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緊跟在金磚四國（BRICS, 巴西、俄羅斯、印度及中國）後的VISTA（越南、印尼、南非、土耳其、阿根廷）五國中，目前大家都把眼光放在越南，並視越南為其領航者。越南在全球化經濟的影響下，逐漸朝向資本市場的發展，經濟結構已逐漸從農漁業為主轉變以工商服務業為主。 2007年08月全越南150個工業區，總面積為32,300公頃，其中21,400公頃(佔66%)的土地面積己租賃完畢，預計到2015年，越南將再增加113個工業區，總面積29,200公頃和27個工業區6,000公頃面積擴大案。 越南北部為政治中心、南部為工業重鎮，因此本研究以越南南部平陽省面積最大的美福工業區為研究對象，探討為何能成功的行銷至全球，吸引來自世界各國之投資者，發現其競爭優勢及致勝行銷策略為增加產品之附加價值、增設國外國代表辦事處、多國籍行銷人員推廣、分期付款以降低初期設廠成本；並符合藍海策略中的新價值曲線，降低土地、建廠成本，創造運輸替代方案、造鎮計劃，消去價格迷失、國界障礙，提升土地面積供應力、行銷人員之素質。 本研究獲得個案成功行銷略以提供將來各開發工業區單位在行銷策略之參考，但現今先進國家中工業區己面臨老舊汰換，故越南工業區需未雨綢繆及早想出應變對策，不重蹈覆轍，以提高競爭力，永續經營。 Followed in the BRICS (BRICS, Brazil, Russia, India and China) after the VISTA (Vietnam, Indonesia, South Africa, Turkey, Argentina) in the five countries, at present we have sights on Vietnam, and Vietnam, as its leader. Viet Nam, under the influence of the globalized economy, and gradually move towards the development of capital markets, the economic structure has been gradually changing from agricultural, fishery to industrial and commercial service-oriented. In August 2007 the entire 150 Industrial Park in Vietnam, with a total area of 32,300 hectares, of which 21,400 hectares (66%) has been leasing the land area completed, is expected by 2015, Vietnam will increase the 113 industrial zones, the total area of 29,200 27 hectares and 6,000 hectares of industrial zones to expand the case. For the political center of northern Vietnam, the southern industrial city, so this study in southern Binh Duong province in Vietnam's largest Ferris Industries, the United States District for the study to explore why successful marketing to the world to attract the investors from all over the world and found that competitive advantage and winning marketing strategy to increase value-added products, new representative offices of foreign countries, multinational marketers to promote, hire purchase in order to reduce the initial set up costs; and blue ocean strategy in line with the new value curve, reduce the land , building cost, the creation of alternative transport, building the town plan, eliminate price lost, obstacles borders to enhance the supply of land area, and the quality of marketing staff. Successful cases of this study was to provide a little marketing of the future development of industrial areas of the units in reference to marketing strategy, but in advanced countries has been facing the old industrial areas to replace, the industrial zone in Vietnam to be a rainy day come up with contingency measures as soon as possible, do not make the same mistakes twice in order to enhance competitiveness, and sustainable business. |