客户关系视角下的A公司中间件产品协同营销策略研究
发布时间：2018-11-22 12:44
【摘要】：国内中间件行业兴起于上世纪90年代中期，进入21世纪后，在全球中间件技术发展和国家的优惠政策的大力扶持下得到了快速发展。特别是随着国家“核高基”重大专项工作的推进和资金的陆续到位，国产基础软件尤其是国产中间件企业迎来了更好的发展机遇，整个行业正酝酿着重新洗牌的压力和动力。 A公司一个典型的中小型中间件企业，经过近十年的发展，仍然存在着国内整个行业的通病——重技术，轻营销。在将近十年的发展力，，不但没有形成品牌沉积，反而营销利润在逐年下降，显然，在面临中国快速变化的中间件市场和来自国际竞争对手的压力下，市场份额逐年减少，发展脚步变得力不从心。同时A公司建立伊始就有“建立国际一流的企业中间件整合平台”这一战略目标，现有的传统营销策略使A公司裹足不前，显然已经不能满足其发展战略的要求。 本文选择A公司这样一个代表性的中小型中间件企业，根据企业现存的营销难、市场份额小的现状，追溯产生这些现象的原因，深度分析A公司的目标客户群，根据目标客户群的特征，结合客户关系相关理论和协同营销理念，提出一个适合A公司这样的中小型中间件企业的新型协同营销模式，以期获得长期稳定的盈利，并可以推而广之，为这一类型的中间件企业提供一定的参考作用。 本文在对A公司中间件产品的市场营销策略的研究制定过程中，通过分析目标客户群，深入研究A公司的经营现状、在市场营销中的问题和问题背后的原因，进而分析公司现阶段营销策略的优势、劣势、面临的机会和威胁（SWOT分析），找到在目标、内部环境和外部环境三者之间取得动态平衡的决策，最后提出协同营销策略实施方案和保障措施。为我国中小型软件提供一定的理论借鉴作用，帮助企业了解竞争环境，提高竞争能力，采取有效的市场营销策略。期望我国本土的中间件企业能够打破了国外品牌处于主导地位的局面，在这场残酷的市场竞争中脱颖而出，从而造就一批最专业、最优秀的民族软件企业。
[Abstract]:The domestic middleware industry rose in the middle of 1990s. After entering the 21st century, with the support of the global middleware technology development and national preferential policies, it has developed rapidly. In particular, with the national "nuclear high base" major special work and funds in place, domestic basic software, especially domestic middleware enterprises ushered in better development opportunities, the whole industry is brewing the pressure and power to reshuffle. A typical small and medium-sized middleware enterprise, after nearly ten years of development, there is still a common problem of the whole domestic industry-emphasis on technology, not marketing. After nearly a decade of development, not only has the brand not been deposited, but the marketing profit has been declining year by year. Obviously, under the pressure of the rapidly changing middleware market in China and the pressure from international competitors, the market share has been decreasing year by year. The pace of development has become inadequate. At the same time, company A has the strategic goal of "establishing an international first-class enterprise middleware integration platform" from the beginning of its establishment. The existing traditional marketing strategy makes A company hold back, which obviously can not meet the requirements of its development strategy. This paper chooses A company as a representative middle and small scale middleware enterprise, according to the existing marketing difficulties and small market share of the enterprise, tracing the causes of these phenomena, in-depth analysis of A company's target customer base. According to the characteristics of the target customer group, combined with the related theory of customer relationship and cooperative marketing concept, a new cooperative marketing model suitable for small and medium-sized middleware enterprises such as company A is put forward in order to obtain long-term and stable profits. And can be generalized, for this type of middleware enterprises to provide a certain reference. In the course of researching and formulating the marketing strategy of A company's middleware products, this paper analyzes the target customer group, deeply studies the current situation of A company's operation, the problems in marketing and the reasons behind the problems. Then analyze the company's current marketing strategy strengths, weaknesses, opportunities and threats (SWOT analysis), find a dynamic balance between the objectives, internal environment and external environment, Finally, the implementation scheme and safeguard measures of cooperative marketing strategy are put forward. It can help enterprises understand the competitive environment, improve their competitive ability and adopt effective marketing strategies. It is expected that the local middleware enterprises in China can break the dominant position of foreign brands and stand out in this cruel market competition, thus creating a group of the most professional and excellent national software enterprises.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274
本文编号：2349411
[Abstract]:The domestic middleware industry rose in the middle of 1990s. After entering the 21st century, with the support of the global middleware technology development and national preferential policies, it has developed rapidly. In particular, with the national "nuclear high base" major special work and funds in place, domestic basic software, especially domestic middleware enterprises ushered in better development opportunities, the whole industry is brewing the pressure and power to reshuffle. A typical small and medium-sized middleware enterprise, after nearly ten years of development, there is still a common problem of the whole domestic industry-emphasis on technology, not marketing. After nearly a decade of development, not only has the brand not been deposited, but the marketing profit has been declining year by year. Obviously, under the pressure of the rapidly changing middleware market in China and the pressure from international competitors, the market share has been decreasing year by year. The pace of development has become inadequate. At the same time, company A has the strategic goal of "establishing an international first-class enterprise middleware integration platform" from the beginning of its establishment. The existing traditional marketing strategy makes A company hold back, which obviously can not meet the requirements of its development strategy. This paper chooses A company as a representative middle and small scale middleware enterprise, according to the existing marketing difficulties and small market share of the enterprise, tracing the causes of these phenomena, in-depth analysis of A company's target customer base. According to the characteristics of the target customer group, combined with the related theory of customer relationship and cooperative marketing concept, a new cooperative marketing model suitable for small and medium-sized middleware enterprises such as company A is put forward in order to obtain long-term and stable profits. And can be generalized, for this type of middleware enterprises to provide a certain reference. In the course of researching and formulating the marketing strategy of A company's middleware products, this paper analyzes the target customer group, deeply studies the current situation of A company's operation, the problems in marketing and the reasons behind the problems. Then analyze the company's current marketing strategy strengths, weaknesses, opportunities and threats (SWOT analysis), find a dynamic balance between the objectives, internal environment and external environment, Finally, the implementation scheme and safeguard measures of cooperative marketing strategy are put forward. It can help enterprises understand the competitive environment, improve their competitive ability and adopt effective marketing strategies. It is expected that the local middleware enterprises in China can break the dominant position of foreign brands and stand out in this cruel market competition, thus creating a group of the most professional and excellent national software enterprises.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274
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本文编号：2349411
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