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论文编号：	11390
作者编号：	2320170326
上传时间：	2019/12/13 17:51:29
中文题目：	VD公司数据库一体机营销策略研究
英文题目：	Marketing Strategy Research of Database Integrated Machine Product for VD corporation
指导老师：	杜建刚
中文关键字：	数据库一体机；营销策略；国产自主产品
英文关键字：	Database Integrated Machine；Marketing Strategy；Domestic Self-developed Products
中文摘要：	信息技术代表了当下最先进的生产力，在中国，信息化被确定为国家核心战略之一，但中国信息化建设长期依赖国外进口设备。2013年“棱镜门”事件，2018年中兴被美制裁事件，深刻揭示了信息技术可控的重要性。谁掌握了信息技术，谁就赢得了未来。我国开始大力推动IT国产化，以自主力量确保信息安全，这种时代背景为国内IT企业走上自主研发道路提供了良好的环境氛围。VD公司作为一家传统的IT产品代理分销商，也走上了转型之路，立足于十年的技术积累和客户资源，研发推出了VD数据库一体机。在激烈的竞争环境下，如何开展有效的营销活动，让VD数据库一体机快速占领市场，已成为亟待解决的问题。本研究旨在为VD数据库一体机的营销战略改进提供参考建议。首先，本研究首先运用PEST分析模型、波特五力分析模型和SWOT分析模型，分析了国内数据库一体机市场的宏观环境和竞争对手情况，并从价格、产品参数、品牌知名度、售后服务等多个维度将VD公司同竞争对手做了横向比较，明确了VD公司自身的优势和劣势。接着本研究以STP理论为基础，为VD公司梳理出目标市场，并通过比附定位的方法，为刚踏入数据库一体机市场的VD公司找准定位。然后，运用扬长避短的思想，在产品、定价、营销渠道和促销宣传四个方面提出来切实可行的改进策略，以发挥VD公司的核心竞争力。最后，针对提出的改进策略，本研究从组织架构、资源保障、制度建设三个方面提出了相应的保障措施。本研究得出如下结论，传统的IT代理分销企业通过转型,进行自主研发产品市场营销时，首先要正视身份角色的转变。在激烈的市场竞争下，机遇与挑战并存。在规划改进市场营销战略时，企业应站在客户的角度审视市场竞争形势，认清自身优势与劣势，找准核心竞争力，然后以客户需求为中心，以创新为导向，以差异化为手段，宣扬企业的独特价值，通过合理的市场定位和营销组合设计，建立竞争优势。最后，要认清市场营销是一个综合工程，企业要努力协调好内部关系，齐心协力实现营销目标。
英文摘要：	At present, information technology represents the most advanced productivity. In China, informatization has been identified as one of the core national strategies. However, china's information construction has long relied on imported equipment. The "prism door" incident in 2013 and the sanctioned incidents of ZTE Corporation by the United States in 2018 reveals the importance of controllable information technology. Whoever masters information technology will win the future. China has begun to promote IT localization to ensure information security with its own strength. This background provides a good environment for domestic IT enterprises to embark on independent R&D. As a traditional IT product distributor, VD corporation has also embarked on the road of transformation. Depending on technology accumulation and Customer resources of ten years, VD corporation has developed a database integrated machine product with autonomous intellectual property. In the fierce competitive environment, how to carry out effective marketing activities to make the VD database integrated machine products quickly occupy the market has become a major problem to be solved. This study aims to provide reference for the improvement of the marketing strategy of the VD database integrated machine products. Firstly, using PEST analysis model, porter's five forces analysis model and SWOT analysis model, this study analyzes the macro environment and competitors of the domestic database integrated machine market. From the perspective of customers, this study makes a horizontal comparison between VD corporation and its competitors in terms of price, product parameters, brand awareness and after-sales service to clarify the advantages and disadvantages of VD corporation. Then, based on STP theory, this study sorts out the target market for VD corporation, and through the method of comparative positioning, finds the positioning for VD corporation which have just steped into the database integrated machine market. After that, using the idea of developing strengths and avoiding weaknesses, this study puts forward feasible improvement strategies in four aspects of products, pricing, marketing channels and promotion, in order to give full play to VD corporation's core competitiveness. Finally, in view of the proposed improvement strategy, this study proposes corresponding safeguard measures from three aspects: organizational structure, resource security, and system construction. This study draws the following conclusions: When traditional IT agent distribution companies conduct marketing for independent R&D products through transformation, they must first face up to the transformation of identity roles. In the fierce market competition, opportunities and challenges coexist. When planning to improve the marketing strategy, enterprises should examine the market competition situation from the perspective of customers. After that, enterprises should find out its core competitiveness, focus on customer needs, take innovation as motive, adopt differentiation strategy, publicize the unique value of the enterprise, and establish competitive advantage by formulating a reasonable marketing mix strategy. Finally, it is necessary to recognize that marketing is a comprehensive project, and enterprises must strive to coordinate internal relations and work together to achieve marketing goals.
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