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