中小IT服务企业市场开拓策略研究

发布时间：2018-02-04 19:04

本文关键词： 中小IT服务企业市场开拓策略　出处：《安徽大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着网络技术的发展,我国IT服务业快速增长,市场空间不断增大,IT服务业已经成为我国IT产业的重要组成部分。并且,随着我国IT服务业的发展,我国IT服务厂商竞争整合并购趋势明显,外包市场将成为增长最快的细分领域；并且,随着云技术的发展,IT服务商将转型为云服务提供商,产品化的IT服务提供能力将成为未来的关注重点。IT业的快速发展带来了许多商机,也为中小IT服务也提供了更广阔的市场空间。但是,IT服务业面临的市场环境也发生了巨大变化,买方市场日趋细分和多元化,消费需求行为趋于个性化和合理化,产品均质化趋势加强,营销渠道的结构性也加强了,而且以品牌为核心的竞争扩大,营销方式也从大规模无差异向个性化定制转化。面对巨大的市场商机,中小IT服务企业由于自身存在规模小、实力弱、产品单一、管理不规范等问题,很难有效进行市场开拓,因而很难与大服务企业竞争,从而也导致了我国中小IT服务企业成长性弱,死亡率高的特点。市场开拓是一个系统工程,而客户是中小IT服务企业进行市场开拓的核心。但是,在当前中小]T服务企业市场开拓的过程中,还存在定价不合理、目标市场选择过于主观、分销渠道抵效、促销活动存在缺陷、服务人员整体服务质量不高等问题。产生这些问题的原因是多方面的,既与传统思想误区有关,也与中小IT服务企业缺乏完善的市场开拓方案、创新能力不足、企业信息化应用水平不高有关。因此,在激烈竞争的市场环境中,如何利用有效的市场开拓策略,促进中小IT服务企业的良好发展,对中小企业具有重要的意义。本论文以中小IT服务企业为研究对象,首先从市场开拓的环境分析、市场开拓的问题分析、市场开拓的策略分析三个方面,总结现有的市场开拓理论,为后续的研究提供理论依据。接着,从IT服务业发展的现状及趋势出发,分析IT服务市场的现状,总结中小IT服务业市场开拓存在的问题,并对产生这些问题的原因进行了深入分析,并对中小IT服务企业与大企业进行SWOT分析,从而分析中小服务企业的竞争力。在以上研究的基础上,从观念创新、目标市场的选择、产品策略、价格策略、促销策略、销售渠道策略、客户关系策略、产品服务策略几个方而出发,设计出中小IT、IT服务企业市场开拓的策略,以期为中小IT服务企业的市场开拓提供指导。最后,本文通过具体案例分析,增强了所设计的市场开拓策略的可行性。本文的创新点在于，一方面通过SWOT分析法,对中小IT服务企业与大企业进行了比较分析,从而为中小IT服务企业的分析提供了方法指导；另一方面,论文从观念创新、目标市场的选择、产品策略、价格策略、销售渠道策略、促销策略几个方面出发,系统的设计出中小IT服务企业市场开拓的策略,并通过具体案例分析,增强了研究的可行性,使研究结论更有说服力。
[Abstract]:With the development of network technology, the rapid growth of IT service industry in China, the increasing market space IT service industry has become an important part of our IT industry, and with the development of IT service industry in China. The trend of competition and integration of IT service manufacturers in China is obvious, and outsourcing market will become the fastest growing subdivision area. Moreover, with the development of cloud technology, IT service providers will transform into cloud service providers, the production of IT services will become the focus of attention in the future. The rapid development of IT will bring a lot of business opportunities. It also provides a broader market space for small and medium-sized IT services. However, the market environment of IT service industry has also changed dramatically, and the buyer's market is becoming more and more subdivided and diversified. Consumer demand behavior tends to be individualized and rationalized, the trend of product homogenization is strengthened, the structure of marketing channel is also strengthened, and the competition with brand as the core is expanded. In the face of huge market opportunities, small and medium-sized IT service enterprises have problems such as small scale, weak strength, single product, non-standard management and so on. It is very difficult to develop the market effectively, so it is difficult to compete with the large service enterprises, which also leads to the characteristics of weak growth and high mortality of small and medium-sized IT service enterprises in China. Market development is a system engineering, and customer is the core of small and medium-sized IT service enterprises to develop the market. However, in the process of market development of small and medium T service enterprises, pricing is not reasonable. The target market choice is too subjective, the distribution channel is effective, the promotion activity exists the flaw, the service personnel overall service quality is not high and so on. It is also related to the lack of perfect market development plan, insufficient innovation ability and low level of information application in small and medium-sized IT service enterprises. Therefore, in the fierce competition market environment. How to utilize effective market development strategy to promote the good development of small and medium-sized IT service enterprises is of great significance to small and medium-sized enterprises. In this paper, small and medium-sized IT service enterprises as the research object, first of all, from the market development environment analysis, market development problem analysis, market development strategy analysis of three aspects, summarized the existing market development theory. Then, from the current situation and trend of the development of IT service industry, this paper analyzes the current situation of IT service market, summarizes the problems in the development of small and medium-sized IT service market. And the causes of these problems are deeply analyzed, and small and medium-sized IT service enterprises and large enterprises are analyzed by SWOT to analyze the competitiveness of small and medium-sized service enterprises. On the basis of the above research. From the concept innovation, the choice of target market, product strategy, price strategy, promotion strategy, sales channel strategy, customer relationship strategy, product service strategy, design small and medium IT. The strategy of market development of IT service enterprises is expected to provide guidance for the market development of small and medium-sized IT service enterprises. Finally, through the analysis of specific cases, the feasibility of the designed strategy of market development is enhanced. The innovation of this paper lies in that, on the one hand, through SWOT analysis, the small and medium-sized IT service enterprises and large enterprises are compared and analyzed, thus providing method guidance for the analysis of small and medium-sized IT service enterprises; On the other hand, the paper from the concept innovation, the choice of target market, product strategy, price strategy, sales channel strategy, promotion strategy from several aspects. The strategy of market development of small and medium-sized IT service enterprises is designed systematically, and the feasibility of the research is enhanced by case analysis, which makes the conclusion more persuasive.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;F274

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