文章基本信息

标题：An Analytic Hierarchy Process Approach to Marketing Tools Selection for Science and Technology Parks
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作者：Long Nguyen Hai La ; Phuong V. Nguyen ; Toan Bao Le 等
期刊名称：SHS Web of Conferences
印刷版ISSN：2416-5182
电子版ISSN：2261-2424
出版年度：2021
卷号：92
页码：1-10
DOI：10.1051/shsconf/20219202045
语种：English
出版社：EDP Sciences
摘要：Several studies have highlighted the importance of the Science and Technology Parks (STPs) to economic development. The reputation and image of the STPs substantially contribute to the expansion of the parks, which in turn enhances the region’s innovation capacity and economic development. However, there are few, if any, studies conducted to clarify the applicable marketing techniques for the brand promotion of the STPs.Purpose of the article: This study aims to determine and select the most appropriate marketing tools to promote the brand image and the reputation of the STPs in Vietnam, especially in the case study of Quang Trung Software City.Methods: The qualitative and quantitative research methods are used to analyze data collected from 20 participants who are managers and experts working in several disciplines. Moreover, the analytic hierarchy process is implemented to find out the priority of six proposed marketing tools.Findings & Value added: The findings reveal that online and offline marketing channels should be combined to promote the brand image of the STPs effectively. This study pioneers in researching the selection of the techniques for the marketing strategies of the STPs in Vietnam; thus, it contributes to the theoretical implications and managerial practice.
关键词：science and technology parks;brand image;marketing tools;analytic hierarchy process;brand promotion