An indisputable fact is that we are already in the era of big data. Ma Yun once said that Alibaba's most valuable thing is data. In view of attracting investment, Ma Yun also gave the following suggestions: "In the past, our government's attracting investment was a preferential policy of taxation, land, three links and one leveling. In the future, enterprises will ask the government if it has the ability of big computing. Provide data and financial support? Is there a cross-border platform? Without these, future businesses will not welcome talents, and big data has become the infrastructure for attracting investment in the future. " This article helps you understand the importance of attracting investment in the era of big data and how we can use big data to attract investment.
1, case article Big data investment promotion increased by 8 times year-on-year!
20 15 a development zone has innovated investment promotion methods and carried out accurate investment promotion in the industry, with remarkable results. In the last five months, it attracted 45.97 million US dollars of contracted foreign investment, an increase of 8 times year-on-year, and all imported projects were high-end and high-quality projects.
How did they do it? The magic weapon of attracting investment in this development zone is: accurate investment. At the beginning of the year, the development zone built "big data" for enterprises in the region. Nearly 300 enterprises above designated size in this region are the first enterprises to enter "Big Data". The information entered into the database through investigation includes not only the basic information such as the scale, industry and technology of the enterprise, but also the information such as market space, industry status, development plan and cooperation intention. With these "big data", when attracting investment, you can choose the representatives of advantageous enterprises in a targeted manner, go to foreign or domestic advantageous industrial zones for industrial investment, and quickly realize information matching, so that enterprises can often "fall in love" on the spot.
In the process of attracting Asia's largest industrial production enterprise, the development zone used big data to do accurate investment promotion, built downstream industrial parks around enterprises, and successfully obtained a number of downstream foreign investment projects of enterprises. In summing up the experience, the person in charge of the development zone believes that industrial agglomeration can attract more foreign investment, labor, technology, logistics and market are all industrial attractions, and the upstream and downstream enterprises in the industrial chain cooperate with each other to make the industry grow faster.
2. Theoretical articles Why is big data a necessary condition for attracting investment?
At present, the main ways to attract investment in the development zone are knocking at the door (visiting relevant enterprises in developed areas in a targeted way), stationing investment (setting up investment liaison offices or offices in investment-intensive areas, and stationing special personnel to attract investment all the year round), promoting investment (participating in various promotion meetings purposefully and obtaining enterprise information from the meetings), attracting investment from businessmen (that is, attracting investment with entrepreneurs as the main body), attracting investment through intermediaries (through professional investment intermediary consulting institutions) and visiting chambers of commerce (visiting residences). These investment methods have their own emphases and advantages, and they have made many achievements, but they have a common problem: the resources of the excavated projects are limited and the investment direction is not clear, which leads to scattered strength and low efficiency. Because, whether it is knocking on the door to attract investment, staying at the station to attract investment, or a wider range of investment, intermediary investment, chambers of commerce, etc., the information collection of related enterprises is small and limited, and it is easily influenced by subjective preferences, which has certain blindness and pertinence, while the strength of investment personnel in development zones is limited, resulting in low success rate of investment.
3. Methods Big data accurately attracts investment. What should we do?
Development zones need to seize the development opportunities brought by the era of big data and solve the existing blind investment problems. They can try from the following three aspects:
① Establish a project library to ensure the accuracy of investment promotion.
According to the industrial orientation of the development zone, the project library should be established, and relevant international and domestic industries should be included as much as possible (statistically, the more the analysis samples converge to the crowd, the more effective the results will be, and the Internet era makes it possible to obtain the overall data). In addition to the industry category, industry scale, headquarters address, number of employees, production industry, necessary supporting facilities, upstream and downstream product chains, major consumer groups and other related data of the project itself, it is also necessary to collect Weibo, WeChat, space and other data of the project manager and even employees, and dynamically track the data.
Because, in the era of big data, correlation analysis will become crucial. The future can often be predicted by finding one or more related objects and monitoring them. Target, an American discount retailer, has applied big data association analysis to the extreme. They can know whether a person is pregnant or not through shopping, and even accurately predict the expected date of delivery, so as to send corresponding coupons to customers at every stage of pregnancy.
