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论文编号：	12017
作者编号：	2320180642
上传时间：	2020/12/10 10:26:35
中文题目：	微软公司Office软件订阅制营销模式及其实施研究
英文题目：	Research on the Subscription Marketing Model and Implementation of Office Product in Microsoft
指导老师：	李桂华
中文关键字：	订阅制；营销模式；软件订阅制
英文关键字：	Subscription; Marketing Model; Software Subscription
中文摘要：	随着数字技术的飞速发展和互联网+倡议的深入推进，越来越多的企业开始进行数字化转型，从传统的一次性交易的营销模式转变成订阅制营销模式。目前，订阅制营销模式已经在流媒体、付费阅读、软件和电商等众多行业和领域得到广泛应用。 相较于传统的一次性交易模式，订阅制营销模式对于企业和用户都是一种双赢互惠的、更为先进的营销模式。一方面，企业以用户需求为中心，为用户设计并提供高质量的产品和服务，持续改善用户体验，满足用户不断升级的个性化消费需求。另一方面，企业通过订阅制营销模式，降低了用户使用产品和服务的初始付费门槛，通过不断升级产品和服务，提升客户的忠诚度和终身价值，进而获得稳定的、可预测的经常性营收。对于科技含量较高、产品更新迭代频繁的软件企业，订阅制营销模式有更好的适用性。 本研究选取微软公司进行案例分析，以微软公司的Office系列产品为研究对象，对微软公司的Office产品及其营销模式现状进行分析，研究加速Office系列产品向订阅制营销模式彻底转型的必要性和实施方法。本文通过结合STP和4P营销理论，运用SWOT和PEST分析方法，分析微软公司Office产品的市场选择和定位、营销环境和营销现状，同类产品竞争情况和产品发展面临的困境与挑战，并提出Office产品全面向订阅制营销模式转型的营销策略以及实施方法。 本研究希望通过对微软公司Office系列产品订阅制营销模式的转型研究，为中国软件企业向订阅制营销模式的转型提供一些参考。
英文摘要：	With the rapid development of digital technology and further deployment of the Internet Plus initiative, more and more enterprises have begun their digital transformation from the traditional one-off deal sales model to subscription marketing model. At present, subscription marketing model has been widely used in streaming media, paid e-reading, software, e-commerce and many other industries and fields. Compared with the traditional on-off deal sales model, subscription model is a win-win and more advanced model for both enterprises and users. On one hand, enterprises provide customer-centric and high-quality products and services, continuously improve the user experience to meet the user's evolving personalized needs. On the other hand, by leveraging subscription marketing model, enterprises reduce the initial payment threshold for users to acquire more new users, improve customer loyalty and lifetime value by keeping upgrading products and services to satisfy customer requirements and reduce churn, and eventually gain stable and predictable recurring revenue. For high tech software enterprises who need to update their product and service frequently, the subscription marketing model has better applicability. Microsoft is selected in the paper for case study. Taking Microsoft Office products as the research object, the paper focus on the analysis of the product portfolio, current sales model and channel structure of Microsoft Office, and studying the necessity and implementation method of how to accelerate the complete transformation of Office products to subscription marketing model. This paper lists Office product positioning, marketing environment, competition status, product development dilemmas and challenges, and demonstrates the necessity, strategy and implementation method to accelerate the transfer of Office subscription marketing model by utilizing STP market segmentation, 4P marketing theory, SWOT and PEST analysis models. By studying the subscription marketing model of Microsoft Office product, the subscription transformation strategy and the implementation method to accelerate the transformation, the paper is aimed to provide some reference and practical guidance for Chinese software enterprises to better and strategically develop their subscription marketing model.
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