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论文编号：	10611
作者编号：	2120163110
上传时间：	2018/12/7 13:56:09
中文题目：	基于“互联网+”的东软集团云服务的整合营销传播策略研究
英文题目：	Research on Integrated Marketing Communication Strategy of Neusoft Cloud Service Based on Internet
指导老师：	许晖
中文关键字：	互联网+，东软集团，东软云服务，整合营销传播
英文关键字：	Internet, Neusoft, Neusoft Cloud Service, Integrated Marketing Communications
中文摘要：	东软集团作为全国领先的IT解决方案与服务供应商，深刻认识到云服务市场的重要性，提出通过提高用户黏性、降低技术创新成本、实行新的组织模式等特性打造东软云服务的竞争方式。 面对国内外优秀的厂商，进军云服务市场东软显然已经有些许滞后。但东软集团有着强大的技术能力，通过整合营销的传播方式，让股民、让客户、让国内外厂商看到东软集团云业务的成长业绩。东软将以IT为核心向多元化业务融合发展，如何让云业务板块快速占领并巩固软件服务领域的行业地位，除了技术研发能力，营销也将起着至关重要的作用。通过整合营销传播，将东软集团在云服务板块发声，巩固公司的品牌定位，在行业浪潮中博取一席之地。 本文研究的落脚点是希望通过整合营销传播的理论，在东软云服务推广过程中予以辅助和指导。借助整合营销传播理论，结合目前东软云服务的发展现状，列举了东软云服务整合营销传播的实施办法：一是建立有特色的社群营销平台，二是以官方网站为落脚点进行搜索引擎优化，三是通过事件营销增强品牌知名度。 在互联网+的大趋势下，云服务提供商面临的竞争形势已经从纯粹的技术竞争转变为品牌竞争和营销战略。东软集团云服务的整合营销传播就是协调各种形式的沟通和最佳组合的使用，针对特定目标群体，提供基本和一致的营销信息，促进沟通和沟通的系统沟通活动，最终实现业务增长和品牌整合。
英文摘要：	As the leading IT solution and service provider in the country, Neusoft Group deeply understands the importance of the cloud service market and proposes a competitive way to create Neusoft cloud services by improving user stickiness, reducing technology innovation costs, and implementing new organizational models. In the face of excellent domestic and foreign manufacturers, it is clear that there has been a slight delay in entering the cloud service market. However, Neusoft Group has strong technical capabilities, through the integration of marketing communication methods, allowing investors, customers, and domestic and foreign manufacturers to see the growth performance of Neusoft's cloud business. The core that Neusoft has always adhered to is software technology, following the development direction and social trends of technological change, constantly innovating and transforming technology, business operations, marketing, management and business models. Neusoft will integrate IT into a diversified business. How to make the cloud business segment quickly occupy and consolidate the industry position in the software service field. In addition to technology research and development capabilities, marketing will also play a vital role. Through integrated marketing communication, Neusoft Group will make a sound in the cloud service sector, consolidate the company's brand positioning, and gain a place in the industry wave. The foothold of this paper is to hope to assist and guide the Neusoft cloud service promotion process by integrating the theory of marketing communication. With the integration of marketing communication theory, combined with the current development status of Neusoft cloud services, the implementation methods of Neusoft cloud service integrated marketing communication are listed: one is to establish a characteristic social marketing platform, and the other is to use the official website as the foothold for search engine optimization. Third, enhance brand awareness through event marketing. Under the general trend of Internet, the competition situation faced by cloud service providers has changed from pure technical competition to brand competition and marketing strategy. Neusoft Group's integrated marketing communication is to coordinate various forms of communication and use of the best combination, to provide basic and consistent marketing information for specific target groups, to promote communication and communication system communication activities, and ultimately to achieve business growth and branding.
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