联系我们

论文查询结果	返回搜索

论文编号：	6766
作者编号：	2120122965
上传时间：	2014/12/5 23:26:49
中文题目：	鹰图（中国）公司营销战略研究
英文题目：	Research on Marketing Strategy of Intergraph (China)
指导老师：	刘建华
中文关键字：	鹰图（中国）；智慧城市；市场营销；战略；服务组合策略
英文关键字：	Intergraph (China)；smart city；marketing；strategy；service portfolio strategy
中文摘要：	现如今，城市发展的新模式和新理念就是智慧城市，智慧城市是信息时代背景下，新式的城市化发展模式，随着时代的进步，已经逐步成为国际上新热点。在此基础上，智慧城市相关产品的营销也如火如荼的愈演愈烈，市场竞争正激烈进行中。 为了巩固和提升企业在市场上的竞争力，扩大市场份额，本文主要以鹰图（中国）公司营销实践为例，通过剖析鹰图（中国）公司所处智慧城市行业的特点，根据鹰图（中国）公司自身发展历程、主营业务和业绩，并依据相关营销理论，全面论述了鹰图（中国）公司如何在激烈的竞争环境下，依托自身实际情况，制定出合理的营销战略，从而继续保持和扩大自己的影响力和市场份额，鹰图（中国）公司为那些即将走向智慧城市领域的企业展示了一个优秀的范例，为更多走向智慧城市市场的企业进行市场营销在战略布局上起到一定的借鉴和指导作用。 全文分为六章，第一章为论文的绪论，第六章为本论文的结论，从第二章到第五章是本论文研究的重点章节。在第一章中着重介绍了论文的研究背景和意义、研究内容和方法以及论文的研究框架。第二章的相关理论回顾对论文写作过程中所用到的环境分析方法 (PEST分析、五力分析、SWOT分析)、目标市场营销理论(市场细分、目标市场选择、市场定位)和市场营销组合理论(产品组合策略、价格组合策略、服务组合策略)进行了回顾。第三章主要运用PEST分析法分析了鹰图（中国）公司的宏观环境，波特的五力模型分析了鹰图（中国）公司的竞争环境，并使用SWOT分析法分析了鹰图（中国）公司的内部环境。第四章分析了鹰图（中国）公司的市场定位、产品组合策略、价格组合策略和服务组合策略。第五章介绍了鹰图（中国）公司如何实施产品组合策略、价格组合策略、人员策略和过程策略，并介绍了鹰图（中国）公司实施营销策略的保障措施。第六章对全文所分析的鹰图（中国）公司营销策略进行了总结。 最后，由于本人营销方面的知识和实践方面的经验尚达不到炉火纯青的地步，对鹰图（中国）公司市场营销战略的分析肯定存在不够透彻之处，在日后的工作和实践中还需要多积累经验、多方面学习，努力使其更加完善。
英文摘要：	Smart City is a new concept and a new model of the current urban development， urban development model is a new information age， has become the new hot spot on an international scale urban development， China has over 200 cities began to do the smart city planning or construction. Hence， the smart city related products intensified marketing is also in full swing， the market competition is becoming fierce. In order to consolidate and enhance their competitiveness in the market， expand market share，here I take Intergraph (China) company as an example，in the article I analyzedthe characteristicsof Intergraph (China) Company in the industry of smart city industry，based on the development process of Intergraph (China)， the main business and performance，according to the relevant marketing theory，give a comprehensive discussion of how Intergraph (China) expand their influence and market share in the highly competitive environment and relying on its own actual situation. Intergraph (China) company shows an excellent examplefor those enterprises related to smart city，give them a reference and guidance. The full text is divided into six chapters, the first chapter is the introduction of the paper, the sixth chapter is the conclusion of this paper, from the second chapter to the fifth chapter is the key chapter of this paper. In the first chapter mainly introduces the research background and significance, research contents and methods and research framework of the paper. The second chapter reviews the related theory of environment analysis methods used in paper writing (PEST analysis, five forces analysis, SWOT), target marketing theory (market segmentation, target market selection, market positioning and marketing mix theory) (product combination strategy, price strategy, service strategy combination) review. The third chapter mainly uses the PEST method to analyze the Intergraph (China)'s macro environment of the company, Potter's five forces model analysis of Intergraph (China) company's competitive environment, and use SWOT analysis to analyze the Intergraph (China) company's internal environment. The fourth chapter analyzes the Intergraph (China) market positioning, the company's product portfolio strategy, price strategy and service portfolio strategy combination. The fifth chapter introduces Intergraph (China) how to implement the tactics of product combination, combination of price strategy, personnel strategy and process strategy of the company, and introduces the Intergraph (China) company's measures to ensure the implementation of marketing strategy. The sixth chapter is the summarizedanalysis of the full text of the Intergraph (China) company's marketing strategy. Finally， due to the experience limitation of my marketing knowledge and practice， the analysis is still not enough， in future work I still need more practice experience， multifaceted learning，and trying to make it more perfect.
查看全文：	预览  下载(下载需要进行登录)