Nguyen Thi Hong Le^1,, Le thi Lan²

The main content of this study is to apply the Place Marketing theory to determinant of the Place Marketing Mix of Thanh Hoa Province; Assess the important level of the factors on the investment decision of the business FDI in Thanh Hoa Province; then propose improvement for attracting FDI in Thanh Hoa Province. This study used a combination of qualitative and quantitative research methods. Based on the inheritance of the model and scales derived from previous studies, the authors interviewed five experts who have excellent knowledge about FDI and five business representatives to adjust the scales to suit with Vietnamese conditions. The survey was conducted with 213 managers/ owners and deputy directors of FDI enterprises in Thanh Hoa province. The results of 186 valid questionnaires were the basis for quantitative analysis on the software SPSS 20.0. The results of quantitative research show that: Political & legal factors are the strongest factors that influence on the Investment decision. The rest factors as follows: Infrastructure, Availability of Resources, Customers and Market factors, Investment Promotion and Input Costs factors. Based on the results of the study, the authors also propose the Marketing Mix strategies for attracting FDI in Thanh Hoa Province.

FDI investment decision, Place Marketing theory, attracting FDI, Thanh Hoa province, Marketing Mix strategies