联系我们

论文查询结果	返回搜索

论文编号：	10625
作者编号：	2120163126
上传时间：	2018/12/7 15:39:35
中文题目：	东软集团平台产品营销策略研究
英文题目：	Marketing Strategy Research on Neusoft Group Platform Innovation Products
指导老师：	薛有志
中文关键字：	东软集团;平台产品;市场分析;营销策略
英文关键字：	Neusoft Group;platform products;market analysis;market strategy
中文摘要：	软件和信息技术服务业是国民经济的基础性和战略性产业，已连续多年保持高速发展态势。平台产品是支撑软件和信息技术服务业发展的基石级产品，融合移动互联网、云计算、大数据、情景感知等最新技术，改变人民的工作、学习和生活方式，并通过支撑各行各业信息系统从而促进国民经济高效发展。目前，我国平台产品的营销较国外相比仍有较大差距，尤其在渠道生态营销方面存在明显的差异。本人把MBA学习的的市场营销组合理论，在进行认真的分析与理解的基础上，与东软平台产品的业务状况相结合，以理论联系实践，并以理论指导实践，通过研究平台产品营销策略、渠道生态策略，以及东软集团股份有限公司的营销环境和相关优劣势，提出在直销确保基本营收的基础上全面发展渠道生态，并结合人力资源、市场推广、产品定位等整合营销的策略,对于帮助东软平台产品突破瓶颈、提高竞争力、实现经营目标十分有利，也为有相似问题的同类软件企业提供业务发展思路的借鉴，同时也可以为国产平台软件的创建和业务的创新，起到一定的启示作用。 论文共分为七章，其中三、四、五、六章为论文核心章节。 第一章介绍本文的选题背景和论文意义，同时提出本文的研究方法。 第二章相关理论回顾，主要回顾本文相关概念、国内外对营销研究新进展，同时结合国内外研究现状，提出本论文的独特研究视角。 第三章对东软集团平台产品的内外营销环境进行分析，并结合平台产品的优劣势、机会威胁等进行SWOT分析。 第四章讨论东软平台产品营销的制定，运用STP理论从行业、地域对平台产品市场进行细分、进一步选择目标市场，最后结合市场和产品特征完成定位。 第五章探讨东软平台产品营销组合策略的制定，运用4P理论从产品策略、价格策略、渠道策略和促销策略出发，探讨平台产品营销组合策略。 第六章阐述东软平台产品营销策略的实施保障，从组织和人力资源、高效研发、生态渠道、管理高效信息化角度论述营销策略落地实施保障细节。 本文最后对全文进行总结。
英文摘要：	Software and information technology service industry is the basic and strategic industry of national economy and has maintained rapid development for many years. Platform products are the cornerstone products supporting the development of software and information technology service industry. By integrating the latest technologies such as mobile Internet, cloud computing, big data and situational awareness, the platform products can change people's work, study and life style, and promote the efficient development of national economy by supporting information systems in all industries. At present, the marketing of China's platform products is still far behind that of foreign countries, especially in the aspect of channel ecological marketing. My MBA study of the marketing mix theory, on the basis of serious analysis and understanding, combined with the business status of neusoft platform products, to integrate theory with practice, and with theory to guide practice, through the research platform products marketing strategy, channel ecological strategies, as well as neusoft group co., LTD., marketing environment and the relative advantages and disadvantages, put forward on the basis of direct sales to ensure basic revenue channels of comprehensive development of ecology, combining human resources, marketing, product positioning, such as integrated marketing strategy, to help neusoft platform products break through the bottleneck, enhance competitiveness and achieve business is very good, It can also serve as a reference for similar software enterprises with similar problems in business development. Meanwhile, it can also provide some inspiration for the establishment of domestic platform software and the innovation of business. The thesis is divided into seven chapters, of which three, four, five and six are the core chapters. Chapter one introduces the background and significance of this thesis, and puts forward the research methods. The second chapter reviews the relevant theories, mainly reviews the relevant concepts of this paper, the new progress of marketing research at home and abroad, and combined with the domestic and foreign research status, puts forward the unique research perspective of this paper. The third chapter analyzes the internal and external marketing environment of neusoft group's platform products, and carries out SWOT analysis based on the strengths and weaknesses, opportunities and threats of the platform products. Chapter four discusses the formulation of neusoft platform product marketing, USES STP theory to segment the platform product market from industry and region, further selects target market, and finally completes positioning by combining market and product characteristics. Chapter five discusses the formulation of neusoft platform product marketing mix strategy, and USES 4P theory to discuss the platform product marketing mix strategy from the perspective of product strategy, price strategy, channel strategy and promotion strategy. Chapter six expounds the implementation guarantee of neusoft platform product marketing strategy, and discusses the implementation guarantee details of marketing strategy from the perspectives of organization and human resources, efficient research and development, ecological channels, and efficient management informatization. At last, this paper summarizes the whole paper.
查看全文：	预览  下载(下载需要进行登录)