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论文编号：	12491
作者编号：	2220160541
上传时间：	2021/6/13 13:58:59
中文题目：	NK公司基于政府定制软件产品的服务营销策略研究
英文题目：	Research on service marketing strategy of NK Company based on government customized software products
指导老师：	许晖
中文关键字：	服务营销组合;软件服务;软件市场;定制软件产品;7P
英文关键字：	Service marketing mix;Software service;Software market;Customized software products;7p
中文摘要：	传统定制软件公司服务在开元系统和开放的互联网软件企业的挤压下，市场规模和商机的获取变得越来越难，随着国内人力成本的提升和市场顾客对软件服务的可选范围、议价能力的提高，依靠定制软件研制的传统企业面临非常严峻的生存危机。本论文正是基于NK公司现有组织服务模式，重点在于分析这类传统软件企业在当前市场环境中所面临的问题，研究同类型企业为政府顾客提供软件服务的商业模式下如何突破。 论文基于对企业战略分析工具、服务营销组合理论及顾客满意度理论的理解和应用，认为企业要发展必定需要在市场环境中不断接受挑战，为了应对这种调账，企业必须清晰认识自身在市场中的定位，针对特定的顾客群体提供核实的产品服务，并转化思路，重视员工内部营销的重要性，围绕顾客满意度开展经营及服务工作。 论文以NK公司为例，分析定制软件产品服务企业在软件开发行业中所处的地位，讨论这类企业的特点，对其所处的市场地位进行精准定位；通过NK公司软件服务产品的营销策略和实施过程进行分析，基于PEST和SWOT综合分析营销环境和企业竞争力，利用波特五力模型，解构NK公司在行业和市场发展过程中所处的内外环境，发现公司在产品规划、市场份额、人员团队、品牌影响力、服务过程等方面存在的不足，从现象得出这些问题形成的内在原因。然后提出针对这些问题提出针对性的解决思路，由点到面的寻求突破的办法。与此同时，论文还认为企业战略的贯彻还应当辅有合适的配套保障制度，通过企业文化和制度，保证团队和员工与企业达成目标认知的共识，共同努力推动企业发展。 NK公司可以说是传统定制软件服务企业的典型，这类企业在软件行业中的占比也不少，如何通过完善服务产品、形成口碑营销、扩大市场占有率是一个极为复杂的问题。本论文的研究目的就是研究传统以定制软件研发开发的软件，企业如何在开放的市场环境中专注自身竞争力的提升，凝聚团队的战斗，通过对员工的内部营销传导到对顾客营销，将提高顾客满意度为己任。积极推动品牌建设和市场拓展策略，有效形成销售漏斗，分层对潜在顾客进行转化。按照服务营销的体系制定对应的策略，定义相应的活动成效，为探索这类企业的发展路径贡献一份力量。
英文摘要：	Under the pressure of open-source system and open Internet software enterprises, it is more and more difficult for traditional customized software companies to obtain market scale and business opportunities. With the increase of domestic labor costs and the improvement of market customers' optional range and bargaining power for software services, traditional enterprises relying on customized software development are facing a very severe survival crisis. Based on the existing organization service model of NK company, this paper focuses on the analysis of the problems faced by this kind of traditional software enterprises in the current market environment, and studies how to break through the business model of the same type of enterprises providing software services for government customers. Based on the understanding and research of enterprise strategy theory, service marketing mix theory and customer satisfaction theory, this paper holds that enterprises must constantly accept challenges in the market environment if they want to develop. In order to deal with this kind of account adjustment, enterprises must clearly understand their own positioning in the market, provide verified product services for specific customer groups, transform their ideas, and strengthen the focus on people We should focus on customer satisfaction to carry out business and service. Taking NK Company as an example, this paper analyzes the position of customized software product service enterprises in the software development industry, discusses the characteristics of such enterprises, and accurately positions their market position. Through the analysis of marketing strategy and implementation process of NK company's software service products, this paper comprehensively analyzes the marketing environment and enterprise Competitiveness Based on pest and SWOT, and uses Porter's five forces model to analyze the marketing environment and enterprise competitiveness, This paper deconstructs the internal and external environment of NK company in the process of industry and market development, finds the deficiencies in product planning, market share, personnel team, brand influence and service process, and obtains the internal causes of these problems. Then put forward to solve these problems, from point to surface to seek a breakthrough. At the same time, the paper also believes that the implementation of enterprise strategy should be supplemented by appropriate supporting security system, through cultural infection and system blessing, to ensure that the team and employees and the enterprise reach a consensus of goal cognition, and work together to promote the development of the enterprise. NK Company can be said to be a typical example of traditional customized software service enterprises, which account for a large proportion in the software industry. How to improve service products, form word-of-mouth marketing and expand market share is a very complex problem. The purpose of this paper is to study the traditional customized software development, how to focus on the promotion of their own competitiveness in the open market environment, cohesion team battle, through the internal marketing of employees to customer marketing, improve customer satisfaction as their own responsibility. Actively promote the brand building and market development strategy, effectively form the sales funnel, and transform the potential customers hierarchically. According to the system of service marketing, we should formulate corresponding strategies and define corresponding activity effects, so as to contribute to exploring the development path of such enterprises.
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