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论文编号：	12074
作者编号：	2320180333
上传时间：	2020/12/11 15:13:58
中文题目：	F科创公司市场营销策略优化
英文题目：	Marketing Strategy Optimization of F Science and Technology Innovation Company
指导老师：	张永强
中文关键字：	工业物联网;科技创新企业;4R 营销理论;创新营销渠道;技术入股合作
英文关键字：	Industrial Internet of Things;4R Marketing Perspective; Innovative Marketing Channels;Technology Equity Cooperation
中文摘要：	F公司成立于2011年,是国家高新技术企业，立足于工业物联网技术领域，核心产品是跨行业柔性工业物联平台和边缘计算技术的智能接口芯片设备。F公司的发展方向是以柔性工业物联网技术为基础，帮助中小型工业制造业进行智能数字化转型，实现全面的物联化、数据化、智能化为公司发展目标。随着“中国制造2025”到“新基建”的巨大政策红利，F公司自身业务也迅速发展起来。但由于自身科技创业企业性质和发展阶段，面临着由项目实施转型为平台服务商业模式的巨大挑战。本文运用规范性的理论研究方法，分析F公司外部的宏观经营环境，以及企业的内部核心资源，总结F公司营销战略面临的问题，通过对F公司营销策略优化进行综合性分析，提出合理化建议，帮助企业突破自身资源局限，建立与客户的长期合作，打造生态合作型的营销体系，从而保证企业长期利益和快速发展。 主要内容如下：（1）通过PEST分析模型，对产业政策、经济、社会和技术环境分析，预测产业未来的发展趋势及市场机遇。（2）透过VRIO模型对公司的核心资源状况和竞争潜力进行梳理，并分析目前面临的营销问题，提出F公司优化营销策略的必要性和目标。（3）优化F公司的目标市场选择，实施4P组合营销策略，以4R关系营销视角提出营销策略优化的建议。（4）对F公司营销策略优化和实施提出保障措施。 通过本文希望F公司可以实现科技创业企业在市场机遇期的转型突破，并在实际业务开展中起到试点示范效果，对科技创新企业合理运用4R关系营销理论建立营销策略起到启示作用。
英文摘要：	F Company is a high-tech enterprise established in 2011. Its core technology products are industrial IOT platform and intelligent interface chip. With the huge policy dividend from "made in China 2025" to "new infrastructure", F company's own business also develops rapidly. But combined with its own characteristics and development stage, it faces marketing problems. This paper hopes to put forward optimization ideas for F company's marketing strategy, help enterprises break through their own resource limitations, establish long-term cooperation with customers, and create an ecological cooperative marketing system, so as to ensure the long-term interests and rapid development of the enterprise. The main contents are as follows: (1) through PEST analysis model, the industrial policy, economic, social and technological environment are analyzed to predict the future development trend and market opportunities of the industry. (2) Through the VRIO model, this paper combs the current situation of the company's core resources and competitive potential advantages, analyzes the current marketing problems, and puts forward the necessity and goal of marketing strategy optimization of F Company. (3) Optimize the target market selection of F Company, carry out 4P combination marketing strategy implementation, and put forward marketing strategy optimization suggestions based on 4R relationship marketing perspective. (4) Put forward safeguard measures for the optimization and implementation of marketing strategy of F Company. Through this paper, we hope that F Company can realize the transformation and breakthrough of science and technology start-up enterprises in the market opportunity period, and play a pilot demonstration effect in the actual business development, and play an enlightenment role in the rational use of 4R relationship marketing theory to establish marketing strategies for scientific and technological innovation enterprises.
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