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论文编号：	11917
作者编号：	2320170680
上传时间：	2020/8/10 9:50:23
中文题目：	LCY政务云服务营销策略研究
英文题目：	Research on Government Cloud Marketing Strategy of LCY
指导老师：	牛芳
中文关键字：	云计算;政务云;服务营销;销策略;
英文关键字：	Cloud computing;E-government cloud;Service marketi ng;Marketing strategy;
中文摘要：	随着云计算和大数据等技术的发展，国内智慧城市、数字政府、“互联网+政务服务”等建设正在不断快速的发展。各地政府部门为了避免发生政府信息化建设过程中出现信息孤岛、独立分散建设系统等情况，实现各部门、各单位业务数据和业务系统的互联互通，提升政府的行政效率，转变政府的行政职能，加强政府的社会治理水平，根据国务院相关文件精神和要求，加快推进各级电子政务云建设，并相继建设基于云计算的电子政务公共系统，充分利用虚拟化等云计算技术的优势，解决政府信息化建设过程中遇到的一些难点。 LCY服务集团致力于政务云建设已有十年时间，连续若干年政务云市场份额占有率稳居全国第一，不断引领政务云行业向前发展，不断推出政务云相关的新理念，行业影响力较大，公司本身很具有研究价值。随着政务云行业的日渐繁荣，竞争对手层出不穷，如何在新形势下优化政务云营销策略，确保国内领先地位，比肩国际云计算巨头，具有较强的理论价值和现实意义。 本文首先阐述了云计算时代LCY政务云业务扩大规模的研究背景与意义，对LCY政务云业务的发展现状进行了分析，指出了政务云扩规模过程中遇到的新变化，明确了政务云服务营销存在的问题。对政务云营销的宏观环境做了分析，总结了行业发展现状和趋势，分析了行业竞争情况，明确了LCY在营销过程中应当抓住自己在政府需求把握、运营服务能力和营销能力方面的优势。接下来通过STP理论对政务云市场进行了细分，确定了不同层次、不同类型的产品应对准的目标市场，得出LCY的云服务产品定位就是要让客户感受到LCY提供的是服务，建立完善的一二三线运维响应体系，提高产品附加值，在客户中树立“LCY的特色就是服务好”这样的口碑。在此基础上，根据云服务的特点，应用7Ps理论设计了政务云营销的组合策略。最后，阐述了通过优化组织人才体系，优化研发体系，优化服务运营管理体系三个方面对于政务云营销策略的保障性措施，期望LCY在未来的政务云市场竞争中能够一直保持业内领先的地位，实现政务云扩规模的目标，不断提升市场占有率。
英文摘要：	With the development of cloud computing and big data technology, the construction of smart city, digital government and Internet plus government service is developing rapidly. In order to avoid isolated information island and independent decentralized construction system in the process of government informatization construction, local government departments should realize the interconnection of business data and business system of all departments and units, improve the administrative efficiency of the government, change the administrative functions of the government, strengthen the level of social governance of the government, and accelerate the promotion according to the spirit and requirements of relevant documents of the State Council All levels of e-government cloud construction, and successively build e-government public system based on cloud computing, make full use of the advantages of cloud computing technology, such as virtualization, to solve some difficulties encountered in the process of government information construction. LCY service group has been committed to the construction of the government cloud for ten years. For several consecutive years, the market share of the government cloud ranks first in China. It continues to lead the development of the government cloud industry, and constantly promotes new concepts related to the government cloud. The industry has a great influence. The company itself has great research value. With the growing prosperity of the government cloud industry, there are endless competitors. How to optimize the government cloud marketing strategy in the new situation, to ensure the leading position in China, compared with the international cloud computing giants, has strong theoretical value and practical significance. This paper first describes the background and significance of the research on the scale expansion of LCY government cloud business in the cloud computing era, analyzes the development status of LCY government cloud business, points out the new changes encountered in the process of government cloud scale expansion, and clarifies the existing problems of government cloud service marketing. This paper analyzes the macro environment of the government cloud marketing, summarizes the current situation and trend of the industry development, analyzes the industry competition, and clarifies that LCY should seize its advantages in the aspects of government demand, operation service ability and marketing ability in the marketing process. Next, the government cloud market is subdivided by STP theory, and the target markets for different levels and types of products are determined. It is concluded that LCY's cloud service product positioning is to make customers feel that LCY provides services, establish a perfect first, second and third line operation and maintenance response system, improve product added value, and establish "LCY's characteristic is good service" among customers Word of mouth. On this basis, according to the characteristics of cloud services, the combination strategy of government cloud marketing is designed by applying 7PS theory. Finally, the paper expounds the supporting measures for the government cloud marketing strategy from three aspects: optimizing the organizational talent system, optimizing the R & D system, and optimizing the service operation management system. It is expected that LCY will always maintain the leading position in the future government cloud market competition, achieve the goal of government cloud scale expansion, and constantly improve the market share.
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