individual assignment - hou suo cun(东风镇)in guizhou province
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乌当区东风镇 ( 贵州贵阳市 )Wong Yin Pok, Bill12665326a
Introduction
Dong Feng Zhen, Hou Suo Cun( 乌当区 东风镇 ) is located at north-east of Guiyang city( 贵阳市 ).
The total area of Dong Feng Zhen is approximately 73.67km2.
The town currently puts high concentration on economic, technology and tourism.( 经济强镇、科技重镇及旅游大镇 )
Location
Marketing environmentEnvironment factor
Details
Natural •No frost•High humidity(Average rainfall rate:1179 mm)•Full of national heritage(e.g. Yudong Gorge Scenic Area 渔洞峡风景名胜区 )
Demographic
Total population: 2.7 million peoplePopulation density: 366 人 /km2
Ethnic market: 13 ethnic nations (Mainly han and miao)( 汉族、苗族 )
Economic Original focus: Industrial (minerals extraction)Current main focus:( 三化同步 )•Economical•Technological•Tourism
Marketing environmenttechnology •Transportation: Convenient (highway nearby)
(E.g. A new railway to Beijing will be finished construction in 2013)•Well constructed water, electricity and communication facilities
Social-cultural
They are not willing to suffer from the difficult situation with industry interruption. Whenever there is any extraction activities of minerals in the place, there will be pollution of water destruction of housesMicro dust in the areaTherefore, the residents are mad at the local mineral extractors.
Political-legal
Dozens of investment project is introduced from the official website in Guizhou---Hou Suo Cun.(website:http://www.investgz.gov.cn/zsxm.xhtml)(E.g. 100 tourism spot, foreign investment Opportunity
Business opportunity
1. Tourism spot 2. The advocates of environmental
protection3. Convenient transportation and
location4. Favorable government policy
Tourism spot
As acquiring many prominent natural resources, which include Heaven Hall hole, Babel holeA 2 billion tourism project will be constructed in the
nearest future. It calls the “Qingrengu eco-tourism complex project”( 情人谷”生态旅游综合体项目 )
A newly developed “Dongfeng First City Urban” Complex( 东风第一城城市综合体 ) will be in use.
PROs: 1) Tourist attraction for more sales volume2) Boost reputation of our own brand
The advocates of environmental protection
Affecting greatly of the living qualities to local residents and dissatisfaction of government, they are then going to support the environmental protection.▪ Government: Special rectification actions for illegal
mineral extraction( 矿产资源违法违规专项整治行动 )has implemented.
▪ Local residents: Antipathy of mining and dust pollution ( 采砂 大片林地沙化 , 村民无法安身 )
Pros:1. Support the aim of our company
(environmental protection)
Convenient transportation and location
Location: Pros:Customer attraction
Good
accessibility!!!!
According to the policy of Guizhou people republic government in 1998, Guizhou Province has further improve the investment environment.
Exempted from enterprise income tax for two years for all foreign investment
All financial institutions, in accordance with national credit policy, have to extend loans equally to foreign investors
All Water, electricity, gas, telecommunications and other charges charge the same price as the local enterprises do
All foreign investor’s copyright, patent, trademark, and drawings, design, technical specifications, technical specifications, computer software and other intellectual property rights are under the protection of law
Favorable government policy
Strategy marketing
Dragonfly white shoes
co., ltd
Local retailer
touristLocal residents
advocates
Strategy marketingWith regard to the segmentation attractiveness, Dragonfly white shoes aims to promote the virtue of
Environmental Protection.
