the gidi, don vi thyc hien phan khiic thi trudng theo cac tieu chi khac nhau nhu: ITnh vuc dau tu, qudc gia/viing lanh thd cua nha dau tu, trinh dp cdng nghe, ngudn nguyen lieu, nganh cdng nghiep hd trg nha dau tu dang tim kilm...
Btrac 3 - Lua chpn ddi tugng khach hang muc tieu: Xac dinh ddi tugng nha dau tu muc tieu phii hgp vdi dinh hudng phat trien kmh te - xa hgi. dinh hudng thu hiit FDI, tiem nang va lgi the canh tranh hien cd ciia Tinh
3. Tich cue ddu tuphdt trien ca s& hg tdng dong bp '
Thdi gian qua, tinh Quang Nam da co nhieu dy an dau tu phat tnen co sd ha tang va dat dugc nhieu thanh tyu dang ke nhung vin chua dap irng dupe ky vpng ciia nha dau tu, dac biet la cac nha dau tu dang CO du an tai cac KKT, KCN tren dia ban tinh, vi vay, UBND tinh cin:
- Uu tien nguon vdn ngan sach dau tu de hoan thanh dut diem ca sd ha tang bao gdm ca ha tang ky thuat va ha tang xa hpi cho KCN, vin dang cdn d tinh trang dau tu dang dd tren co sd ra soat va cat giam cac khoan chi tiau cong khong thyc su can thiet Ddng thdi, can tang cudng cdng tac thanh tra.
TAP CHi CONG THIfKNG
giam sat hoat ddng su dung ngudn vdn ngan sach chat che dl dam bao tdi da hoa hieu qua sir dung vdn ngan sach cho hoat ddng nay.
- Tranh thu ngudn von ODA dl bd tri cho phat trien CO sd ha tang va tim kilm cac doi tac tilm nang.
Qua dd, thyc hien hop tac cdng tu de tilp tue diu tu ca sd ha tang giao thdng tren dia ban tinh Quang Nam.
- Chii ddng hd trg cac chu dau tu co sd ha ting d cac KCN gap khd khan vl tai chinh. Tim kilm, kau gpi cac ddi tac tilm nang da chuyin nhugng lai du an va tao dieu kien cac thii tue vl hanh chinh dl viec chuyen nhugng dien ra nhanh chdng, diing phap luat. Tir dd, hd trp chat che cho chii dau tu mdi tilp tue hoan thien co sd ha tang ddng bp.
- Tich cue giao luu, hgc hdi kinh nghiem huy dpng vdn va dau tu co sd ha tang tir cac tinh, thanh phd da thanh cdng de ap dung phii hgp vdi tinh hinh thuc te ciia dia phuang. Neu cac ha tang nay cd chat lugng tdt va ddng bp, ngugc lai, chi phi ciia doanh nghiep se la rat Idn.
4. Xac dinh ro danh muc ddu tu phu hap v&i vdn FDI
Djnh hudng thu hiit dau tu ciia tinh Quang Nam
cin phai chu ddn^ .• • ''• ^ <* Erio r<, ca hdi dau tu e nha diu tu lua chon. Tu\ nluen. hk> '^ay danh myc cac du an keu goi diu tu cua Tini, '.:• ng g>ai ^o?"
2017 - 2020 gim co 262 dy .ic a „,• ,a ITnh vyc, nhilu khu vyc kinh tl khac nhau. C a.' i ong tin nha diu tu cd th'a tilp can dugc tran tran^: v.c-b. cac an phim diu tu ciia cac ca quan chuc na% lien quan vin chua thi hien dupe nhirng du an dac thii nay can thu hiit FDI. Bdi vay, can:
- Ra soat lai danh muc cac du an uu tien. keu gpi diu tu giai doan 2017 - 2020 va thu hep lai thanh I danh myc du an kau ggi diu tu chi danh rieng cho nha dau tu nude ngoai.
- B6 sung thong tin chi tilt, cu tha ddi vdi timg dy an trong danh muc dy an diu tu danh cho nha dau tu nuoc ngoai. Dl cac thong tin dugc cung cap day dti, TT HC Cdng & XTDT co Uil phong vin mdt so nha diu tu nude ngoai dang co du an hoac dang tim hieu CO hdi dau tu tai Quang Nam de nam bat nhu cau ve thdng tin ciia nha dau tu.
- Phd bien, quang ba danh muc du an dau tu danh rieng cho nha dau tu nude ngoai len website ciia TT HC Cdng & XTDT va cac an pham quang ba, phu hpp vdi tirng ddi tupng nha dau tu tiam nang.
TAI LIEU THAM KHAO:
1 Nguyen Dire Hai (20! 3). Marketing lanh tho nhdm thu hiit ddu tie trifc tiep nirdc ngoai tren dia bdn thdnh phd Hd Noi. Luan an Tien sT.
2. Tran Thi Kim Oanh (2016). Phat tnen du lich g chi Khoa hoc Dai hoc Tdn Trao. So 04.
3. Pham Cong Toan (2010). Marketing lanh thd v
1 vdi ehiln luge marketing dia phuong tai tinh Tuyen Quang, Tap
i viec thu hut ddu tuphdt tnen d tinh Thdi Nguyen Luan an Tiln
4. UBND linh Quang Nam (2014), Quyet dmh so 08/2014/QD-UBND ngdv 21/4/2014 5. Ashworth, G. J., & Voogd, H. (1990) Selling the cit}. London: Belhaven.
6. Fretter, A. D, (1993). Place marketing: A local authority perspective. Selling Places: The city as culiural capital past and present, 163-174.
7 Kotler, P., Haider, D. H., & Rein, I. J. (1993) Marketing Places: Attracting mvestmeni, indusity and tourism cities, states and nations • Free Press
8. Lall, S. (1997). Attracting foreign investment: New trends, sources and policies (Vol. 3If- Commonw Ith Secretariat.
9. Metaxas, T. (2010) Place marketing, place branding and foreign direct investments. Defining their relati I in the frame of local economic development process. Place Branding and Public Diplomacy, 6(3), 228-243 "''
KINH IE
Ngiy nhan bai: 11/3/2020
Ngiy phan bien danh gia va sira chu-a: 21/3/2020 Ngay chip nh|ln dang bai: 31/3/2020
Thong tin tdc gid:
1. NCS. NGUYEN NGOC THUYEN S* K6 hoach v i DSu tu tinh Quang Nam 2. PGS.TS. LE DUC TOAN Tru'img Dai hpc Duy Tan
IMPLEMENTING THE PLACE MARKETING TO ATTRACT FOREIGN DIRECT INVESTMENT FOR THE SOCIO - ECONOMIC DEVELOPMENT OF QUANG NAM PROVINCE
• Fellow Ph.D NGUYEN NGOC THUYEN
Department of Planning a n d Investment - Quang Nam Province
• Assoc. Prof. Ph.D LE DUC TOAN Duy Tan Unlverlty
ABSTRACT:
The place marlieting model that attracts foreign direct investment (FDI) is often approached in two directions, that is, the supply-local approach (national, regional and city) and the hypothesis on the demand - FDI approach. The place marketing model has been applied by some localities in Vietnam over the years. This article introduces theoretical models of place marketing, and reviews and evaluates the actual situation of place marketing activities carried out by Quang Nam Province in terms of the supply-local approach. This article presents some limitations on place marketing activities of Quang Nam Province and solutions to improve the effectiveness of these activities in order to attract more FDI to Quang Nam Province.
Key^vords: Place marketing, product positioning, targeted customer, foreign direct investment.
