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论文编号：	11937
作者编号：	2120152876
上传时间：	2020/8/13 20:48:05
中文题目：	360公司政企网络安全产品营销策略研究
英文题目：	360 Technology Co. Ltd Network Security Product Marketing Strategies
指导老师：	李东进
中文关键字：	360；网络安全企业；营销策略；市场细分理论；4P营销理论
英文关键字：	360; information security enterprise; marketing strategy; market segmentation theory; 4P marketing theory
中文摘要：	随着我国信息技术的不断普及和深入，网络安全已与国家安全、经济稳定、人民衣食住行融为一体，网络安全进入了一个新时代。与过去相比，目前的技术更加发达，网络安全的形势更加复杂。2020年3月4日，中共中央政治局常委会召开会议，重点部署新的基础设施建设。2019年5G移动互联网建设启动后，重新定义了生产场景。在5G时代，互联网安全是第一步。在5G换代生产过程中，网络安全产品将直接关系到政府和企业的生产和安全场景。因此，网络安全产业自身的需求发生了质的变化，这直接关系到5G和物联网的发展。 在当前百年一遇的时机下，世界各国都开始重视网络建设，积极发展网络信息化产业，在此背景下，一些从事网络安全的公司纷纷崛起。360公司成立于2005年，是中国最大的互联网安全公司。然而，在个人互联网普及发展的社会环境下，360公司也逐渐面临着企业发展停滞的许多问题。在进入了政企市场之后，360公司虽然市场规模迅速扩大，但营销工作仍需改进。因此，如何在巨大的有利环境下，采取有效的营销手段，从而使得360公司获得更强的企业竞争力，成为了360公司当前最为紧迫的问题。笔者借助于剖析历史经典案例、相关文献的学习以及社会实践调查等诸多渠道，以360公司当前所遇问题及所采取得营销手段为出发点，运用了理论和实践融合的研究方式，对它的网络相关产品、相关服务、现阶段企业内部、外部的发展条件进行了比较细致的概述，从而深入研究企业在运营之中应当怎样做好自身定位，以及开拓外部市场，特别是对现阶段企业生存的竞争困境、营销手段开展了比较细致的阐述，力求将营销手段的理论方法引申入企业发展的实际操作领域。 本文讨论的一些主流内容在于当今社会的网络安全领域之中具有大范围的普适性，本文力求最大限度的为企业寻找当前适合自身发展的解决方法，这些解决方案是企业发展过程中积累的优秀经验和教训，具有十足的借鉴意义与实操性。
英文摘要：	With the continuous popularization and deepening of information technology in China, network security has been integrated with national security, economic stability, people's food, clothing, housing and transportation, and network security has entered a new era. Compared with the past, the current technology is more developed, and the situation and situation of network security are more complex. On March 4, 2020, at the meeting held by the Standing Committee of the Political Bureau of the CPC Central Committee, new infrastructure construction was focused. After the 5g mobile Internet construction started in 2019, the production scenario was redefined. In the age of 5g, Internet security is a must. In the process of 5g changing production, network security products will be directly related to the production and security scenarios of the government and enterprises. Therefore, the demand of the network security industry itself has changed qualitatively, which is directly related to the development of 5g and the Internet of things. In the current once-in-a-century time, all countries in the world have begun to attach importance to network construction and actively develop the network information industry. Under this background, some companies engaged in network security have risen one after another. Founded in 2005, 360 is the largest Internet security company in China. However, under the social environment of the popularization and development of personal internet, 360 company is also gradually facing many problems of stagnation of enterprise development. After entering the government-enterprise market, although the market scale of 360 Company has expanded rapidly, its marketing work still needs improvement. Therefore, how to take effective marketing measures under the huge favorable environment, so as to make 360 obtain stronger enterprise competitiveness, has become the most urgent problem for 360. Based on the analysis of historical classic cases, the study of relevant documents and the investigation of social practice, the author uses the research method of integration of theory and practice to give a detailed overview of its network-related products, related services and the internal and external development conditions of the enterprise at this stage, starting from the current problems encountered by 360 Company and the marketing methods adopted, so as to further study how the enterprise should do its own positioning in its operation. As well as opening up the external market, especially the competitive dilemma and marketing methods of the enterprise survival at the present stage are elaborated in detail, and the theoretical methods of marketing methods are tried to be extended into the practical operation field of enterprise development. Some mainstream contents discussed in this paper lie in the wide range of universality in the field of network security in today's society. This paper tries to find the most suitable solutions for the enterprise's current development. These solutions are excellent experiences and lessons accumulated in the process of enterprise development, and have full reference significance and practicality.
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