Dragonfly
white shoes co., ltd
Local retaile
r
Strategy marketing
1. Make contact to the local retailer who currently suffering from the pollution.
Internal marketing• Regarding on the poor situation of the local retailers there
(house destruction, poor air quality), Hire the local residents or use local retailer we can drive them to support the concept of “Going
green” Explain how we made shoes with minimum pollution Redevelop their recognition of the importance on
environmental protection
Strategy marketing
Local retailer
• Fully trained and educated
Local residents
• Suffered from pollution
Strategy marketing
Local retail
er
Local residents
Relationship marketing•With the social bond between the local residents, they can create resonance on the circumstance •As do one reckon the importance of environment, more will agree.•Consume our product
Strategy marketing
Promotion(communication)•Promote the concept of “going green”•Explain how the extraction of minerals is influencing the locals, draw their attention on the message•Call for their support•Encourage them to preserve the environment•Purchase our product to support the environment
Local retailer tourist
Strategy marketing
Local reside
ntsAdvocates
TouristForming strong customer bondsBuild a good relationship with the local residents and touristInterpret their living condition for local residentsDiscuss more about their viewpoints in environmental protection with the touristWith who with the same viewpoint, retain the customers and transform them to be advocates
Strategy marketing
Advocates Partners
Partnership marketing•To create continual customer relationship with the customers with capital, capability and potential. •They should be with high margin, mostly the businessman.
Recommendation
Construct a good relationship (guanxi) with the government officer. Interpret the willing of government official As a market entry research Recommend them to use our product if possible
Be aware of the product price Aims at tourist and local residents Local residents
▪ Simple and neat, low in price Tourist
▪ More special features, relatively higher in price (with ethnic features)
Product prototype
Recycle rubber from tyre
Handcraft regenerate canvas
Recycle rope from industry
Reference1. “情人谷”生态旅游综合体项目. Retrieved from http://www.investgz.gov.cn/pro-8378.xhtml2. 贵州贵阳乌当区东风镇. Retrieved from http://www.tcmap.com.cn/guizhou/wudangqu_dongfengzhen.html3. 首页》工作信息》工作进展》文章. Retrieved from
http://xxgk.gzwd.gov.cn/xxgk/jcms_files/jcms1/web63/site/col/col959/index.html4. 在乌当东风镇高穴村公路两旁露天采砂. Retrieved from
http://news.gog.com.cn/system/2013/10/10/012749907.shtml5. 东风镇. Retrieved from
http://baike.baidu.com/subview/1057701/5812355.htm?fromId=1057701&from=rdtself6. 07 贵阳市乌当区东风第一城城市综合体. Retrieved from
http://www.investgz.gov.cn/dp-0000000000001816.xhtml7. 地理位置. Retrieved from http://www.investgz.gov.cn/dp-0000000000003951.xhtml8. 乌当区东风镇. Retrieved from
http://www.hkcd.com.hk/node_29479.htm?cx=partner-pub-8154722042968596%3Amt96mluvzbj&cof=FORID%3A11&ie=utf-8&q=%
9. 乌当区东凤镇高穴二组附近砂石厂开采震坏房子. Retrieved from http://zt.gog.com.cn/system/2011/09/05/011190627.shtml
10. 东风镇基本情况. Retrieved from http://sfxcz.gzjs.gov.cn/content.jsp?urltype=news.NewsContentUrl&wbtreeid=1074&wbnewsid=1105
11. 贵州省进一步放宽政策改善投资环境的若干规定. Retrieved from https://hkxprd0610.outlook.com/owa/?wa=wsignin1.0
12. 东风镇开展土地、矿产资源违法违规专项整治行动. Retrieved from http://xxgk.gzwd.gov.cn/xxgk/jcms_files/jcms1/web63/site/art/2013/10/22/art_960_52060.html
13. 贵阳市郊采砂猛于虎 大片林地沙化村民无法安身. Retrieved from http://www.ceee.com.cn/html/2013-9-24/news45564.html
14. 乌当区. Retrieved from http://baike.baidu.com/view/928140.htm#415. 东风镇稳步推进拆迁安置 确保铁路建设顺利实施. Retrieved from
http://xxgk.gzwd.gov.cn/xxgk/jcms_files/jcms1/web63/site/art/2012/9/6/art_963_39808.html