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论文编号：	10335
作者编号：	2220160587
上传时间：	2018/12/6 0:25:04
中文题目：	北京数智源公司市场营销策略研究
英文题目：	Research on marketing strategy of Soyuan company in Beijing
指导老师：	林润辉
中文关键字：	数智源公司;STP分析法;组合策略;保障措施
英文关键字：	Soyuan company; STP method; marketing mix strategy
中文摘要：	随着全球安全形势受到了较大的挑战和信息技术取得了较大发展，智能视频已经在促进社会安全方面发挥了比较重要的功能。然而随着我国安防市场的全面繁荣和发展，已经有不少企业开始进入到这一行业，进而使得企业面临着更加激烈的市场竞争。在当前的外部环境下，企业引入科学的市场营销策略，并且获得良好的市场份额，是类似于北京数智源公司这类安防企业促进自身发展要关注的重点所在。 所以，本文中笔者坚持把市场营销作为要研究的主要课题，在研究中把北京数智源公司当作研究对象，对该企业所处的行业开展了深入和细致的分析并分析了企业的发展现状和市场营销工作中存在的突出问题。通过针对企业的市场营销环境的分析，得出了企业市场营销的优势和劣势，面临的机遇和挑战等。同时全文中笔者还引入了STP理论、营销组合策略理论等为企业提出了全新的市场营销策略，确保了市场营销策略在企业的顺利推行。在本课题研究中，笔者还从制度、组织、文化等多个不同的视角提出了具体的保障手段，以便为市场营销策略的有效运作提供有力支持。 全文笔者引入了管理学的竞争战略和市场细分理论等，在全面推进理论分析的基础上，把案例分析和定性分析有机结合，分析了当前行业发展的基本特征，并依据北京数智源企业发展的基本情况和存在的突出问题，提出了更加有效的完善市场营销的基本战略，对本课题的研究具有十分丰富的指导性建议。同时，在全文研究中笔者坚持采取理论和实践相结合的分析思路，不仅仅只是针对战略理论开展研究，而是在全面理解市场营销策略和相关理论的基础上，详细的提出了市场营销策略的具体保障手段，以便使得本文的研究工作更加具有说服力
英文摘要：	With the continuous challenge of the world security situation and the continuous development of information technology, intelligent video plays an increasingly important role in social security. But with the prosperity of security market, more and more enterprises begin to enter the industry, thus increasing the market competition of enterprises. In this situation, taking effective marketing strategies to win more market share has become one of the key issues for security companies such as Beijing Soyuan Company to maintain their own development. Therefore, this paper takes the marketing as the research subject, and Beijing Soyuan Company as the research object. It makes a careful and detailed analysis of the company's industry, analyzes the company's current situation and marketing problems. Based on the detailed analysis of the company's marketing environment, this paper puts forward the advantages, disadvantages, opportunities and threats of the company's marketing. At the same time, this paper uses STP theory and marketing mix strategy theory to construct a new marketing strategy for it. In order to ensure the smooth implementation of marketing strategy, the author also designs safeguard measures from three aspects of organization, system and culture to support the effective operation of the marketing strategy. Based on the theory of competition strategy and market segmentation, this paper combines qualitative analysis with case analysis, grasps the characteristics of industry development, and proposes a more perfect and effective competition strategy in combination with the current situation and existing problems of Beijing Soyun’ Company. It has rich practical guiding significance. At the same time, pay attention to the combination of theory with practice, not limited to the study of competitive strategy theory, but on the basis of full understanding of competitive strategy theory, detailed design of competitive strategy implementation measures, safeguard mechanisms, etc., make the conclusions of this paper more convincing.
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