LM公司管理打印服务营销策略分析

发布时间：2018-03-01 19:04

本文关键词： 管理打印服务(MPS) 客户感知价值 7Ps 营销策略　出处：《昆明理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着当今市场的发展、变革、调整,各行各业都开始向国际化、智能化、信息化转变,并伴随着不断涌现创新理论和先进科技的充分应用。这些都已经开始全面深化影响现代人的生活、工作以及思维方式;伴随着时代的变迁,各行业的发展方向、经营思路、经营理念发生着巨大的变化。打印服务行业也无法置身于这股洪流之外。目前打印服务行业主流发展趋势有六：一、渠道扁平化；二、彩色办公普及化；三、融资租赁常态化；四、“整体解决方案”策略化；五、“全包合同”策略化；六、“远程维护”化服务；面临如此趋势,各大主流品牌厂商、经销商、系统集成商,都应该积极结合自身公司特点、客户情况迎合当今市场的发展和行业的变化采取积极有效的应对策略,把握市场先机,立于不败之地。在以上行业发展的趋势下,本文意在打印机企业为客户提供正规硬件产品满足基本办公需求的同时,还要想方设法为客户定制化一种提升顾客感知价值的新理念——MPS (Managed Print Service)管理打印服务,全文以MPS代表。因此,论文基于7Ps营销理论和客户感知价值理论,广泛查阅国内外相关文献资料,了解学科发展前沿和MPS业务发展趋势,结合打印机行业发展和LM公司MPS营销现状,对LM公司MPS营销环境进行SWOT分析,指明MPS发展战略方向,通过进行有针对性的访谈和问卷调查,深挖LM公司MPS业务现行市场营销策略中存在的突出问题,立足于提升顾客感知价值,在打印服务行业整体变革的大背景下从产品、定价、促销、渠道、促销、驻场人员、流程梳理七个方面构建全新的MPS营销体系,为LM公司MPS营销策略提供具有科学性和较强操作性的对策建议,为其提高利润、提升客户满意度等方面提供了新思路和新方法,以此提升市场核心竞争力,为其角逐众多国际竞争品牌奠定基础。同时,本文的研究对于促进打印机行业节能环保、成本节约、工作效率提升等起到了积极作用,对整个打印服务行业的健康发展起到了较好的推动作用。
[Abstract]:With the development, transformation and adjustment of today's market, various industries are beginning to change to internationalization, intelligence and information. With the continuous emergence of innovative theories and the full application of advanced science and technology, these have all begun to comprehensively affect the modern people's life, work and way of thinking; with the changes of the times, the development direction of various industries, business ideas, There are six main development trends in the printing service industry: 1, channel flattening, 2, color office popularization, 3, finance lease normalization; Fourth, "overall solution" strategy; fifth, "full package contract" strategy; sixthly, "remote maintenance" service; faced with such a trend, all major mainstream brand manufacturers, dealers, system integrators should actively combine their own company characteristics. The customer situation caters to the current market development and the industry change adopts the positive and effective response strategy, grasps the market first opportunity, is in the invincible position. The purpose of this paper is to provide regular hardware products for customers to meet the basic office needs, but also to try to customize a new concept to enhance customer perceived value-MPs managed Print Service (MPs) management printing service. Therefore, based on the 7Ps marketing theory and the customer perceived value theory, the thesis extensively consults the domestic and foreign relevant literature materials, understands the discipline development frontier and the MPS business development trend, Combined with the development of printer industry and the current situation of MPS marketing in LM Company, this paper analyzes the MPS marketing environment of LM Company by SWOT analysis, points out the strategic direction of MPS development, and carries out targeted interviews and questionnaires. Deeply dig out the outstanding problems existing in the current marketing strategy of MPS business of LM Company, based on the promotion of customer perceived value, from the product, pricing, promotion, channel, promotion, resident personnel in the background of the overall transformation of the printing service industry, The process combs seven aspects to construct the brand-new MPS marketing system, for LM company MPS marketing strategy to provide the scientific and the stronger maneuverability countermeasure suggestion, has provided the new thought and the new method for it to raise the profit, enhances the customer satisfaction and so on aspect and so on, has provided the new thought and the new method. At the same time, the research of this paper has played a positive role in promoting the printer industry energy saving, cost saving, work efficiency promotion and so on. The whole printing service industry has played a good role in promoting the healthy development.
【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】：F426.4

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