G公司IT服务外包营销策略研究

发布时间：2018-05-09 14:09

本文选题：IT服务外包 + 市场营销　；参考：《广西大学》2015年硕士论文

【摘要】：全球经济进入二十一世纪,在移动互联网快速发展的推动下,信息化进一步向各行各业进行深入。企业信息化程度在某一方面体现企业的竞争力程度,面对专业的信息技术,许多企业将内部信息技术需求转化成外包给专业的IT服务外包公司完成。通过将企业信息技术需求转化成外包给专业的IT服务公司,一方面专业的IT服务,提高企业的工作效率和质量,另一方面对无限的信息技术需求进行量化成本控制,降低企业成本。IT服务外包已成为企业发展的趋势,在这一背景下,从1998年开始,IT服务外包行业得到快速发展。IT服务外包行业经过十几年的发展,信息技术也快速的更新,市场需求也快速变化,外包的业务模式也不断变化,对IT服务外包公司提出了相应的挑战,而对市场如何做产品创新?如何做好市场营销的战略和策略?G公司在IT服务外包行业走过了15年,一直以ITO为主要业务模式发展,现面临企业发展的困难期。ITO业务市场已进入市场的“红海”,而在开发BPO业务市场的“蓝海”能力不足。结合最前沿的市场营销理论体系,对G公司面临的市场营销环境进行分析(PEST、五力模型法、SWOT分析),对G公司IT服务外包市场营销战略选择(STP分析法)及市场营销相关策略研究(7PS等),通过以上的研究为G公司未来发展提供了新的方向和相关的理论指导。
[Abstract]:With the rapid development of mobile Internet, the global economy has entered the 21 century. The degree of enterprise informatization reflects the competitiveness of the enterprise in a certain aspect. In the face of the professional information technology, many enterprises transform the internal information technology demand into outsourcing to the professional IT service outsourcing company. By transforming enterprise information technology requirements into outsourcing to professional IT service companies, on the one hand, professional IT services will improve the efficiency and quality of enterprises, and on the other hand, the unlimited information technology needs will be quantified and cost controlled. It service outsourcing has become the trend of enterprise development. Under this background, IT service outsourcing industry has been developing rapidly since 1998. After more than ten years of development, information technology has also been rapidly updated. Market demand also changes rapidly, the business model of outsourcing is also constantly changing, it services outsourcing companies put forward the corresponding challenges, and how to do product innovation to the market? How to do well the Strategy and Strategy of Marketing? after 15 years in the IT service outsourcing industry, ITO has been the main business model development, and now facing the difficult period of enterprise development, the business market has entered the "Red Sea" of the market. And in the development of BPO business market, "Blue Sea" capacity is insufficient. Combining with the most advanced marketing theory system, This paper analyzes the marketing environment faced by G Company, analyzes the marketing strategy of IT service outsourcing in G Company by SWOT analysis, and studies the relevant marketing strategies of G Company through the above research. It provides a new direction and relevant theoretical guidance for the future development of G Company.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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