摘 要
在中原经济区建设和承接产业转移的过程中，招商引资工作对于洛阳市的经
济发展和产业结构调整有着重大意义。面对沿海产业转移的机遇、世界经济复苏
步伐放缓和贸易投资保护主义抬头的挑战，如何从营销策略的角度提升洛阳市招
商引资水平，正是本文的研究目的。
本文从市场营销学的角度入手，运用了比较研究法、文献分析法，回顾和梳
理国内外相关研究文献，就地区招商引资的营销策略进行梳理，对当地政府、国
内外各国家、地区的有关资料进行收集整理、比较研究，总结研讨其得失、异
同，进行归纳、比较和借鉴。应用营销策略，对洛阳市招商引资工作提出建议。
绪论部分引出要研究的问题——洛阳市招商引资营销策略研究，阐述了本文
研究的背景和意义，进行了相关文献综述，并介绍了本文所运用的研究方法、研
究内容及框架。第二章对招商引资和市场营销的基本概念进行了梳理，并对国内
外的现状进行了分析。第三章对洛阳市的概况进行了阐述，对招商引资工作的成
就和不足进了分析。第四章运用了 SWOT 分析法对洛阳市招商引资的发展情况
进行了客观评价和分析。第五章在前文分析的基础上，从营销角度，对洛阳市招
商引资工作提出了相关的 4P 实施建议，即：应用产品策略，着力打造城市品牌
和产业集聚区；善用价格策略，为投资者提供优惠政策和高效服务；巧用促销策
略，宣传推广城市品牌；优化渠道策略，完善招商机制和渠道建设。第六章得出
结论并指出存在不足。
关 键 词：洛阳市，招商引资，市场营销，策略
论文类型：应用研究
ABSTRACT
In the construction of Central Plains Economic Zone and the procession of undertaking
the industrial transfer, the work of investment promotion plays an important role in
economic development and industrial construction adjustment of Luoyang
municipality. The purpose of this paper keys on how to enhance the work of Luoyang’s
investment promotion from the point of view of the marketing strategy, while meeting
with the opportunities of coastal industrial transfer, challenges of the slow recovery of
world economy, and the risk of trade and investment protectionism.
Start from the point of view of the marketing, the methods of comparative study,
document analysis were used in this paper to review and collate the relevant research
literature of home and abroad, including relevant government departments, local
government, domestic and international corresponding nations and regions, and sort
out the marketing strategies used in investment attraction. By comparing, summarizing,
discussing the pros and cons, similarities and differences, the paper gives out
suggestions of marketing strategy to Luoyang’s investment promotion.
The introduction leads to the study of the paper- research of marketing strategy in
Luoyang’s investment promotion, introduces the significance, content and structure,
relative literature review and research methods of this study. The chapter II sorts out
the basic concepts of investment and marketing analyze the current situation of the
application of marketing strategy in investment attraction at home and abroad. Chapter
III gives an overview of Luoyang’s economic development; analyze its achievements
and shortcomings in the work of investment promotion. Chapter IV uses a SWOT
analysis to evaluate and analyze the development of investment promotion in Luoyang.
On the basis of analysis stated above, Chapter V gives out implementation suggestions
in accordance with 4P principles, i.e. devoting efforts to build the city brand and
special industries; insisting on investor orientation, providing preferential policies and
efficient services; making good use of media to create and propagate the a city brand;improving investment promotion mechanism, and strengthening the construction of
investment promotion channels. Chapter VI comes to the conclusion and points out the
shortages.
KEY WORDS: Luoyang Municipality, investment promotion, marketing，strategy
Dissertation Type: Applied Research