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论文编号：	4547
作者编号：	2220110483
上传时间：	2012/9/18 10:35:39
中文题目：	微软(中国)公司的营销策略研究
英文题目：	Marketing Strategy of Microsoft (China) Limited Company
指导老师：	于斌
中文关键字：	微软（中国）公司，营销战略，市场定位
英文关键字：	Microsoft’s China Corporation, Marketing strategy, Market positioning
中文摘要：	当今世界，全球已经进入了信息化时代。在个人计算机的开发应用和互联网普及的浪潮中，微软公司发挥着开创性的作用。它是世界上最成功的企业之一，企业的盈利能力与产品竞争力居全球首位，并且在新技术层出不穷的情况下仍能保持着领先地位。1992年微软在中国北京中关村设立办事处，在中国已有20年历史，微软（中国）公司的成功离不开其营销策略的顺利推广。随着我国市场经济的不断完善和发展，许多产品市场出现了供大于求的局面，企业之间的竞争亦日趋激烈。随着经济全球化、信息技术不断更新以及知识经济的发展，企业面临的运营与管理环境发生了巨大的变化，不确定因素越来越多。为了使企业在竞争中获得持续的竞争优势，许多企业界人士和学者纷纷致力于营销理念和营销模式的创新，从而使企业可以在更高层次的竞争中占据有利地位。本文立足于微软（中国）公司，针对公司的市场营销战略、具体的营销策略以及相应的实施方案进行了细致的阐述。首先，本文进行了与市场营销相关的理论研究，介绍了市场营销战略理论、关系营销的涵义与形态、品牌营销的涵义与要素等。在此基础上，本文对公司所处的信息技术行业环境、软件商业环境和内部环境进行系统分析整合，还进一步分析了微软（中国）公司的主要竞争对手。最后，本文重点提出了微软（中国）公司的营销策略选择和实施。针对营销策略选择，本文认为公司应该选择本土化战略，并且提高区域覆盖率，细化行业客户群体，加强渠道管理，发展区域合作伙伴。针对营销策略的实施，分别从关系营销、品牌营销和市场营销渠道建设三方面分别展开，通过加强与政府部门的合作，打击盗版力度，创造版权保护示范城市，依托优秀的企业文化来提升品牌形象，并与合作商维持好合作伙伴关系，以保证企业营销战略目标与具体营销目标的实现，帮助企业在市场中维持长期的竞争优势。
英文摘要：	It is information age nowadays. In the development of Internet and the application of personal computers, Microsoft played a pioneering role. It is one of the most successful companies with the highest profitability and product competitiveness in the world, and also will maintain the lead position in the case of new technologies are always emerging. Microsoft in China has a 20-year history, which was set up in Zhong Guan Chun, Beijing in 1992. It is known that the success of Microsoft cannot separate from the appropriate marketing strategy. With the continuous improvement of market economy in China, many products face the situation that supply exceeding demand in the market, resulting increasingly fierce competition. With economic globalization, information technology constantly updating, as well as the development of knowledge economy, great changes of business operation and management environment have taken place, with more and more uncertain factors. In order to gain sustainable competitive advantage in the competition, many businessmen and professors have committed to the innovation of marketing idea and marketing mode, so that enterprises can gain an advantageous position in competition at a higher level. In the set of Microsoft’s China Corporation, this thesis analyses marketing strategy and relative implementation measures. Firstly, this thesis introduces marketing theory, including Marketing Strategy Theory, definition and forms of Relationship Marketing, definition and elements of Brand Marketing. On the basis this thesis then analyzes the information technology industry environment, software commercial environment and internal environment, also the main competitors. Finally this thesis focuses on the marketing strategy selection and specific marketing implementation measures. To the marketing strategy selection, this thesis holds that Microsoft’s China Corporation should choose localization strategy, and simultaneously improving the regional coverage, refining industry customer, strengthening channel management, and developing regional partners. To the implementation, this thesis analyzes the measures from three perspectives of Relationship Marketing , Brand Marketing and marketing channel construction, including cooperation with the government, combating piracy, setting up copyright protection model city, improving brand image relying on excellent corporate culture, and maintaining the relationship with business partners, in order to guarantee the realization of enterprise marketing strategy target and specific marketing measures, finally, maintain the long-term competitive advantage in the market.
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