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论文编号：	13367
作者编号：	2320180482
上传时间：	2022/6/13 13:18:55
中文题目：	QAX公司网络安全系统营销策略研究
英文题目：	Research on the Marketing Strategy of the QAX Company''s Network Security
指导老师：	王学秀
中文关键字：	网络安全;环境分析;营销策略组合;市场定位
英文关键字：	Network security; Environmental analysis; Marketing strategy combination; Market positioning
中文摘要：	近年，网络安全问题和信息化一样成为社会经济发展的基础性问题。网络安全产业在经济快速发展的过程中，由于其基础保障作用，越来越受到人们的关注和重视。其中既有传统网络安全企业的迅速发展，也有大型互联网企业开始涉足网络安全市场。网络安全市场越来越受到市场的关注，并逐渐吸引大批资金注入。过去网络安全产业在IT产业中是非常小的细分市场，但是，随着各种网络安全政策的逐步完善，不断有大型投资机构、主要的企业、优秀的人才进入到这个细分市场。从而带来了网络安全市场的蓬勃发展，截止到2021年整个市场规模已经超过千亿级。 本论文从网络安全市场的背景和研究意义入手，依照公司近6年的市场营销发展过程，探寻网络安全公司如何充分利用市场营销策略促进公司的持续快速发展。通过对于公司所面对的宏观市场环境，包含政治法律层面、经济方面、社会文化层面、技术层面进行分析；继而通过微观市场环境的分析，包含供应商的议价能力、购买者的议价能力、行业内竞争者现在的竞争能力、替代品的替代能力、潜在竞争者进入的能力进行分析；再结合公司自身的优势和劣势分析，找到了公司网络安全系统市场需要改善的问题点。最终，运用细分市场定位、服务营销和营销策略组合理论，结合公司的独特的资源和市场需求，确定了公司市场定位和各种营销策略组合。 最后市场营销各种策略组合的落地实施，需要基础的保障措施进行支撑。从组织与制度、文化与人力资源、信息化保障措施等三个层面阐述了如何保障各种营销策略组合的有效实施。
英文摘要：	In recent years, network security and information technology have become the basic problems of social and economic development. In the process of rapid economic development, network security industry has attracted more and more attention because of its basic guarantee function. Among them, not only the rapid development of traditional network security enterprises, but also large Internet enterprises began to set foot in the network security market. The network security market has attracted more and more attention from the market and gradually attracted a large amount of capital injection. In the past, the network security industry was a very small market segment in the IT industry. However, with the gradual improvement of various network security policies, large investment institutions, major enterprises and excellent talents continue to enter this market segment. This has led to the vigorous development of the network security market. By 2021, the scale of the whole market has exceeded 100 billion. Starting with the background and research significance of the network security market, and according to the marketing development process of the company in recent 6 years, this paper explores how the network security company can make full use of the marketing strategy to promote the sustainable and rapid development of the company. Through the analysis of the macro market environment faced by the company, including political and legal aspects, economic aspects, social and cultural aspects and technical aspects; Then, through the analysis of micro market environment, including the bargaining power of suppliers, the bargaining power of buyers, the current competitiveness of competitors in the industry, the substitution power of substitutes and the entry ability of potential competitors; Combined with the analysis of the company's own advantages and disadvantages, the problem points that need to be improved in the company's network security system market are found. Finally, using the theory of market segmentation positioning, service marketing and marketing strategy combination, combined with the company's unique resources and market demand, the company's market positioning and various marketing strategy combinations are determined. Finally, the implementation of various marketing strategy combinations needs to be supported by basic safeguard measures. This paper expounds how to ensure the effective implementation of various marketing strategy combinations from three aspects: organization and system, culture and human resources, and information security measures.
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