西部形象开发战略研究

区域不再仅仅是经济活动发生的场所,经济全球化要求每个地方必须将自己转变为商品和服务的出售、产品和地方价值的营销。从某种意义上来说,区域本身已经成为一种其特征、形象和价值都需要设计和营销的产品。区域营销在经济发展中的地位日益提高。西部大开发需要广泛吸引区内外、国内外的人力、物力、财力参与开发行动。如何营销西部、传播良好的西部形象、促进投资与人力资本向西部流动,无疑是西部大开发必须仔细研究的一项重要课题,它也必然构成西部大开发战略的一个重要组成部分。依照地方营销的基本理论,本通过对中国西部地区当前形象进行简要分析,将西部新形象定位为：“交通快捷,信息畅达,生态友好,物物竞民丰。”并以此为基础提出西部形象开发与传播的四大战略。

RESEARCH ON THE STRATEGY OF DEVELOPMENT OF THE IMAGE OF WEST CHINA

Entering 20 century, especially after 1970s, economic competition becomes increasingly global. The once autarchic regions are becoming increasingly interdependent within an integrated world. Globalization makes the competition for resources, customers and opportunities sprawl into metropolises and regions, which drives every place to shape itself into the seller of commodities and services and the marketer of products and local values. In fact, regions themselves have become products whose characteristics, image and values need to be designed and marketed.The "new growth theory" shows that the development of a place (or region) depends not only on the endowments of resources it possesses, but also on its ability in attracting investment and accumulating human resources. In a globalized world, the mobility of productive factors is increasing steady. The competition between nations and/or regions for market, investment and human resources becomes more and more intensified. The importance of place marketing is also augmented. In face of a world of more intensified competition, to market their local values and spread their local image has become a must for West China to absorb and retain investment, business and human resources.In light of the newly-developed place marketing theory, a brief analysis of the current image of West China as a common observation is given. On basis of it, objectives of the development of the image of West China are set, with the focus laid at the reformulation and spreading of a new, positive image of an easily accessible, ecologically friendly and prosperous West China. Three important strategies are designed to achieve the objectives of the development of the image of West China. The first strategy is to improve infrastructures and services of transportation and communications/telecommunications in order to provide better accessibility to West China. The second strategy is to take serious efforts in the preservation of the ecological environment and make West China more ecologically-friendly and better suited for living. The third strategy is to nurture a local culture of hospitality, open-mindedness and enterprise. The forth strategy is to advance the prosperity of West China and create a harmonious neighborhood among nationalities living there.