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论文编号：	11187
作者编号：	2320170547
上传时间：	2019/12/8 22:21:09
中文题目：	金泰科技公司市场营销策略与实施研究
英文题目：	Research on the Marketing Strategy and the Implementation of JT Technology Company
指导老师：	周建
中文关键字：	企业信息化； 市场营销； 营销策略
英文关键字：	Enterprise information; Marketing; Marketing strategy
中文摘要：	企业的信息化建设水平的高低成为决定企业竞争力强弱的因素之一，如果企业想在竞争当中占优，就必须在信息化建设方面投入。 首先，需要改变企业的管理模式。传统企业的组织结构臃肿、在职职工人数烦复，部门与部门之间存在信息孤岛，信息与流程运转不畅，导致企业管理者与基层职工之间沟通不充分。 其次，要减小企业成本。企业使用先进的信息技术，一方面可以让公司各部门信息通畅，沟通当中的少、错、漏，提高生产和运营效率，单位时间可以生产出更多的合格产品；另一方面，通过信息化管理的企业，可以定期汇总分析公司各项数据和指标，从而作为管理层分析决策的数据支撑，让管理层从繁杂的工作当中解脱出来，把更多的精力放在公司的发展方向和目标的研究上。 当下，国家相关部门认为企业信息化建设对企业来说是非常重要的。随着工业4.0的到来和互联网技术的发展，企业想把内部管理的井井有条、让自己的企业在市场竞争中不落下风就要通过企业信息化建设，挖掘企业内部资源。这样一来，企业的内部潜力、运营和管理各方面的水平都得到了相应的提高，最终达到提高企业经济效益和核心竞争力的目的。 基于上述背景，金泰科技作为一家民营企业，并不能像一些重要的国企信息化厂商或者地方知名大品牌信息化企业那样受到当地政府的保护与扶持，只能通过自身的积累与实力应对市场的变化并寻求在中国市场的可持续发展。本文将结合金泰科技的业务，研究探索一条适合金泰科技自身特点的行之有效的营销策略。 由于金泰科技主要业务为企业信息化方面相关业务与企业管理咨询类业务，因此，本文会同时 对金泰科技的两种业务的结合在市场中的目标市场及自身定位进行研究。同时分别从产品、价格、渠道、促销等几个领域研究了金泰科技在市场的营销策略。
英文摘要：	The level of information construction of enterprises has become one of the factors determining the strength of enterprise competitiveness. If enterprises want to dominate in the competition, they must invest in information construction. First, you need to change the management model of your business. The organizational structure of traditional enterprises is bloated, the number of working staff is arduous, there are information islands between departments and departments, and the information and processes are not functioning smoothly, resulting in insufficient communication between enterprise managers and grassroots employees. Second, we must reduce the cost of the enterprise. Enterprises using advanced information technology can make the information of all departments of the company smooth, communicate less, wrong, and leak, improve production and operation efficiency, and produce more qualified products per unit time; on the other hand, the managed enterprises can regularly analyze and analyze the company's various data and indicators through informationization, which serves as the data support for the management's analysis and decision-making, frees the management from the complicated work, and puts more energy into the company's development direction and goals. At present, the relevant state departments believe that enterprise information construction is very important for enterprises. With the advent of Industry 4.0 and the development of Internet technology, enterprises want to keep their internal management in order, so that their own enterprises do not fall in the market competition, it is necessary to explore the internal resources of enterprises through enterprise information construction. In this way, the company's internal potential, operation and management levels have been improved accordingly, and ultimately achieve the purpose of improving the company's economic efficiency and core competitiveness. Based on the above background, Jintai Technology, as a private enterprise, cannot be protected and supported by the local government like some important state-owned enterprise information manufacturers or local well-known big brand information enterprises. It can only respond to market changes through its own accumulation and strength. And seek sustainable development in the Chinese market. This article will combine Jintai Technology's business to explore and develop an effective marketing strategy that is suitable for Jintai Technology's own characteristics. Since Jintai Technology's main business is related to enterprise information and business management consulting business, this paper will also study the target market and its positioning of Jintai Technology's two businesses in the market. At the same time, it has studied the marketing strategy of Jintai Technology in the market from several fields such as product, price, channel and promotion.
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