神州数码的营销策略探析
发布时间：2018-11-10 22:20
【摘要】：市场竞争是企业在市场经济中必然要面对现实状况,而企业如何在市场竞争中获得竞争优势,一直是学者们研究的对象。研究者普遍认为,企业营销能力是企业竞争力的最主要核心能力之一,是企业获利的主要能力。企业要提高营销能力,在于根据市场需求变化进行营销模式的创新,通过市场研究与分析,制定适合企业自身发展的营销战略、选取有效的目标细分市场,通过整体性的营销努力,有效运用4Ps营销工具,达到营销目标及企业持续健康发展的战略。这一系列的行动组合起来就是营销管理,在市场营销中发挥企业的管理职能,才能使市场营销变得井然有序,也才能使企业得以良性、持续、灵活发展。营销管理的主要任务是对需求进行管理,不同的需求状态决定了不同的营销模式,通过制定营销战略和营销策略、获取营销视野、建立强势品牌、根据顾客需求设计市场供应物、实现长期增长等一系列任务使企业健康持续发展。 IT行业作为具有鲜明时代特征的行业,越来越多的IT企业根据市场需求和消费者需求的变化不断地调整营销战略与营销策略以保证自己长久的生命力。但企业采用哪种营销模式以迎合市场需要的变化?在这个行业中怎样进行市场营销活动和对其营销活动进行管理?这些是值得我们关注和研究的。本文以IT行业为研究背景、以笔者所在公司——神州数码为研究对象,基于市场营销理论和文献资料为研究理论基础,对神州数码的营销策略进行调查、研究、分析,试图找出其营销策略中存在的问题,提出神州数码营销策略的改进措施和建议。本文主要分为四部分。 第一,对神州数码所处的宏观环境及微观环境进行环境分析,主要从国家政策、经济环境、IT行业分析阐述神州数码所面临的营销环境,及其本企业营销战略制定的影响。第二,本文结合相关营销理论知识,如企业的经营理念、营销战略、营销策略、STP营销理论及4Ps营销工具,分析神州数码所面临的市场需求、市场份额、客户群体等方面以及其采取的营销策略。第三,在此基础上提出了对神州数码营销模式和营销策略的改进措施和建议,如加强品牌建设、注重对新产品的开发、多种营销模式相结合、提供高水平服务等。第四是结论部分,笔者针对本文得出的结论进行总结陈述,预测了IT企业营销策略的未来研究方向以及本文的不足之处。 通过本次研究,使得笔者进一步加深了对营销理论知识的学习与理解,并能很好地将营销理论跟营销实践结合分析,对今后的营销工作具有一定指导意义。
[Abstract]:Market competition is an inevitable reality for enterprises in the market economy, and how to obtain competitive advantage in market competition has always been the object of study by scholars. The researchers generally think that the marketing ability is one of the most important core competence and the main ability of profit. In order to improve the marketing ability, the enterprise should innovate the marketing mode according to the change of market demand, make the marketing strategy suitable for the enterprise's own development through market research and analysis, and select the effective target to segment the market. Through the overall marketing efforts, the effective use of 4Ps marketing tools to achieve marketing goals and sustainable and healthy development of the strategy. The combination of this series of actions is marketing management, in order to give full play to the management function of enterprises in marketing, to make marketing become orderly, and to enable enterprises to develop healthily, continuously and flexibly. The main task of marketing management is to manage the demand. Different demand states determine different marketing models. By making marketing strategy and marketing strategy, we can obtain marketing vision and establish strong brand. A series of tasks, such as designing market supplies according to customer demand and realizing long-term growth, make the enterprise develop healthily and continuously. As an industry with distinctive characteristics of the times, more and more IT enterprises constantly adjust their marketing strategies and marketing strategies according to the changes of market demand and consumer demand in order to ensure their long-term vitality. But what marketing model does an enterprise adopt to cater for changes in market demand? How to conduct and manage the marketing activities in this industry? These are worthy of our attention and study. This article takes the IT industry as the research background, takes the author's company-Shenzhou Digital as the research object, based on the marketing theory and the literature material as the research theory foundation, carries on the investigation, the research, the analysis to the Shenzhou Digital marketing strategy, This paper tries to find out the problems existing in its marketing strategy, and puts forward the improvement measures and suggestions of its digital marketing strategy. This paper is divided into four parts. Firstly, this paper analyzes the macro and micro environment of China Digital, mainly from the aspects of national policy, economic environment and IT industry analysis, and expounds the marketing environment faced by China Digital and the influence of its marketing strategy. Second, this article combines the related marketing theory knowledge, such as the enterprise management idea, the marketing strategy, the STP marketing theory and the 4Ps marketing tool, analyzes the market demand which the Shenzhou Digital faces, the market share, Customer groups and other aspects and its adopted marketing strategy. Thirdly, on the basis of this, the paper puts forward the improvement measures and suggestions to the digital marketing model and marketing strategy of Shenzhou, such as strengthening brand construction, paying attention to the development of new products, combining various marketing models, providing high level service, and so on. The fourth part is the conclusion, the author summarizes the conclusion of this paper, predicts the future research direction of IT marketing strategy and the shortcomings of this paper. Through this research, the author has further deepened the study and understanding of marketing theory knowledge, and can well combine marketing theory with marketing practice, which has certain guiding significance for the future marketing work.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.63;F274
