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| 论文编号： | 15853 | |
| 作者编号： | 2320233774 | |
| 上传时间： | 2025/12/10 23:45:46 | |
| 中文题目： | A科技公司物联网模块化产品的营销策略 优化研究 | |
| 英文题目： | The Marketing Strategies for Modular Internet of Things Products | |
| 指导老师： | 孟繁强 副教授 | |
| 中文关键字： | 敏捷开发；模块化设计；营销策略；科技企业 | |
| 英文关键字： | Agile Development；Modular Design；Marketing Strategy；Technology enterprise | |
| 中文摘要： | 本文研究了敏捷开发环境下物联网模块化产品的公司战略策略，以 A 科技 公司为实证案例，探索从定制化软件服务向模块化通用产品转型过程中面临的 市场挑战及应对策略。研究指出，传统的定制化交付模式在面对需求碎片化和 市场快速变化时表现出明显不足，模块化设计则以其灵活性、快速迭代能力与 较低的开发成本，为企业提供了更好的市场适配性。通过分析模块化设计对市 场定位、消费者行为和竞争格局的影响机制，本文提出了以“服务化订阅+拼装 式定价”为核心的动态营销策略。通过分析 A 科技公司内外部环境发现，其模 块化产品具备部署快、交付时效高等优势，但存在“技术特性—客户价值—商 业变现”传导链条中断等核心瓶颈，具体表现为价值共创机制失效、软硬件服 务分离运营、敏捷营销与组织适配不足等问题。 研究核心为营销策略优化方案，包括：基于模块化的动态精准市场定位与 敏捷传播；分层模块化的产品优化及双轨制需求管理；强调价值共创的客户关 系管理；“硬件+软件订阅包”的服务化创新及“拼装式”定价机制；以及需求 -开发-营销闭环的敏捷反馈机制。同时构建“产品-研发-营销”矩阵协作的组织 保障与 Scrum 结合快速实验循环的流程保障体系。研究结论表明，模块化设计 与敏捷开发显著缩短迭代周期、提升客户留存率；“服务化订阅+拼装式定价” 适配需求碎片化特征，降低客户初始投入门槛。研究存在产品标准化程度低等 局限，未来需强化数据驱动与平台化生态建设。 | |
| 英文摘要： | This paper takes A Technology Company as an empirical case to systematically study the marketing strategy of IoT modular products in the context of agile evelopment, focusing on the market challenges and response paths of enterprises during the transformation from customized software services to modular general products. Driven by industrial digitalization and the "Dual Carbon" policy, manufacturing enterprises have an urgent demand for low-cost and flexibly deployed IoT products, while the traditional customized model gradually shows limitations due to issues such as demand fragmentation, low reuse rate of R&D resources, and long iteration cycles.The study adopts the literature research method and case study method to construct a "modular design - agile development - marketing strategy" transmission mechanism. Through the analysis of A Technology Company's internal and external environments, it is found that its modular products have advantages such as fast deployment and high delivery efficiency, but there are core bottlenecks such as the interruption of the "technical characteristics - customer value - commercial realization" transmission chain, which are specifically manifested in problems such as the failure of the value co-creation mechanism, separate operation of hardware and software services, and insufficient adaptation between agile marketing and organization. The core of the study is the marketing strategy optimization plan, including: dynamic and precise market positioning and agile communication based on modularization; hierarchical modular product optimization and dual-track demand management; customer relationship management emphasizing value co-creation; service-oriented innovation of "hardware + software subscription package" and "assembled" pricing mechanism; and the agile feedback mechanism for the demand-development-marketing closed loop. At the same time, an organizational guarantee system for "product-R&D-marketing" matrix collaboration and a process guarantee system combining Scrum with rapid experiment cycles are constructed. The research conclusions show that modular design and agile development significantly shorten the iteration cycle and improve customer retention rate; "service-oriented subscription + assembled pricing" adapts to the characteristics of demand fragmentation and reduces the initial investment threshold for customers. The study has limitations such as low product standardization level, and future efforts need to strengthen data-driven and platform-based ecological construction. | |
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