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论文编号：	13949
作者编号：	2320200334
上传时间：	2023/6/6 21:17:06
中文题目：	神州数码公司数字化营销策略及其实施保障研究
英文题目：	Research on Digital Marketing Strategy and Implementation Guarantee of Digital China
指导老师：	李桂华
中文关键字：	神州数码；IT分销；数字化营销策略；4D理论；STP理论
英文关键字：	Digital China, IT distribution, Digital marketing strategy, 4D theory, STP theory
中文摘要：	数字化时代是互联网时代的升级，数字化技术属于传统互联网的进化技术，《数字时代的营销战略》一书中也提到过，数字营销不仅仅是一种营销方法或者技术理论，它首先需要营销战略思维的升级，同时拥抱技术尤其是大数据等技术，而后需要建立内容平台和数字平台，最后整合这些新的工具和应用以达成更好的营销效果。这说明了现在时代已经从传统的粗放式营销到了精细化、数字化营销的阶段，我们的客户需要更深层次、定制化的服务。 基于IT分销行业来看，由于其行业特殊性，仅有代理产品销售的模式，对客户没有市场的额外附加值，IT分销公司在IT产品的整个销售链条中处于被动位置，因此业内大多数公司虽然其销售额流水很大，但是饱受低毛利、高运营风险的困扰，迫切需要转型突破。 本文以神州数码公司为研究对象，基于数字化营销、营销4D理论，通过查阅资料和市场调研，探讨分析了神州数码公司数字化营销的策略。首先，本文立足于神州数码目前的发展环境，使用PEST和SWOT分析法对神州数码数字化外部环境及营销现状的优势、劣势、机会、威胁进行分析，并通过4D理论方法指出了公司在没有实行数字化营销的问题。 其后确定了神州数码数字化营销策略需要达成提升公司规模毛利、降低经营风险、建设完备营销体系的目标，分析了数字化营销策略的前提，且以STP理论为基础分析了其市场细分、目标市场及市场定位。 再后以4D理论为主线，详细阐述分析了神州数码的数字化营销策略基于本理论下分别在聚焦客户需求、搭建大数据平台、丰富传递机制还有完善动态沟通等几方面的细节。 最后指出了神州数码数字化营销策略的实施需要分别从组织、人力、体系、企业文化与预算方面等方面做哪些保障配合。
英文摘要：	The digital era is an upgrade of the Internet era, and digital technology belongs to the evolutionary technology of the traditional Internet. As mentioned in the book "Marketing Strategy in the Digital Age", digital marketing is not just a marketing method or technical theory. It first requires an upgrade of marketing strategic thinking, while embracing technology, especially big data and other technologies, and then requires the establishment of content and digital platforms, Finally, integrate these new tools and applications to achieve better marketing results. This indicates that the current era has moved from traditional extensive marketing to a stage of refined and digital marketing, and our customers need deeper and customized services. Based on the perspective of the IT distribution industry, due to its unique nature, it only has a sales model of agency products, which does not provide additional market value to customers. IT distribution companies are in a passive position throughout the entire sales chain of IT products. Therefore, although most companies in the industry have a large sales revenue, they are plagued by low gross profit and high operational risks, and urgently need to transform and break through. This article takes Digital China Corporation as the research object, based on digital marketing and 4D marketing theory, and through literature review and market research, explores and analyzes the digital marketing strategies of Digital China Corporation. Firstly, based on the current development environment of Digital China, this article uses PEST and SWOT analysis methods to analyze the advantages, disadvantages, opportunities, and threats of digital marketing in Digital China. It also points out the problems of gross profit shrinkage, difficulty in channel construction, and operational risks that the company faced before implementing digital marketing strategies. Then it determined that Digital China's digital marketing strategy needs to achieve the goal of improving the gross profit of the company's scale, reducing business risks, and building a complete marketing system, analyzed the premise of digital marketing strategy, and analyzed its market segmentation, target market, and market positioning based on the STP theory. Based on the 4D theory as the main thread, this paper elaborates and analyzes in detail the digital marketing strategy of Digital China, focusing on customer needs, building big data platforms, enriching transmission mechanisms, and improving dynamic communication. Finally, it was pointed out that the implementation of Digital China's digital marketing strategy needs to be ensured and coordinated in terms of organization, manpower, system, corporate culture, and budget.
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