Drive Headquarter into the Economic Engine of Beijing(II)
|
| 5/31/2005 1:1:0 Beijing CBD |
|
Beijing CBD: Many local districts assert the headquarter economy, like CBD, Financial Street, Zhongguancun, Fengtai Headquarter Base among others. What do you think of their relations, rivals or complementary partners? What kind of differential operation strategy can reduce the cost and make gains for all?
Zhao: At present, the competition is the keynote, primarily due to the similar and ambiguous definitions of the headquarter economy of the competing districts with similar targets of industries and functions. As a result, it is hard for any one to grow strong due to the fierce competition and great cost. Therefore, it is efficient and reasonable to position the functions based on ti'slocal industry base and environment to avoid malicious competition. My study shows that the few competing districts of Beijing can all be built into the headquarter bases of great concentration effect and unique features on the strength of reasonable positioning. CBD is ideal as a comprehensive business area emphasized on international financial service and media. Zhongguancun can be the headquarter group of companies engaged in IT, R&D, technologies, in pursuit of innovation and speed. Longtaihu is the home of the sports company headquarters. Shunyi can develop into the business area of logistics and courier services on the strength of the airport resources. The Financial Street is a typical financial area. Fengtai Headquarter Base is ideal for the manufacturing headquarters. With clear-cut positioning, the headquarter bases can all make gains via complementary functioning.
Beijing CBD: What is the cornerstone of the wholesome and orderly industry arena, regulatory plan, or the market?
Zhao: The scientific plan can avoid over competition in certain degree. Take the above districts as an example, all attract headquarters by preferential policies. The struggle for the headquarter resources is the normal competition among different stakeholders in the open market, and is beneficial within certain restrictions. However, the lack of macro planning of the headquarter economy will lead to over competition, thus impairing the concentration effect of Beijing, even leading to the great resource waste. <BR> On the other hand, the government plan shall be oriented to the market in an effort to create the market guidance via reasonable instruction, break-down functions and roles and the preferential business environment, and then optimize the resource structure, industry structure and the market structure. Instead, the rigid restriction will not do even with a good excuse.
Beijing CBD: As the industry group is an effective organizing model of the modern industry, what kind of industry groups can Beijing cultivate? What is the significance to the headquarter economy of CBD?
Zhao: It is just what we are studying about. We used to define the concept of the industry group narrowly as mere manufacturing industry group, i.e. the physically associated sectors. However, in a brooder sense, the industry group covers the groups of headquarter functions and the service industry group. In Beijing, particularly in CBD, it is ideal to develop the service industry group. The manufacturing headquarters entail more functions and services, including the financial organizations and intermediaries in evaluation, planning, lawyers, accountants, ads, media and exhibition, which can create the industry chain in between. The theoretical expansion can facilitate our conscious guidance of the service industry group.
Beijing CBD: At present, CBD in Beijing has forged a regional brand, what is the function of the brand to the headquarter economy? City operation is a modern concept, what kind of the marketing model does CBD need?
Zhao: Many multinationals locate their headquarters in Beijing, in CBD, to make use of the image and brand of CBD. In this way, the intangible assets of a region can be associated with the companies and products in certain degree, that is why CBD is home to so many multinationals. Meanwhile, the rush-in of top-brand companies and the concentration effect will in turn enhance the CBD brand value. It is interactive. As to the city operation and CBD marketing, the key lies in the wholesome business environment and atmosphere, an international business platform, and which will generate the great regional brand. For instance, Chaoyang International Business Festival and friendship with the worldwide leading CBDs, the activities can positively boost the CBD brand value and the CBD marketing.
Author profile:
Zhao Hong, male, born in 1962, research fellow. dean of the headquarter economy research center of Beijing Academy of Social Science, advisor of expert advisor team of Beijing Municipal Government; primarily engaged in the study of the headquarter economy, regional economic development strategy, hi-tech industry development strategy and corporate development strategy; ever steer some 30 provincial, ministerial and enterprise research projects, win 5 provincial, municipal and institute awards, publish over 100 academic papers, the author of 6 books including "Headquarter Economy", "Knowledge Economy Calling China", "Enterprise Capital Operation Strategy and Tactic", "Modern Enterprise Business Strategy", "China Enterprise Global Operation Strategy", and "Modern Enterprise Awareness Innovation", author of some 2.6 million words of articles, ranked among "Top 100 Social Science Talents in the 21st Century of Beijing".
Personal website:
http://www.zhhe.com
Email: zohg6206@sina.com
|
|
|
