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论文编号：	14615
作者编号：	2320213847
上传时间：	2024/6/4 19:16:27
中文题目：	LC集团数据存储产品市场营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of LC Group''''s Data Storage Products
指导老师：	李凯
中文关键字：	数据存储;目标市场;营销策略
英文关键字：	Data Storage; Target Market; Marketing Strategy
中文摘要：	随着信息技术的迅猛发展和数字化转型的加速，数据存储产品面临着日益激烈的市场竞争和技术变革。首先，全球范围内,云计算、大数据、人工智能等新技术的涌现，引发了各行各业数据量和数据类型爆发式增长。这使得企业对存储系统的性能、可靠性和安全性提出了更高的要求。其次，国际科技竞争日趋激烈，特别是中美之间的科技竞争备受关注。贸易限制措施如实体清单等的实施，对中国企业带来了新的挑战和机遇。这要求中国企业在存储产品市场上加强自主创新和技术合作，提升核心竞争力。最后，随着信创产业的快速发展，中国具备了自主研制高端存储设备的能力，但相关产业市场营销策略的研究仍相对不足。因此，通过对数据存储产品市场营销策略优化的深入研究，可以更好地把握市场动态，提高企业的竞争力，推动整个行业的健康发展。 本文包含提出问题、分析问题和解决问题三个阶段。首先通过绪论及相关理论与分析工具介绍提出问题。其次在分析问题阶段，介绍了数据存储行业的发展概述，以及LC集团数据存储业务概述。并应用PEST工具分析外部宏观环境，应用波特五力模型分析竞争环境，应用SWOT框架总结LC集团数据存储产品的优势、劣势、机遇和挑战。通过分析总结出LC集团现有营销策略存在产品差异化特性不足、定价策略单一、渠道销售驱动不足、推广方式缺乏创新等问题。最后在解决问题阶段，应用STP理论对数据存储产品进行了市场细分，明确了LC集团数据存储产品的目标市场和市场定位，提出了产品、价格、渠道和市场推广四个维度的市场营销策略提升建议。并通过人力资源、管理制度和信息技术三个方面，为建议提供实施保障。 基于以上背景，本文旨在对LC集团数据存储产品市场营销策略优化进行系统研究和分析，以期为企业在市场竞争中获取更大的利益提供理论支持和实践指导。
英文摘要：	With the rapid development of information technology and the acceleration of digital transformation, data storage products are facing increasingly fierce market competition and technological changes. First of all, the emergence of new technologies such as cloud computing, big data, and artificial intelligence on a global scale has triggered explosive growth in the amount and type of data in various industries. This makes enterprises put forward higher requirements for the performance, reliability and security of storage systems. Secondly, international scientific and technological competition is becoming increasingly fierce, especially the competition between China and the United States which has attracted much attention. The implementation of trade restrictions such as the Entity List has brought new challenges and opportunities to Chinese companies. This requires Chinese companies to strengthen independent innovation and technological cooperation in the storage product market and enhance core competitiveness. Finally, with the rapid development of the information technology innovation industry, China has the ability to independently develop high-end storage equipment, but research on marketing strategies for related industries is still relatively insufficient. Therefore, through in-depth research on the optimization of marketing strategies for data storage products, a better understanding of market dynamics can be achieved, enhancing enterprise competitiveness, and promoting the healthy development of the entire industry. This thesis encompasses three phases: problem identification, analysis, and resolution. First, the questions are raised through the introduction and overview of relevant theories and analytical tools. Secondly, in the problem analysis stage, an overview of the development of the data storage industry and an overview of LC Group's data storage business are introduced. External environments are analyzed using the PEST tool, competitive environments are assessed with Porter's Five Forces model, and the strengths, weaknesses, opportunities, and threats of the LC Group's data storage products are summarized through the SWOT framework. Through analysis, it is concluded that LC Group’s existing marketing strategy has problems such as insufficient product differentiation, single pricing strategy, insufficient channel sales drive, and lack of innovation in promotion methods. Finally, in the problem-solving stage, the STP theory was used to segment the market for data storage products, clarify the target market and market positioning of LC Group's data storage products, and propose a marketing strategy in four dimensions: product, price, place and promotion. Additionally, recommendations are supported through three aspects: human resources, management systems, and information technology. Based on the above background, this thesis aims to conduct a systematic research and analysis on the optimization of the marketing strategy of LC Group's data storage products, in order to provide theoretical support and practical guidance for enterprises to obtain greater benefits in market competition.
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