CAJ | 학술논문

招商引资的过程实质上就是寻找目标投资者并对当地投资环境与招商项目开展营销传播的过程。要做好招商引资，必须引入现代营销传播理念。首先要做好扎实的市场调研工作，做好招商引资的项目定位与目标投资者定位，深刻洞察目标客户投资需求与决策心理；从营销传播视角对当地投资环境与投资项目进行全面的形象包装设计，创作出对目标投资者具有传达力和说服力的宣传内容；整合利用好各种传播媒介，做好招商引资的整合营销传播工作，尤其要做好数据库营销传播和数字营销传播。
초상인자적과정실질상취시심조목표투자자병대당지투자배경여초상항목개전영소전파적과정。요주호초상인자，필수인입현대영소전파이념。수선요주호찰실적시장조연공작，주호초상인자적항목정위여목표투자자정위，심각동찰목표객호투자수구여결책심리；종영소전파시각대당지투자배경여투자항목진행전면적형상포장설계，창작출대목표투자자구유전체력화설복력적선전내용；정합이용호각충전파매개，주호초상인자적정합영소전파공작，우기요주호수거고영소전파화수자영소전파。
The process of investment attraction is in fact a search for target investors and marketing to the local investment envi- ronment and investment projects. Therefore, it is necessary to introduce modem marketing communication ideas so as to make merchant promotion and investment attraction successfully. First of all, we should canT out solid market research, locate projects and target investors of merchant promotion and investment attraction accurately, have insight into needs of target investors and their psychological index of decision - making. Secondly, it is imperative to conduct a comprehensive image of the packaging de- sign of the local investment environment and investment projects from the perspective of marketing communications. Finally, to do a good job in the Integrated Marketing Communications of merchant promotion and investment attraction by integrating and making good use of various forms of media, it＇ s particularly important to make database marketing communications and digital marketing communications well done.