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论文编号：	11322
作者编号：	2120172926
上传时间：	2019/12/12 9:39:51
中文题目：	ICT公司财税服务产品的互联网营销策略优化研究
英文题目：	Research on Internet Marketing Strategy Optimization of Financial and Tax Service Products of ICT Company
指导老师：	张国萍
中文关键字：	互联网营销;代理记账;STP理论;社交本地移动化
英文关键字：	Internet Marketing,Accounting Agency,STP Theory,SoLoMo
中文摘要：	本文的研究背景基于中国近十年来随着科技社会的进步，社会外部环境欣欣向荣的氛围下，结合科技特别是互联网移动科技的迅猛发展，社会民众响应国家大众创业万众创新的“双创”号召，越来越多地涌向创业的环境下，分析了企业代理记账行业的互联网营销策略变革优化方向。在支持中小企业创业发展方面，国家不仅颁布了电商法为个人无实体地址经营形态背书，也逐年陆续出台并更新了代理记账行业管理办法，在制度上对企业服务行业形成规范和约束，其中特别是对记账报税领域的支持力度逐年增大。 本文剖析了智能财税行业在近四年的发展历程中，整体所面临的挑战威胁和机遇，基于ICT公司实际现况，针对性地分析了公司在互联网营销方面所面临的现实问题。借助4P、4C营销组合理论和STP理论对公司的经营现况进行了深度的分析，明确了从互联网新型营销模式角度发现的问题症结，并提出了相关的解决办法。互联网营销环境的特征要求开发产品时除了注重功能性，还需要满足消费者在社交化、本地化、移动化的SoLoMo方面的潜在需求。结合各理论与ICT 企业实际情况，分析得出的营销策略优化方案在实施过程中需要重点2个方面入手优化：一是确立以构建“平台化”模式为目标的互联网营销体系；二是ICT公司财税产品要以机器自我学习的智慧型服务为导向，稳步实行三段式发展。 以上结论对于快速发展中的、正在颠覆传统代理记账行业的互联网智能财税行业有积极作用。并对如何伴随社会发展、如何长期陪伴中小企业成长，带来了一定的启示作用。同时，营销策略都是有时代性和时代特征的，本文的局限性在于可能仅适用特定行业和当前环境氛围下的探讨，在不同的社会文化环境不同发展阶段，企业应当具体分析环境情况，选择适当的配套的营销方案，以降低企业的运营成本，满足企业战略发展的目标需求，从根本上提升公司长期、持续发展的竞争力。
英文摘要：	The research background of this paper is based on the fact that in recent ten years, with the progress of science and technology society and the flourishing external environment of society, combined with the rapid development of science and technology, especially Internet mobile technology, the public responded to the call of "double creation" of national mass entrepreneurship and innovation, and more and more people flocked to the environment of entrepreneurship. The direction of Internet marketing strategy reform and Optimization in enterprise agent bookkeeping industry is put forward. This paper analyses the challenges, threats and opportunities faced by the intelligent finance and taxation industry in the past four years. Based on the actual situation of ICT company, the paper analyses the practical problems faced by the company in Internet marketing. The characteristics of the Internet marketing environment require that the development of products not only focus on functionality, but also meet the potential needs of consumers in social, localized and mobile SoLoMo. Combining with various marketing theories and the actual situation of ICT company, the marketing strategy optimization scheme needs to be optimized in two aspects: one is to establish an Internet marketing system aiming at building a "platform" model; the other is that the financial and taxation products of ICT company should be guided by intelligent service of machine self-learning. To steadily implement three-stage development. The above conclusions have positive effects on the Internet Intelligent Finance and Taxation Industry which is developing rapidly and is subverting the traditional agent bookkeeping industry. It also brings some enlightenment to how to accompany the social development and how to accompany the growth of small and medium-sized enterprises for a long time.
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