联系我们

论文查询结果	返回搜索

论文编号：	12206
作者编号：	2320180691
上传时间：	2020/12/15 9:57:13
中文题目：	科远智慧公司生产管理软件产品营销策略研究
英文题目：	Research on marketing Strategy of Production management software of Keyuan Intelligent Company
指导老师：	吴晓云
中文关键字：	MES；管控系统；智能化
英文关键字：	MES; Control system; intelligent
中文摘要：	近目前，工厂的自动化模式正在向信息化、智慧化转型，在互联网高速发展与全球经济化的大时代背景下。科远智慧公司的软件平台正处于机遇与挑战并存的时代，一方面互联网高速的发展，带动软件行业技术的突飞猛进，给我们提供了有利的发展条件；另一方面，软件产品的同质化现象，以及缺乏售后差异化也成为了科远智慧公司前进的阻力。科远公司的市场业务能否健康且持续的运营，关系到科远智慧公司未来发展的前景。随着工厂信息化、智能化需求越来越多，且我们竞争对手的实力也在日益增加，想要增加我们的市场份额以及市场的占有率，就必须要对目前所处的市场环境进行科学理性地分析，并且有针对性地进行营销策略的改进和优化。 本文运用了市场营销与营销策略相关理论知识，结合作者在科远智慧公司的多年工作经验，对科远智慧公司市场业务的营销环境进行了分析。在此基础上，通过STP分析，对当前科远智慧公司的客户群体重新进行了有效的细分，根据当前公司实力和发展情况选择了理想的目标市场，继而针对所选择的目标市场进行合理的定位。接下来又进一步结合公司的营销战略，实现营销战术上的改进，通过4Ps策略的运用，从产品、价格、渠道、促销等四个方面进行优化，并从企业文化制度、人力资源、运行保障等角度为营销策略顺利的实施制定了保障措施。 由于我国软件技术实力较比外国知名厂商技术实力还有一定的差距，起步相对较晚，因此目前我们还处于积极追赶的发展状态下。目前我们国内对生产管理智能化平台的营销方面研究还比较少，以科远智慧公司为案例的也比较少见。本文结合了科远智慧公司的特色，为公司的业务的未来发展提供了有指导意义的营销策略。
英文摘要：	At present, the factory is to the transformation of information, intelligence and automation mode, the Internet rapid development and economization of the world's big background. Much wisdom company software platform is in her era of opportunities and challenges, on the one hand, the development of high-speed Internet, driving the rapid development of software industry technology, provide us with the development of the favorable conditions; On the other hand, the homogenization of software products and the lack of differentiation after sales have also become the obstacles for Keyuan Wisdom company to move forward. Whether the market business of Keyuan company can operate healthily and continuously is related to the future development prospect of Keyuan Wisdom Company. With the increasing demand of factory informatization and intelligence, and the strength of our competitors is also increasing day by day, if we want to increase our market share and market share, we must make a scientific and rational analysis of the current market environment, and improve and optimize the marketing strategy in a targeted way. Based on the theoretical knowledge related to marketing and marketing strategy and the author's years of working experience in Keyuan Wisdom Company, this paper analyzes the marketing environment of keyuan Wisdom company's marketing business. On this basis, through STP analysis, the current customer group of Keyuan Wisdom company is effectively subdivided again, the ideal target market is selected according to the current strength and development situation of the company, and then the selected target market is reasonably positioned. Next, the company further combined with the marketing strategy to achieve the improvement of marketing tactics, through the use of 4Ps strategy, from the product, price, channel, promotion and other four aspects of optimization, and from the perspective of corporate culture system, human resources, operation guarantee for the smooth implementation of marketing strategy measures. Due to the gap between China's software technology strength and that of foreign well-known manufacturers, we started relatively late, so at present we are still actively catching up in the state of development. At present, our domestic research on the marketing of intelligent production management platform is still relatively few, and the case of Keyuan Intelligent Company is also relatively rare. This paper combines the characteristics of Keyuan Wisdom Company, and provides the instructive marketing strategy for the future development of the company's business.
查看全文：	预览  下载(下载需要进行登录)