GDS公司ATM营销策略研究
发布时间：2018-08-20 07:49
【摘要】：增强企业市场地位是当前企业发展具有战略意义的选择。随着我国经济结构调整和企业集团化战略的推进,一些大公司、大集团都把发展战略的重点放在增强企业市场地位上,所以企业的营销策略的制定就显得尤为重要。 本文从经典的营销理论入手,分析了营销理论的发展,以及现代营销理论。继而,对ATM运营市场竞争、运营商盈利模式、运营进入壁垒以及我国ATM市场的特征进行了分析,为后面的营销策略提供基础。 本文对GDS公司ATM营销环境的行业发展前景、行业需求状况和行业内竞争对手进行了重点分析。 GDS公司的ATM营销依靠产品质量和产品结构等,故此,本文对GDS公司的上级公司的ATM业务、公司业务结构和公司的竞争优劣势进行了重点分析。 本文在明确GDS公司ATM产品目标市场定位的基础上,提出了品牌营销、渠道营销和客户关系营销等项策略。 本文的研究能够为ATM企业及其相关行业企业的市场地位提供可供借鉴的建议。
[Abstract]:Strengthening the market position of enterprises is a strategic choice for the development of enterprises at present. With the adjustment of economic structure and the promotion of enterprise collectivization strategy, some large companies and large groups put the emphasis of development strategy on strengthening the market position of enterprises, so the formulation of marketing strategy of enterprises is particularly important. This paper analyzes the development of marketing theory and modern marketing theory. Then, the paper analyzes the competition of ATM operation market, the profit mode of operators, the barriers to entry of operation and the characteristics of ATM market in our country, which provides the basis for the marketing strategy in the future. This paper focuses on the industry development prospects, industry demand and competitors in GDS's ATM marketing environment. The ATM marketing of GDS Company depends on product quality and product structure. In this paper, the ATM business, business structure and competitive advantages and disadvantages of the superior company of GDS Company are analyzed. On the basis of defining the target market orientation of ATM products of GDS Company, this paper puts forward some strategies such as brand marketing, channel marketing and customer relationship marketing. The research in this paper can provide suggestions for the market position of ATM enterprises and their related industries.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2
本文编号：2192925
[Abstract]:Strengthening the market position of enterprises is a strategic choice for the development of enterprises at present. With the adjustment of economic structure and the promotion of enterprise collectivization strategy, some large companies and large groups put the emphasis of development strategy on strengthening the market position of enterprises, so the formulation of marketing strategy of enterprises is particularly important. This paper analyzes the development of marketing theory and modern marketing theory. Then, the paper analyzes the competition of ATM operation market, the profit mode of operators, the barriers to entry of operation and the characteristics of ATM market in our country, which provides the basis for the marketing strategy in the future. This paper focuses on the industry development prospects, industry demand and competitors in GDS's ATM marketing environment. The ATM marketing of GDS Company depends on product quality and product structure. In this paper, the ATM business, business structure and competitive advantages and disadvantages of the superior company of GDS Company are analyzed. On the basis of defining the target market orientation of ATM products of GDS Company, this paper puts forward some strategies such as brand marketing, channel marketing and customer relationship marketing. The research in this paper can provide suggestions for the market position of ATM enterprises and their related industries.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2
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