基于数据库营销的中小企业产品创新策略研究

发布时间：2018-05-20 06:20

本文选题：中小企业 + 产品创新　；参考：《哈尔滨理工大学》2015年硕士论文

【摘要】：随着改革开放逐渐的深入，我国各行行业都面临着更为激烈的市场竞争，这市场的竞争压力不仅仅来自国内相关企业，还来自国际实力更为强悍的外资企业，这些无疑加剧了企业生存与发展的难度，特别是中小企业，它们抵御强劲外资企业能力不如大型企业，这使得中小企业在新的市场环境中面临着诸多的问题和挑战。面对着来自外资企业、国内大型企业的激烈竞争，部分企业出现了模仿大企业的发展趋势。制定科学合理的产品创新对企业的发展至关重要。本文立足于特色鲜明的中小企业的发展实际，通过广泛收集、整理有关资料、文献，在数据库营销理论、产品创新理论的指导下，结合中小企业自身的特点和规律展开研究。详细介绍了我国中小企业的现状以及存在的缺陷，阐明了中小企业对国家和社会发展具有重大的作用，并对数据库营销在中小企业的产品创新方面上的实际应用情况进行分析，为中小企业能在此基础提出一个新的产品创新模式提供参考价值。通过对产品创新模型设计理念、挑战、危机这三方面进行详细阐述，来为具体进行设计提供依据。本文就以数据库营销理论为基础，设计出了符合当前大环境的产品创新模型，该模型将数据做链接，贯穿整个模型之中。然后本文就对新的产品创新模型各个模块进行详细的阐述，这些模块包括基于数据结构的数据分析、营销数据库的数据计算框架、基于数据结构的产品政策新、产品研发模型构建、创新产品的销售预测及评估，，明确了各个模块在模型中的作用以及相互之间的关系。最后为温州中小服装企业的实际情况来对本文所提出的模型进行可行性验证，来判断该模型是不是具有实际应用价值。
[Abstract]:With the deepening of reform and opening up, our banking industries are facing more intense market competition. The competitive pressure in this market comes not only from domestic related enterprises, but also from more powerful foreign-funded enterprises with stronger international strength. These undoubtedly aggravate the difficulty of enterprise survival and development, especially small and medium-sized enterprises, their ability to resist strong foreign-funded enterprises is inferior to large enterprises, which makes small and medium-sized enterprises face many problems and challenges in the new market environment. In the face of fierce competition from foreign-funded enterprises and large-scale domestic enterprises, some enterprises have appeared the development trend of imitating large enterprises. It is very important to establish scientific and reasonable product innovation for the development of enterprises. Based on the development practice of small and medium-sized enterprises with distinctive characteristics, this paper studies on the characteristics and laws of small and medium-sized enterprises under the guidance of database marketing theory and product innovation theory through extensive collection, collation of relevant information, literature and the guidance of the theory of database marketing and product innovation. This paper introduces in detail the present situation and defects of the small and medium-sized enterprises in our country, expounds that the small and medium-sized enterprises play an important role in the development of the country and society, and analyzes the practical application of database marketing in the product innovation of the small and medium-sized enterprises. It provides reference value for small and medium-sized enterprises to put forward a new product innovation model on this basis. The design idea, challenge and crisis of product innovation model are elaborated in detail to provide the basis for the concrete design. Based on the theory of database marketing, this paper designs a product innovation model which is in line with the current environment. The model links the data and runs through the whole model. Then, this paper expatiates on each module of the new product innovation model. These modules include data analysis based on data structure, data computing framework of marketing database, new product policy based on data structure. The model of product research and development, the prediction and evaluation of the sales of innovative products, the role of each module in the model and the relationship between each module are clarified. Finally, the feasibility of the model proposed in this paper is verified for the actual situation of Wenzhou small and medium-sized garment enterprises, to judge whether the model has practical application value.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F276.3

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