【作者】 李林；

【导师】 宋艳；

【作者基本信息】 电子科技大学 ， 高级管理人员工商管理（EMBA）（专业学位）， 2014， 硕士

【摘要】 在国家产业转型升级与民众对医药需求的背景下,我国生物医药产业获得了长足的发展,并将在未来数十年保持飞速发展的态势。作为国家确定的生物产业基地,成都市在过去的十多年来生物医药产业已形成了一定的产业基础,建设了专业的生物医药科技园,在生物医药的创新产业链及体系建设上已有了一定的成果和经验,并建成了很多生物医药创新创业载体。由于生物医药产业具有创新成本高、投资风险大、研发周期长等特点,科技园区的招商引资工作也因此受到了一定的限制。本文通过分析科技园的发展现状和营销环境,提出科技园招商引资存在的问题并用营销管理相关理论加以分析找出原因所在,然后主要从市场策略、产品策略、价格策略、促销策略、渠道策略、优化投资环境、突破发展瓶颈、创新招商方式、发展壮大产业集群等方面,制定出科技园的营销策略,为建立和发展科技园提供理论参考和实践指导。更多还原

【Abstract】 In the upgrading and transition countries for medicine industry background of public demand, China’s bio-pharmaceutical industry has obtained the considerable development, and will keep the rapid development of the situation in the next few decades. As the bio industry base as determined by the state, in the past 10 years, Chengdu’s bio-pharmaceutical industry has formed a certain industrial base, the construction of bio-pharmaceutical Science and Technology Park Park, professional, innovation in the industry chain of bio-pharmaceutical and system construction of the achievements and experience, and have built a lot of bio-pharmaceutical innovation vector. The bio-pharmaceutical industry has the characteristics of innovation high cost and risk in investment, long development cycle, science park investment work is therefore restricted.By analyzing the current situation and marketing environment of Science and Technology Park, this paper firstly poses the problem existed in business invitation and investment attraction of Science and Technology Park and finds its reason by analyzing on the basis of the theories related to marketing management. Then, the marketing strategy of Science and Technology Park is made form the perspectives of market strategy, product strategy, price strategy, promotion strategy, channel strategy, optimizing investment environment, breaking through the bottleneck in development, innovating the modes of business invitation, booming the industrial clusters and so on to provide the theoretical reference and practical guidance for building and developing Science and Technology Park.更多还原