A单位国产商业遥感卫星数据营销策略研究

发布时间：2018-02-15 01:04

本文关键词： 遥感卫星国产商业遥感卫星数据商业化营销策略　出处：《北京工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：全球高分辨率遥感卫星经过几十年的发展和应用,尤其是近几年突飞猛进的发展,逐步实现市场化、商业化和产业化。近年来我国遥感卫星技术迅速发展,遥感卫星发射数量激增,从“十一五”开始,我国就集中出台了一系列促进国产商业遥感卫星技术发展和商业化改革的政策,民用遥感卫星技术飞速发展,遥感卫星应用产业的市场准入限制逐步放宽,多元化投资主体也将被鼓励进入卫星应用产业。现阶段我国负责国产商业遥感卫星数据分发的单位为A单位,用户在向A单位购买或者申请使用国产遥感卫星数据时经常遇到数据质量差、手续繁琐、售后服务质量低等问题。我国国产商业遥感卫星数据处于商业化的初期阶段,面对已经发展较成熟的欧美遥感强国的市场竞争压力,A单位迫切需要有针对性的营销策略做指导,而A单位营销队伍成立时间短、营销人员经验不足、无有针对性的营销策略,A单位营销策略的不足极大得阻碍了我国国产商业遥感卫星数据产业的快速健康发展。本文结合法国、美国等遥感卫星强国的遥感数据商业化道路和营销策略,从A单位本身出发,对国产遥感数据商业化的市场和产品进行分析和定位,同时对A单位面临的行业竞争环境进行分析,然后对A单位自身在遥感卫星数据营销方面的优劣势进行分析,并最终尝试制定出A单位现阶段的国产商业遥感卫星数据的营销策略,为当下我国国产商业遥感卫星数据的营销工作以及营销策略的不断完善提供借鉴。
[Abstract]:The global high resolution remote sensing satellite after decades of development and application, especially the rapid development in recent years, and gradually realize the marketization, commercialization and industrialization. In recent years, the rapid development of China's satellite remote sensing technology, remote sensing satellite launch a surge in the number from 11th Five-Year began, China will focus on the introduction of a series of promotion the development of domestic commercial satellite remote sensing technology and commercial reform policy, the rapid development of civilian satellite remote sensing technology, remote sensing satellite application industry market access restrictions gradually relaxed, diversified investment will also be encouraged to enter the satellite application industry. At the present stage in our country for domestic commercial remote sensing satellite data distribution of A units, the user to A the unit purchase or for the use of domestic satellite remote sensing data often have poor data quality, cumbersome, low service quality and customer service problems. China's commercial production. The sense of satellite data in the early stage of the business, in the face of market development and mature of the remote sensing power has the pressure of competition, there is an urgent need to do A unit guidance targeted marketing strategy, marketing team and A units set up a short time, the marketing staff lack of experience, no targeted marketing strategy, A marketing unit the strategy greatly hindered China's domestic commercial remote sensing satellite data rapid and healthy development of the industry. Based on the remote sensing data of France, the road of commercialization and marketing strategy of the United States and other remote sensing satellite power, starting from the A unit itself, analysis and location of the remote sensing data of domestic commercial market and products, while the A unit faces the competitive environment of the industry is analyzed, and then the A units in remote sensing satellite data marketing analysis of the advantages and disadvantages, and finally try to make A units at this stage of the domestic business The marketing strategy of remote sensing satellite data provides a reference for the current marketing work of China's domestic commercial remote sensing satellite data and the continuous improvement of marketing strategy.

【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.5;F274

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