ZH公司系统集成业务在S地区营销策略研究

发布时间：2018-01-23 15:04

本文关键词： 系统集成营销策略 SWOT分析波特五力模型　出处：《昆明理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的飞速发展,信息化、智能化在人们的工作和生活当中都扮演着非常重要的角色。可以说彻底改变了人类的生活方式。而中国经济的飞速发展,国家对信息化建设也变得重视起来,信息化建设已经上升为国家战略,这给计算机信息系统集成商们提供了非常好的市场机会。繁荣的市场和丰厚利润的驱使,越来越多的IT公司加入了这个行业,使市场竞争变得越来越激烈,系统集成行业的利润变得越来越薄。本文研究的目的主要是给ZH系统集成公司一些营销方面的建议,在营销策略上有所调整,更好适应目前的营销环境。研究采用了PEST对宏观环境进行了分析,用SWOT分析了ZH公司的优势、劣势、机会和威胁。用波特五力模型分析了系统集成行业的竞争情况,同时还用了调查法了解到营销人员需要具备的素质等,用STP给出了一些营销战略上的建议,最后结合4P给出了ZH公司营销策略的建议,基本上解决了ZH公司营销中存在的问题。同时也给类似于ZH公司的中小型系统集成公司一些启发。得出了主要结论如下：ZH公司现状及政策导向给出市场定位在S地区应该把公安、教育、信访、交通、高校和医院做为目标行业客户,进行项目的跟踪。以S地区平安城市项目为例,结合4P给出营销策略的建议：1、和国内主要监控厂商建立起产品合作关系,提升为客户服务的能力。2、找准项目的关键人,获得用户支持,和监控厂商谈判的时候要有谈判技巧,压低成本,在投标报价的时候要合理报价。可以和几家大的监控厂商签订分销协议,以分销的价格去做项目。平安城市项目很多时候政府财政困难,ZH公司可以和大的系统集成商联盟,让大的系统集成商融资进入,到时候按出资比例获得收益。3、在渠道策略上要加强平安城市系统联盟建设,和上游厂家和下游的集成商保持好的合作,获取项目机会和资源,同时解决了资金、技术支持、人力成本控制,本地化服务等多种问题,以合作共赢未来。4、在促销策略上,对于有共性需求的用户,也可以通过会议营销的方式,带领客户去参观ZH公司平安城市项目的成功案例。如果政府财政预算不足,ZH公司和大的系统集成商联盟,让有实力的集成商出资,回款方式可以采用分三年或者五年分期还清,减轻政府财政压力。也可以通过网络推广宣传公司,提高公司知名度。在销售人员能力上,提高销售人员对技术的了解,提高销售人员的沟通能力和对项目的把控能力,加强对销售人员的培训,从而促成项目的成功。
[Abstract]:With the rapid development of information technology, information technology, intelligence plays a very important role in people's work and life. It can be said that completely changed the way of life of human beings, and the rapid development of China's economy. The country has also become attached importance to the construction of information, information construction has become a national strategy, which provides computer information system integrators with a very good market opportunities, prosperous market and the driving force of rich profits. More and more IT companies have joined the industry, which makes the market competition more and more fierce. The profit of system integration industry is becoming thinner and thinner. The purpose of this paper is to give ZH system integration company some marketing suggestions and adjust the marketing strategy. Better adapt to the current marketing environment. The study adopts PEST to analyze the macro environment, and uses SWOT to analyze the advantages and disadvantages of ZH company. Opportunities and threats. This paper analyzes the competitive situation of the system integration industry by using Porter's five-force model, at the same time, it uses the survey method to find out the qualities that marketers need to have, and gives some suggestions on marketing strategy with STP. Finally, combined with 4P, the paper gives the suggestion of ZH company's marketing strategy. It basically solves the problems existing in the marketing of ZH company. At the same time, it also gives some inspiration to the small and medium-sized system integration company similar to ZH company. The main conclusions are as follows:. ZH Company's current situation and policy orientation give market positioning in S region should be put by the public security. Education, letters and visits, transportation, colleges and hospitals as target industry customers, to track the project. Take the S area Ping an City Project as an example, combined with 4P to give the marketing strategy recommendations: 1. And the main domestic monitoring manufacturers to establish a product partnership, improve customer service capabilities. 2, find the key project, access to user support, and monitoring manufacturers to negotiate to have negotiation skills, reduce costs. You can sign a distribution agreement with a few big monitoring manufacturers to do the project at the price of distribution. Pingan City Project is often difficult for the government to finance. ZH company and the big system integrator alliance, let the big system integrator financing enter, then according to the contribution proportion to get the income. 3, in the channel strategy must strengthen the Ping an city system alliance construction. Maintain good cooperation with upstream manufacturers and downstream integrators to obtain project opportunities and resources, and solve a variety of problems such as funding, technical support, manpower cost control, local services, etc., in order to cooperate and win the future. 4. In the promotion strategy, for users with common needs, you can also through the way of conference marketing, leading customers to visit the success of ZH company Ping an City project. If the government budget is insufficient. ZH company and the big system integrator alliance, let the strength integrator to invest, the payback way may adopt divides three years or five years installment to pay off, reduces the government finance pressure. Also may promote the company through the network. Improve the visibility of the company. In the ability of sales personnel, improve the technical understanding of sales personnel, improve the communication skills of sales personnel and the ability to control the project, strengthen the training of sales personnel. Thus contributing to the success of the project.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.63;F274

【共引文献】