COMMITMENT
I hereby certify that this thesis is my own scientific work conducted under the guidance of scientists, including: Professor, Dr. Tran Minh Dao and Associate Professor, Dr. Vu Tri Dung, from the Department of Marketing, National Economics University.
The data used in this thesis are all collected from legal sources and clearly cited. Special documents have been approved by the author when cited and used in the thesis.
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PhD student
Pham Cong Toan
ACKNOWLEDGEMENTS
To complete this thesis, I would like to express my gratitude to the organizations and individuals who have helped me throughout the research, completion and successful defense today.
I would like to thank the Department of Planning and Investment, the Department of Science and Technology, the Department of Statistics, the Investment Promotion Center of Thai Nguyen province, the Management Board of Song Cong Industrial Park, and Enterprises (Nui Phao Joint Stock Company, Thai Nguyen Iron and Steel Company, Ho Nui Coc Trade Union Tourism Company, etc.) for their cooperation in providing information and data related to the thesis topic. At the same time, I would like to thank the Department of Planning and Investment of Bac Ninh, Hai Duong, Vinh Phuc provinces, and the Management Board of Pho Noi A Industrial Park for providing information, comments, and advice on information related to the topic and implementation solutions in the thesis.
I would like to thank the Board of Directors, teachers of the Marketing Department, Institute of Management and Postgraduate Training, National Economics University for creating a favorable research environment for me to complete my thesis.
In particular, I would like to express my deep gratitude to the scientific supervisors: Professor, Dr. Tran Minh Dao and Associate Professor, Dr. Vu Tri Dung for their dedicated guidance and instruction throughout the time of researching and completing this thesis.
I would also like to thank the University of Economics and Business Administration - Thai Nguyen University - for creating time for me to focus on research and complete my thesis.
On this occasion, I would also like to express my gratitude to my family and close friends who have supported me and motivated me throughout my research to achieve good results.
Thank you very much!
INDEX
Page
FOREWORD 1
CHAPTER 1 BASIC THEORIES OF LEADERSHIP MARKETING
LAND WITH THE PROBLEM OF ATTRACTING INVESTMENT IN A LOCALITY 6
1.1 Overview of territory marketing 6
1.1.1 Territorial marketing concept 6
1.1.2 Subjects implementing territorial marketing 8
1.1.3 Customers in territorial marketing 10
1.2 Basic contents of territory marketing with the problem of attraction
Investing in development in a locality - Local Marketing 12
1.2.1 The nature of development investment 14
1.2.2 Some issues related to investor behavior 15
1.2.3 Relationship between locality and investor 34
1.2.4 Planning local marketing activities to attract investment
development35
1.2.5 Local marketing mix in attracting investment for development 49
1.3 Some experiences in attracting development investment 72
1.3.1 Foreign experience 73
1.3.2 Domestic experience 75
CHAPTER 2 THE CURRENT STATE OF LOCAL MARKETING WITH PROBLEMS
PROPOSAL OF INVESTMENT ATTRACTION FOR DEVELOPMENT IN THAI NGUYEN PROVINCE80
2.1 Some basic features of Thai Nguyen province 80
2.2 Analyze and evaluate the impacts of investment activities on the economy.
Thai Nguyen province socio-economic82
2.2.1 Impact of investment on economic growth of Thai Nguyen province 82
2.2.2 Impact of investment on increasing the value of economic sectors 85
2.2.3 Impact of investment on job creation for workers 86
2.2.4 Impact of investment on increasing export turnover 88
2.2.5 Impact of investment on increasing budget revenue 89
2.5.6 Impact of investment on economic development in disadvantaged areas
towel 91
2.3 Current market status and investment environment in Thai Nguyen province 92
2.3.1 Market for investors 92
2.3.2 Costs that investors must pay 96
2.3.3 Natural resources 100
2.3.4 Infrastructure 105
2.3.5 Investment incentive policy framework 111
2.3.6 Local business promotion and support activities 112
2.4 Assessment of the current status of local marketing in Thai Nguyen province 113
2.4.1 Current status of Vietnam investment market 113
2.4.2 Evaluation of target customer selection, local product positioning and investment attraction strategy of Thai Nguyen province
2.4.3 Assessment of the current status of implementing local marketing mix activities to attract investment in Thai Nguyen province
2.4.4 Organization, implementation, inspection and evaluation of local marketing activities in Thai Nguyen province
2.4.5 General conclusion on the current status of local marketing activities in Thai Nguyen province
CHAPTER 3 IMPROVING LOCAL MARKETING ACTIVITIES IN THAI NGUYEN PROVINCE TO IMPROVE INVESTMENT ATTRACTION RESULTS FOR DEVELOPMENT
3.1 Economic context and investment attraction opportunities for localities in Vietnam
114
116
132
133
136
136
3.1.1 World and Vietnam economic context 136
