易时科技解决方案式营销策略设计与实施研究

发布时间：2018-04-03 19:49

本文选题：系统集成　切入点：汽车后市场　出处：《中南大学》2014年硕士论文

【摘要】：摘要：信息技术的不断创新和融合,对传统的商业模式产生很大冲击。中国汽车后市场领域的智能信息化需求不断攀升,其发展更加趋向于智能化和集成化方向。行业发展日新月异,传统的营销模式已经无法适应发展的需要,该领域内大量的信息企业面临着“营销短板”的困境。易时科技作为一家专业的管理咨询与信息技术解决方案供应商,在营销实践中不断突破传统营销模式,但在营销策略上仍然难免存在很多问题。本文试图总结易时科技的营销实践,并结合相关理论探索新的营销模式,以此突破营销困境。首先,通过梳理相关营销理论,笔者提出解决方案式营销是一种以解决方案为产品形式的营销活动,其针对客户的个性需求或潜在问题提出一体化解决方案,以实现承载各种功能的产品、技术、服务甚至是应用集成的销售。解决方案能够与客户需求动态匹配,实现与客户共创价值。其后,运用3C模型和SWOT分析,本文对易时科技营销活动做了全面的背景分析。结合分析的结果,笔者认为易时科技需要结合自身的优势,开展解决方案式营销。具体而言,易时科技应该塑造积极的营销文化、培养解决方案式营销理念、保持柔性产品理念。营销过程中,注重大客户关系,争取产品优势,维持积极沟通、服务策略和灵活的议价策略,规范解决方案式营销流程,并且进行必要的营销控制。
[Abstract]:Absrtact: the continuous innovation and integration of information technology have a great impact on the traditional business model.The demand for intelligent information in the field of automobile market in China is increasing, and its development tends to the direction of intelligence and integration.With the rapid development of the industry, the traditional marketing model has been unable to meet the needs of development. A large number of information enterprises in this field are facing the dilemma of "marketing shortboard".As a professional provider of management consulting and information technology solutions, EPS has broken through the traditional marketing model in marketing practice, but there are still many problems in marketing strategy.This paper attempts to summarize the marketing practice of Yi Shi and explore a new marketing model combined with relevant theories in order to break through the marketing dilemma.First of all, by combing the relevant marketing theory, the author puts forward that the solution marketing is a kind of marketing activity in the form of solution, which aims at the individual needs or potential problems of customers.To carry the various functions of products, technologies, services and even application integration sales.The solution can dynamically match with customer needs and achieve value creation with customers.Then, by using 3C model and SWOT analysis, this paper makes a comprehensive background analysis on the technology marketing activities of Yi Shi.Combined with the results of the analysis, the author thinks that Yi Shi needs to combine its own advantages to develop the solution marketing.In particular, the technology of Yi Shi should shape the positive marketing culture, cultivate the concept of solution marketing and keep the concept of flexible products.In the process of marketing, we should pay attention to the relation of the big customer, strive for the advantage of the product, maintain the positive communication, service strategy and flexible bargaining strategy, standardize the solution marketing process, and carry on the necessary marketing control.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F49;F274

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