两化融合下YH工业软件公司营销策略研究

发布时间：2018-04-01 14:43

本文选题：两化融合　切入点：工业软件　出处：《华中科技大学》2015年硕士论文

【摘要】：党中央和国务院提出的信息化和工业化深度融合(以下简称“两化融合”)的伟大战略举措,其目的就是要使我国工业制造业的技术水平进行全面提升,从而实现中华民族的伟大复兴。其中工业软件作为现代工业发展的神经中枢,其发展对于推动中国工业“两化融合”的深入进行非常重要。国内工业软件企业由于市场营销能力薄弱,企业发展不尽人意,有的甚至举步维艰。因此,如何在日趋复杂的中国工业软件市场竞争环境下,结合国产软件企业自身竞争优势,制定出适合的市场营销策略,助其发展壮大是一个非常现实的问题。本文基于现代市场营销理论的指导下,结合中国“两化融合”的发展现状和中国工业软件市场的行业特点,以YH工业软件公司(以下简称YH公司)为案例进行市场营销策略研究。针对YH公司自主研发的工业门户软件,工业数据总线软件,制造业务流程管理软件,工业主数据软件和制造决策软件5大类工业中间件产品,从市场营销环境角度进行全方位的行业市场研究分析,归纳工业软件市场的发展趋势。同时运用SWOT分析理论,对YH公司软件产品的优势,劣势,市场机遇和竞争威胁进行分析,确定YH公司的核心竞争力就是自主安全可信的国产工业中间件产品提供商。通过市场细分策略,选择出适合YH公司产品市场营销的中国离散型制造业为目标市场,把航天航空、船舶、汽车和特种装备制造业作为重点行业。并把服务营销和口碑营销策略运用到工业软件市场营销中,优化YH公司当前市场营销策略的不足,给出适合YH公司的市场营销策略组合,助力其成为具有中国特色的工业软件行业先锋。
[Abstract]:The great strategic move of the Party Central Committee and the State Council for the deep integration of information and industrialization (hereinafter referred to as "the integration of the two industries") is aimed at comprehensively upgrading the technological level of China's industrial manufacturing industry. So as to achieve the great rejuvenation of the Chinese nation. Industrial software, as the nerve center of modern industrial development, Its development is very important to promote the further development of Chinese industry. Because of the weak marketing ability of domestic industrial software enterprises, the development of enterprises is unsatisfactory, and some of them are even struggling. How to work out suitable marketing strategies in the increasingly complex competitive environment of China's industrial software market, combining with the domestic software enterprises' own competitive advantages, It is a very realistic problem to help it to develop and strengthen. Under the guidance of modern marketing theory, this paper combines the current situation of China's "integration of two industries" and the industry characteristics of China's industrial software market. Taking YH Industrial Software Company (hereinafter referred to as YH Company) as a case study on marketing strategy, aiming at the industrial portal software, industrial data bus software, manufacturing business process management software developed by YH Company, Five kinds of industrial middleware products, industrial master data software and manufacturing decision software, are studied and analyzed from the angle of marketing environment, and the development trend of industrial software market is summarized. At the same time, SWOT analysis theory is used. By analyzing the strengths, weaknesses, market opportunities and competitive threats of YH's software products, it is determined that the core competitiveness of YH Company is the independent, secure and credible domestic provider of industrial middleware products. Select the Chinese discrete manufacturing industry which is suitable for the marketing of YH products as the target market. The automobile and special equipment manufacturing industry is the key industry. The service marketing and word-of-mouth marketing strategy are applied to the industrial software marketing, the deficiency of YH company's current marketing strategy is optimized, and the marketing strategy combination suitable for YH company is given. Help to become a Chinese characteristics of the industrial software industry pioneer.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F49;F274

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