3.1.2 Investment attraction opportunities for localities in Vietnam 141
3.2 Local marketing planning for Thai Nguyen province 144
3.2.1 Establish local marketing goals and strategies for Thai Nguyen province
3.2.2 Perfecting the positioning strategy of Thai Nguyen province in the perception of target customers
3.2.3 Completing local marketing activities in Thai Nguyen province to enhance investment attraction efficiency
3.3 Organizing and implementing local marketing activities in Thai Nguyen province to attract investment for development
144
150
152
172
3.3.1 Subjects implementing local marketing plans 173
3.3.2 Local marketing implementation plan 176
3.4 Checking and evaluating local marketing activities in Thai Nguyen province to attract investment for development
177
3.5 Expected results and risk provision 178
CONCLUSION 180
WORKS AND REFERENCES 183
APPENDIX 189
LIST OF TABLES
Page
Table 1.1: Factors related to motivation for choosing new investment locations24
Table 1.2: Example of order of criteria for evaluating investment locations 26
Table 1.3 Factors of the investment environment affecting decision making
Investor's Decision 29
Table 1.4 Local product characteristics and marketing requirements 50
Table 2.1 Gross product at actual prices in Thai Nguyen province
by economic sector, 2000-2008 period 83
Table 2.2 Production value at current prices of Thai Nguyen province, classified by
Economic Zone 86
Table 2.3 Urban unemployment rate of Thai Nguyen province 87
Table 2.4 Number of workers in Thai Nguyen province who were created jobs in 1988
Table 2.5 Budget revenue in Thai Nguyen province 89
Table 2.6 Budget revenue of Thai Nguyen and localities in the region
excluding additional funds from the Central budget 94
Table 2.7 Percentage of workers working in economic sectors who have received training at
Thai Nguyen province 97
Table 2.8 Hotel and motel system in Thai Nguyen province 107
Table 2.9 Assessment of current status of use value of local products in Thai Nguyen province
Table 2.10 Assessment of the current status of image value and reputation of local products in Thai Nguyen province
Table 2.11 Assessment of the current status of human value of local products in Thai Nguyen province
Table 2.12 Assessment of current status of service value of local products in Thai Nguyen province
118
119
120
120
Table 3.1 Main economic indicators of the World, 2007-2008 period 137
Table 3.2 Global economic and trade growth, 2008-2009 (%) 138
Table 3.3 Comparison of investment attraction environment of Thai Nguyen province with other provinces in the Northern region, Vietnam
Table 3.4 Description of local products of Thai Nguyen province for industrial investors
142
153
LIST OF FIGURES
Page
Figure 1.1 Levels of investor decision-making motivation 21
Figure 1.2 Investor decision-making process 24
Figure 1.3 Factors affecting investor decision making 29
Figure 1.4 Relationship between locality and investor 34
Figure 1.5 Steps in the local marketing implementation process 36
Figure 1.6 Local marketing mix tools 44
Figure 1.7 The process of distributing local products directly through
case study in Vietnam64
Figure 1.8 The process of distributing local products indirectly through
case study in Vietnam65
Figure 2.1 Administrative map of Thai Nguyen province 80
Figure 2.2 Gross domestic product at 1994 constant prices of Thai Binh province
Original 84
Figure 2.3 Total export turnover in Thai Nguyen province 89
Figure 2.4 Number of operating enterprises divided by district/city/town
in Thai Nguyen province 92
Figure 2.5 Song Cong Industrial Park - Thai Nguyen 111
Figure 2.6 Structure of investment capital in Vietnam in 2008 by region 114
Figure 2.7 Current published local product distribution process in Thai Nguyen province
123
Figure 2.8 Interface of Thai Nguyen province's electronic information portal 129
Figure 2.9 Foreign direct investment in Thai Nguyen province, divided by period
130
Figure 2.10 ODA capital implemented in Thai Nguyen province 132
Figure 3.1 Vietnam's implemented FDI by period 140
Figure 3.2 Simulating local marketing strategy for Thai Nguyen province divided into each development stage
148
LIST OF SYMBOLS AND ABBREVIATIONS
AbbreviationsInterpretation
Ministry of Planning and Investment Ministry of Planning and Investment
CIEM Central Institute for Economic Management Foreign Investment Promotion Agency Foreign Investment Promotion Agency
FDI enterprises Enterprises with foreign direct investment State-owned enterprises State-owned enterprises
Private Enterprise Private Enterprise
GDP Gross Domestic Product
GNP Gross National Product
Industrial Cluster
Industrial Park Industrial Park
KCNC High-tech Park
Export Processing Zone
Economic Zone
Economic and Social Economy and Society
IPA Investment Promotion Association
IPC Investment Promotion Center
Publishing House
Production and business production and business
Department of Science and Technology Department of Science and Technology Department of Planning and Investment Department of Planning and Investment
Master
PhD
Investment Promotion Center Investment Promotion Center
People's Committee People's Committee
USD US Dollar