The document summarizes information about Dong Feng Zhen town located in Wu Dang District of Guiyang City, Guizhou Province, China. Dong Feng Zhen has an area of approximately 73.67km2 and focuses on developing its economy, technology, and tourism. It has natural advantages like abundant rainfall and scenic areas. Currently over 2.7 million people live in the town with a population density of 366 people/km2, mainly of Han and Miao ethnicity. The town is working to develop tourism, technology, and the economy in a balanced manner and improve transportation and infrastructure to attract investment.

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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)

4. Environment
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 people
Population 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

5. technology
•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 houses
Micro dust in the area
Therefore, 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

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Tourism spot
The advocates of environmental protection
Convenient transportation and location
Favorable government policy

7. 
As acquiring many prominent natural resources,
which include Heaven Hall hole, Babel hole
A 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 volume
2) Boost reputation of our own brand

8. 矿产资源违法违规专项整治行动)
大片林地沙化,村民无法安身)

1.
Pros:
Support the aim of our company
(environmental protection)
采砂

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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

11. Dragonfly
white
shoes co.,
ltd
Local
retailer
advocates
Local
residents
tourist

12. With regard to the segmentation attractiveness, Dragonfly white shoes aims to
promote the virtue of
Environmental Protection.

13. Strategy marketing
Dragonfly white shoes
co., ltd
Local retailer
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

14. Local retailer
Local residents
• Fully
trained and
educated
tourist
• Recall for
their
sympathy
• Suffered
from
pollution

15. Local retailer
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

16. Local
retailer
tourist
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

17. Local residents
Tourist
Advocates
Forming strong customer bonds
Build a good relationship with the local residents and tourist
Interpret their living condition for local residents
Discuss more about their viewpoints in environmental protection with the
tourist
With who with the same viewpoint, retain the customers and transform
them to be advocates

18. Partnership marketing
•To create continual customer relationship with the customers with
capital, capability and potential.
•They should be with high margin, mostly the businessman.

19. 
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)

20. Recycle rope from industry
Handcraft regenerate
canvas
Recycle rubber from tyre

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