宁夏G公司IT服务业务的营销管理研究

发布时间：2018-01-15 08:44

本文关键词：宁夏G公司IT服务业务的营销管理研究　出处：《宁夏大学》2016年硕士论文　论文类型：学位论文

【摘要】：自2011至2013年,中国IT服务的市场规模分别为2090.14亿元、2520.71亿元和3041.34亿元,年增长率分别为21.1%,20.6%和20.7%。随着西北地区经济的逐步发展和用户数量的增多,该地区IT服务市场规模从2012年的94.86亿元增长到2013年的110.78亿元,年增长率16.8%。宁夏地区在信息传输、软件和信息技术服务业资产投资绝对量从2013年的12.37亿元增长到2014年的30.85亿元,年增长率150%。一个蓬勃发展的IT服务市场放在我们面前,同时越来越多的IT服务公司涌入该领域,如何在市场中分得一杯羹,也越来越值得我们这些行业从业者进行深入地思考和研究。本文通过市场营销相关理论及分析工具,首先分析了宁夏G公司IT服务业务的内外部环境,并对G公司IT服务业务的营销管理现状进行详细地分析,根据分析结果,指出了当前IT服务业务营销管理中存在的问题。通过借鉴国内外IT服务营销管理的经验,以及结合G公司现状,研究指出G公司的营销管理方向：修正营销管理理念,调整组织架构,完善营销管理制度,明确营销战略取向及定位,最后根据7P's营销理论优化宁夏G公司IT服务业务营销策略。
[Abstract]:From 2011 to 2013, the market size of IT services in China was two hundred and nine billion fourteen million yuan, two hundred and fifty-two billion seventy-one million yuan and three hundred and four billion one hundred and thirty-four million yuan, respectively, with an annual growth rate of 21.1% yuan. 20.6% and 20.7. with the gradual development of the northwest region economy and the increase of the number of users. The scale of IT service market in this area has increased from nine billion four hundred and eighty-six million yuan in 2012 to eleven billion seventy-eight million yuan in 2013, with an annual growth rate of 16.80.Ningxia is transmitting information. The absolute amount of investment in software and information technology services increased from one billion two hundred and thirty-seven million yuan in 2013 to three billion eighty-five million yuan in 2014. A burgeoning IT services market is in front of us, and more and more IT services companies are pouring into the field to get a slice of the market. It is also more and more worthy of our industry practitioners to conduct in-depth thinking and research. This paper analyzes the internal and external environment of IT service business of Ningxia G Company through marketing related theory and analysis tools. And G company IT service business marketing management status is analyzed in detail, according to the analysis results. This paper points out the problems existing in the marketing management of IT service business at present. By using the experience of IT service marketing management at home and abroad for reference, and combining with the current situation of G Company. The research points out the marketing management direction of G company: revise the marketing management idea, adjust the organization structure, perfect the marketing management system, clear the marketing strategy orientation and position. Finally, it service marketing strategy of Ningxia G Company is optimized according to 7 PPS marketing theory.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F49

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