[Abstract]:Market competition is an inevitable reality for enterprises in the market economy, and how to obtain competitive advantage in market competition has always been the object of study by scholars. The researchers generally think that the marketing ability is one of the most important core competence and the main ability of profit. In order to improve the marketing ability, the enterprise should innovate the marketing mode according to the change of market demand, make the marketing strategy suitable for the enterprise's own development through market research and analysis, and select the effective target to segment the market. Through the overall marketing efforts, the effective use of 4Ps marketing tools to achieve marketing goals and sustainable and healthy development of the strategy. The combination of this series of actions is marketing management, in order to give full play to the management function of enterprises in marketing, to make marketing become orderly, and to enable enterprises to develop healthily, continuously and flexibly. The main task of marketing management is to manage the demand. Different demand states determine different marketing models. By making marketing strategy and marketing strategy, we can obtain marketing vision and establish strong brand. A series of tasks, such as designing market supplies according to customer demand and realizing long-term growth, make the enterprise develop healthily and continuously. As an industry with distinctive characteristics of the times, more and more IT enterprises constantly adjust their marketing strategies and marketing strategies according to the changes of market demand and consumer demand in order to ensure their long-term vitality. But what marketing model does an enterprise adopt to cater for changes in market demand? How to conduct and manage the marketing activities in this industry? These are worthy of our attention and study. This article takes the IT industry as the research background, takes the author's company-Shenzhou Digital as the research object, based on the marketing theory and the literature material as the research theory foundation, carries on the investigation, the research, the analysis to the Shenzhou Digital marketing strategy, This paper tries to find out the problems existing in its marketing strategy, and puts forward the improvement measures and suggestions of its digital marketing strategy. This paper is divided into four parts. Firstly, this paper analyzes the macro and micro environment of China Digital, mainly from the aspects of national policy, economic environment and IT industry analysis, and expounds the marketing environment faced by China Digital and the influence of its marketing strategy. Second, this article combines the related marketing theory knowledge, such as the enterprise management idea, the marketing strategy, the STP marketing theory and the 4Ps marketing tool, analyzes the market demand which the Shenzhou Digital faces, the market share, Customer groups and other aspects and its adopted marketing strategy. Thirdly, on the basis of this, the paper puts forward the improvement measures and suggestions to the digital marketing model and marketing strategy of Shenzhou, such as strengthening brand construction, paying attention to the development of new products, combining various marketing models, providing high level service, and so on. The fourth part is the conclusion, the author summarizes the conclusion of this paper, predicts the future research direction of IT marketing strategy and the shortcomings of this paper. Through this research, the author has further deepened the study and understanding of marketing theory knowledge, and can well combine marketing theory with marketing practice, which has certain guiding significance for the future marketing work.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.63;F274
【共引文献】
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