Similarly, by collecting and analyzing the relevant information of the project party (such as product category, product scale, number of employees, management dynamics, etc. ), you can master the relevant changes that will happen when the investment of similar enterprises changes, analyze the collected information, and then speculate on the trend of enterprises, thus providing direction for investment personnel.
(2) Record and analyze the investment promotion log to ensure the refinement of investment promotion.
Matthew? Fontaine? Murray, an American naval officer, had an insight into the great value hidden in the Unknown Log Book written by the naval captain before, and plotted the information recorded in the Log Book into a table. After integrating the data, it provides a more effective navigation route. In order to further improve the accuracy of the route, he created a standard form for recording navigation data, and asked all US naval vessels to use it at sea and submit the form after returning. Murray learned some good natural sailing routes by analyzing the collected data, which saved a lot of money for businessmen. A captain said gratefully, "I had been sailing blindly until I got your chart. Your chart really guided me." With the help of these charts, young sailors no longer need to explore and sum up their experience in person, but can get immediate guidance from thousands of experienced navigators through these charts.
Through the analysis of the logbook, Murray got an effective nautical chart, which is one of the earliest practices of big data. By the same token, in the era of big data, under the premise of obtaining information more conveniently and quickly, we should be able to record the investment promotion log and analyze the potential value of mining data through investment promotion personnel, so as to obtain more effective investment promotion methods, so that investment promotion is no longer blind and truly guide young investment promotion personnel to engage in investment promotion work faster and better.
The investment promotion log shall at least include the following three aspects:
The first is the establishment of investment files. In other words, make clear the 5W+ 1H in the process of attracting investment, that is, why (for example, why choose this project instead of other projects, why relocate this project, why it is possible to choose your development zone instead of other places, etc.). ); What (such as what type of this project is, what products are produced or what services are provided, what requirements are put forward by the other party during the project negotiation, how do you answer, etc.). ); Where (for example, where the negotiation was held, what was the negotiation environment at that time, whether the site was surveyed, where the project was located, what was the nature of the land, and whether land modification and adjustment were needed); When (for example, when is the first negotiation, the interval of visiting again and the length of each negotiation, etc.). ); Who (for example, who takes the lead in negotiating the project, who is the partner in the process, who is the representative of the project, what position, etc.). ), how (for example, how to understand the project beforehand, how to follow up afterwards, how to keep in touch afterwards, etc. ).
The second is the successful experience of attracting investment. If the project is successfully introduced, it is necessary to record what the successful experience is in the eyes of investors, know what makes the project party make a choice, and be good at understanding the real reasons behind the project party's decision.
The third is the lesson of investment failure. For projects that have not been successfully introduced, it is also necessary to record the reasons for the failure of this investment invitation, and try to classify and record them, such as distinguishing objective reasons (such as insufficient land space, insufficient preferential policies, and insufficient supporting facilities). ) from subjective reasons (such as the failure of the investment inviting party to grasp the accurate investment information and investment demand of the project party in time).
These are called data waste gas in the era of big data, and they seem worthless on the surface. If we can understand its deeper value and make clever use of it (such as classifying and summarizing the reasons for the failure of investment promotion in different industrial projects and explaining the truth with data), the investment promotion personnel will form corresponding risk expectations after learning the truth, so that they can prepare in advance and try to avoid similar problems next time, so as to continuously improve the service level of investment promotion and improve the success rate of investment promotion.
③ Clever use of data to ensure the accuracy of investment promotion.
The great value that will be released in the era of big data makes the idea and method of choosing big data no longer a choice, but an inevitable change to the future. The purpose of collecting and sorting out all kinds of information we have done is to make "data" serve the investment attraction of the development zone through analysis, so how to analyze the data is an inevitable problem to be considered.
Experian, an American credit reporting agency, has a service that can predict personal income based on personal credit card transaction records. It costs about $65,438+00 to prove a person's income, but the price of eBay's forecast results is less than $65,438+00. So sometimes, it is much cheaper to get data information through agents than to operate cumbersome procedures by yourself. Therefore, it is not necessary for each development zone to set up a special data analysis team, hire a professional big data calculator at a high price, and purchase big data collection and storage equipment. Development zones can purchase relevant data from intermediaries. Of course, with the widespread use of big data, the rise of institutional and data security-related protocols will gradually be standardized. It may not be possible to establish a project database yet, but we can start with an investment log, establish an investment file, and collect raw data for big data investment.