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论文编号：	5012
作者编号：	2220110873
上传时间：	2013/2/27 10:16:11
中文题目：	VCOM公司教育信息化产品跨地区营销体系的构建研究
英文题目：	Research on Building of Trans-regional Marketing System of Education and Information Products for VCOM Company
指导老师：	戚安邦
中文关键字：	市场营销；营销环境；营销体系；教育信息化产品
英文关键字：	Marketing; Marketing environment; Marketing system; Education informatization product
中文摘要：	国内中小型网络多媒体应用软件企业，由于财力、规模和意识的限制，通常都重技术轻营销，而研究和制定适合自身发展的市场营销策略的企业较少。许多企业的市场营销目标不明确，市场营销体系的构建也显得盲目和无序。因此，研究这类企业市场营销体系构建以及企业自身管理具有重要的意义。 VCOM公司是一家中小型民营企业，公司的主营产品是教育信息化产品。在日益激烈的市场竞争和利润率下降的紧迫形势下，VCOM公司现有的市场地域结构导致公司目前的竞争力逐渐减弱，未来发展方向不明朗，形成了制约企业发展的瓶颈。本文通过对VCOM公司的现状及特性分析，以企业营销及管理理论为基础，对VCOM公司营销策略进行了整体研究。本文共分为五个章节：第一章为绪论，介绍了论文的研究背景意义，研究内容和思路方法；第二章研究了营销管理理论和企业管理系统理论；第三章对VCOM公司跨地区营销体系的建设的独特性进行了分析，包括公司营销体系的背景及竞争力分析和公司跨地区营销体系的特性分析；第四章对VCOM公司跨地区营销体系硬件的建设方案进行了研究，提出了建设目标和内容，给出了建设方案；第五章对VCOM公司跨地区营销体系软件方面的建设进行了研究，主要包括营销体系销售管理系统建设、营销体系客户关系管理系统建设和营销体系代理商管理系统建设等三个方面。本课题研究结果对VCOM公司的营销实践活动有着重要的指导作用，同时对国内网络多媒体开发和服务商如何制定有效的市场营销体系，也具有一定的参考价值。
英文摘要：	Because of the financial resources, scale and awareness of marketing, the small and medium-sized multimedia software companies usually emphasis on technology Instead of contempt marketing in China. There are few companies research the marketing strategies for their own development. For many companies, marketing objectives are not clear, and the marketing system also appears to be blind and disorderly. Therefore, the study of building marketing system and this type of company's own management has an important significance. The company of VCOM is a small and medium-sized private enterprise, and the company's main product is education informatization product . Because the urgency of the situation in the increasingly fierce market competition and declining margins, the competitiveness of VCOM is waning, and the direction of future development is uncertain, forming a bottleneck restricting the development of the company. Based on the analysis of status and characteristics of VCOM, and considering the corporate marketing and management theory, it is studied the marketing strategy of VCOM. This thesis is divided into six chapters: the first chapter is the introduction of the research background, significance, contents, and research method. The second chapter studies the theory of marketing management and business management system theory; The third chapter analyzes the unique nature of the construction of the trans-regional marketing, including the background and competitive analysis of the company's marketing system and the characteristics of trans-regional marketing system; The fourth chapter study the construction of VCOM trans-regional marketing system, propose the building objectives, contents and the programs; The fifth chapter research the management of trans-regional marketing system, and presents a specific management plan for the project management, customer relationship management and agents management. The results of this thesis have an important role in guiding the marketing practice activities of VCOM, and also have certain reference value to network multimedia developers and service providers on how to develop effective marketing system.
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