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论文编号：	10983
作者编号：	2220160585
上传时间：	2019/6/14 21:50:41
中文题目：	测绘地理信息大数据产品的营销策略研究 ——以TXT公司为例
英文题目：	Research on Marketing Strategy of Geographic Information Big Data Products in Surveying and Mapping——Take TXT Company as an example
指导老师：	许晖
中文关键字：	测绘地理信息产业；大数据；营销策略；4R营销理论
英文关键字：	Surveying and mapping geographic information industry；Big data；Marketing strategy；4R marketing theory
中文摘要：	随着互联网技术的深入发展以及人们对智能生活的高度需求，人们的日常生活和工作以及出行都与地理信息密不可分，而地理信息产业的发展则与互联网的大数据同样紧密相连，甚至可以说大数据技术的深度研发与广泛应用为地理信息产业提供了充足的动力。但是在现实情况中，大数据技术的研发与应用也在一定程度上激化了地理信息产业的行业竞争。不仅出现了同质化现象比较严重的技术产品与服务，而且信息安全得不到有效的保障。因而，地理信息产业的稳健发展也受到了严重的影响。 面对大数据的应用，测绘地理信息产业同时面临着发展机遇与威胁。随着人们日常出行和工作等对地理信息的依赖程度越来越高，测绘地理信息产业对人们的生活以及经济社会各个领域都产生了不同程度的影响，反过来对也对测绘地理信息产业的发展提出了更高的要求。 论文从大数据应用对测绘地理信息产业影响的视角出发，结合营销理论与相关理论分析工具，在对国内测绘地理信息行业发展现状和行业竞争格局进行深入分析的基础上，以TXT地理信息服务企业为研究案例，对其发展历程和特点、地理信息产品营销环境以及营销现状、营销策略存在的问题进行分析，并进一步结合企业实际情况及其产品市场营销分析过程，先明确和细化公司地理信息产品市场定位，再利用4R营销理论对其地理信息产品营销策略进行有效的优化调整，最后从人才保障、技术保障、组织保障和资金保障四个方面提出相应的保障措施。 论文从大数据的应用对各个行业和产业影响的视角出发，以TXT地理信息服务企业为案例，重点研究测绘地理信息企业在面对大数据发展带来的机遇与威胁时，如何采取有效的营销模式，实施有针对性的营销策略，在充分利用发展机遇的同时，有效利用自身的优势来应对所遇到的威胁、改善自身的劣势。通过研究一方面可为测绘地理信息企业的发展提供一个有效的指导建议，另一方面也为测绘地理信息产业的规范和持续发展寻找一个良好的方向指引。
英文摘要：	With the further development of Internet technology and the high demand for intelligent life, People's Daily life and work, and travel is closely connected with the geographic information and geographic information industry development is closely connected with the large data of the Internet also, not to say the depth of the big data technology research and development and extensive application of geographic information industry provides plenty of power. However, in reality, the research and development and application of big data technology have also intensified the competition in geographic information industry to some extent. Not only the homogenization phenomenon more serious technical products and services, and information security can not be effectively guaranteed. Therefore, the steady development of geographic information industry has been seriously affected. Faced with the application of big data, the surveying and mapping geographic information industry is faced with both development opportunities and threats. As people rely more and more on geographic information for daily travel and work, surveying and mapping geographic information industry has exerted varying degrees of influence on people's life and various fields of economy and society. In turn, it has put forward higher requirements for the development of surveying and mapping geographic information industry. Papers from the big data application perspective of the impact of surveying and mapping geographic information industry, combined with marketing theory and the related theoretical analysis tools, in the surveying and mapping geographic information industry development present situation of domestic and industry on the basis of analyzing the competitive landscape in TXT case study of geographic information service enterprises, the development course and characteristics, geographic information product marketing environment and marketing present situation, the marketing strategy analysis of existing problems, and further in combination with the practical situation of businesses and products marketing analysis process, first clear and detailed geographical information products of the company market positioning, Then, the 4R marketing theory is used to effectively optimize and adjust the marketing strategy of its geographic information products. Finally, the corresponding safeguard measures are proposed from the four aspects of talent guarantee, technical guarantee, organizational guarantee and capital guarantee. Papers from the big data applications in various industries and industry influence perspective, with the examples of TXT geographic information service enterprise, focuses on surveying and mapping geographic information enterprise in the face of opportunities and threats posed by big data development, how to take effective marketing model, the implementation of targeted marketing strategy, at the same time of take full advantage of the opportunities for development, effective use of its advantages to deal with threats faced, improve their disadvantages. On the one hand, the research can provide an effective guidance for the development of surveying and mapping geographic information enterprises; on the other hand, it can also find a good direction for the standardization and sustainable development of surveying and mapping geographic information industry.
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