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论文编号：	11115
作者编号：	2220160900
上传时间：	2019/12/7 7:34:41
中文题目：	中细软公司的营销策略研究
英文题目：	Research on Ciprun Group Marketing Strategy
指导老师：	于斌
中文关键字：	创新；知识产权；互联网+；营销策略；中细软公司
英文关键字：	innovation；intellectual property；Internet +；value；marketing；Ciprun Group
中文摘要：	中国改革开放40年，知识产权从无到有；加入WTO，知识产权保护运用上升为国家战略，我国发明专利和商标的申请量连续多年稳居世界第一，保护知识产权就是保护创新。中细软公司在2002年成立第一家“中华商标超市”，通过互联网+知识产权营销模式，实现商标网上注册、交易。创新商标极速注册产品，打响“中细软注册商标就是快”的服务理念，公司的商标申请量连续多年居全国第一。以知识产权确权保护引流，挖掘企业知识产权相关需求，形成专利、版权等知识产权保护、交易、维权、融资等全生命周期产品链。中细软以顾客为中心，解决顾客的痛点，让顾客吃到甜头，实现双赢，驱动了公司快速增长。中细软公司基于互联网+知识产权营销的理念，赢得了越来越多的市场份额，它背后成功的原因值得深入剖析研究。 本文首先对服务营销的相关理论进行了回顾，介绍了环境分析工具和营销的STP及4P理论，对知识产权的行业进行分析预测，竞争对手比较，简略总结公司的SWOT分析表，在竞争中求发展。公司专注于知识产权市场细分，以中小企业为目标市场选择，通过知识产权确权和互联网获客引流，总结分析中细软公司线上和线下营销的策略，创新系列产品，促销渠道多样，为客户提供优质优价的服务。 在归纳总结营销理论和市场竞争基础上，对中细软公司营销保障要素进行了研究。市场在从以“产品”为核心，升级到以“人”为核心，公司建立合伙人制度，把员工当客户，培养诚信、忠诚、合规的企业文化，练就一支能打胜仗“细家军”。 本文通过中细软公司营销的策略梳理研究，旨在为公司未来发展厘清思路方向，探究其成为国内一流知识产权服务企业关键因子。也希望本文能够对所有从事知识产权服务的企业有所借鉴。
英文摘要：	After 40 years of reform and opening up, China's intellectual property rights have grown from scratch; after entering WTO, the use of intellectual property protection has become a national strategy. The number of applications for invention patents and trademarks in China has been ranked first in the world for many years in a row. The protection of intellectual property rights is the protection of innovation. Ciprun Group founded the first "China Trademark supermarket" in 2002. Through the Internet + intellectual property marketing mode, trademark registration and trading are realized. We have innovated trademark registration products and launched the service concept of "Ciprun Group's trademark registration is fast". Ciprun Group's trademark application volume ranks first in China for many years in a row. With the protection and drainage of intellectual property rights, we will tap into the needs of enterprises for intellectual property rights, and form the whole life cycle product chain of intellectual property rights protection, trading, rights protection, financing and so on, including patents, copyrights and so on. Ciprun Group focuses on customers, solves customers' pain points, makes customers enjoy sweetness, realizes win-win situation, and drives the company's rapid growth. Ciprun Group has gained more and more market share based on the idea of Internet + intellectual property marketing. The reason behind its success deserves in-depth analysis. This paper first reviews the relevant theories of service marketing, introduces the environmental analysis tools and STP and 4P theories of marketing, analyzes and forecasts the industry of intellectual property, compares competitors, briefly summarizes the SWOT analysis table of the company, and strives for development in the competition. Ciprun Group focuses on the segmentation of intellectual property market, taking small and medium-sized enterprises as the target market choice, through the confirmation of intellectual property rights and the Internet to attract customers, summarizes and analyzes the online and offline marketing strategies of Ciprun Group, innovates a series of products, promotes various channels, and provides customers with high quality and price services. On the basis of summarizing marketing theory and market competition, this paper studies the marketing guarantee elements of Ciprun Group. The market is upgrading from "products" as the core to "people" as the core. Ciprun Group has established a partnership system to treat employees as customers, cultivate a corporate culture of integrity, loyalty and compliance, and cultivate a "fine Ciprun army". Through the research of Ciprun Group's marketing strategy, this paper aims to clarify the direction of thinking for the company's future development and explore the key factors for it to become a first-class intellectual property service enterprise in China. I also hope that this paper can be used for reference to all enterprises engaged in intellectual property services.
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