RJ公司“云课堂”产品营销策略研究

发布时间：2018-06-20 10:01

本文选题：云课堂 + 教育信息化　；参考：《西北大学》2015年硕士论文

【摘要】：本世纪以来,人类在科学技术、文化交流、经济融通等众多方面都取得了长足的进步,深刻地影响着每一个人的生活。同时,这些新的进步也导致新的经济模式、商业业态、创新产品不断涌现,对整个市场经济产生了巨大的影响。在这样的背景下,市场营销的理论体系也没有停下发展的脚步,各种概念、学说、理论在学界被广泛讨论。环境的变革和理论的多样性使得市场营销的实践工作往往容易陷入没有思想指导的迷茫中,这样很容易产生两种后果,或者追新求奇成为机会主义者,或者固守陈规成为保守主义者。鉴于这样的现实,本文尝试以应用性研究为指导,一切从企业的实际出发,从市场和社会环境出发,结合成熟的市场营销理论体系和新的营销概念,对特定企业的特定产品进行市场营销策略研究,努力以最为务实的态度解决企业的实际问题。本文建立在营销与营销策划理论体系之上,以研究国内外相关营销理论体系为先导,结合PEST环境分析,运用STP营销理论对教育信息化中电教室类产品目标市场进行细分与定位,在论文资料搜集整理,问题分析研究的过程中,有选择性地使用了一些学过的理论知识,比如经典的4Ps营销策略理论体系。最后利用4Cs理论结合当下最新的营销理念,制定出适合市场环境、结合产品特点与考虑公司现状的营销策略。并且,制定了与公司实际情况相适应的辅助措施和保障体系,藉此在最大程度上确保该营销策略能够顺利落地实施。对于RJ公司来说,其“云课堂”产品在这一历史机遇面前,如何通过合适的营销理论,制定出适应当前环境的营销策略并藉此取得市场先机、获得竞争优势便显得极其重要。本文以RJ公司“云课堂”产品的营销策略制定为核心内容,前后涉及企业、行业宏观环境和产品、市场微观环境的分析,营销工作的现状分析与存在问题的发现,从而进一步提出解决问题的思路,最终落脚在营销策略的制定与实施。本文的目标是在当前环境下,如何利用传统营销理论体系结合新的营销概念来对处于市场导入期的产品进行合适的、有效的营销。希望通过本文的研究成果,能够逐步解决目前企业的该产品在市场上接受度不足、销量不如人意的现状。同时,为同样处于类似情况的产品营销工作提供多一种的思路。
[Abstract]:Since this century, mankind has made great progress in many aspects such as science and technology, cultural exchange, economic integration and so on. At the same time, these new progress also lead to a new economic model, business patterns, innovative products continue to emerge, to the entire market economy has a huge impact. In this context, marketing theory system has not stopped the pace of development, various concepts, theories, theories are widely discussed in academic circles. The changes in the environment and the diversity of theories make the practical work of marketing easy to fall into the confusion without ideological guidance, so it is easy to produce two kinds of consequences, or to catch up with the novelty and become an opportunist. Or stick to stereotypes and become conservative. In view of this reality, this paper tries to apply the research as the guidance, all from the actual enterprise, from the market and social environment, combined with the mature marketing theory system and new marketing concept, This paper studies the marketing strategy of the specific products of a specific enterprise, and tries to solve the practical problems of the enterprise with the most pragmatic attitude. This paper is based on the marketing and marketing planning theory system, taking the domestic and foreign related marketing theory system as the forerunner, combining with pest environment analysis, using STP marketing theory to subdivide and position the target market of electric classroom products in educational informatization. In the process of data collection and problem analysis, some theoretical knowledge has been used selectively, such as the classical 4Ps marketing strategy theory system. Finally, by combining the 4Cs theory with the latest marketing concept, the marketing strategy which is suitable for the market environment, combined with the product characteristics and the current situation of the company is formulated. In order to ensure the successful implementation of the marketing strategy, the auxiliary measures and security system adapted to the actual situation of the company are established. For RJ Company, in the face of this historical opportunity, it is very important to establish marketing strategy to adapt to the current environment and gain the competitive advantage through the appropriate marketing theory. This article takes the marketing strategy of "cloud classroom" product of RJ company as the core content, including the analysis of the macro environment, product and market micro environment, the analysis of the current situation of marketing work and the discovery of existing problems. Thus further put forward the idea of solving the problem, and finally settle in the formulation and implementation of marketing strategy. The goal of this paper is to make use of the traditional marketing theory system and the new marketing concept under the current environment to carry on the suitable and effective marketing to the products in the period of market introduction. It is hoped that through the research results of this paper, we can gradually solve the current situation that the enterprise's product is underaccepted in the market and its sales are not as satisfactory as expected. At the same time, for the same situation in the product marketing work to provide more ideas.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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