长春光华科技公司物联网业务营销策略研究

发布时间：2018-04-09 02:30

本文选题：光华科技　切入点：RFID　出处：《吉林大学》2014年硕士论文

【摘要】：物联网被很多专家学者定义为是继计算机ǐ互联网之后的第三次信息技术革命浪潮计算机解决了数据信息的自动处理，互联网解决了数字化信息不分空间ǐ时间的互联互通，但这两种信息技术的数据获取都是通过人工手动方式录入，这成为了数据信息自动化处理过程中的一大瓶颈，而物联网技术的本质就是为了解决这一瓶颈问题，将数据信息的获取变得更加容易-自动收集ǐ获取ǐ录入国家已把物联网的建设ǐ发展提到了战略层面，RFID是物联网领域的核心技术，其发展也引起了全社会的关注2009年时任总理温家宝同志在视察无锡时，就做出了要重点攻关RFID的核心技术的指示最高层领导的重视，正就反映出了国家层面对物联网及RFID持有积极发展的态度2012年初，ǎ十二五物联网发展规划ǐ由国家工业与信息部正式颁布，要求能够在2015年初步形成物联网产业体系的创建，物联网产业链也将要变得更加完善，同时预测我国物联网市场到2015年时将逾5000亿元，2020年成熟为万亿元级别的市场规模，这都为物联网产业的发展奠定了长远政策基调，也将为RFID行业的发展提供健康ǐ快速的发展空间现在正处于物联网产业的发展初期，各种标准与产业结构尚不成熟，进入物联网市场的企业规模都不大，截止目前，国内也只有几家物联网概念的创业板上市公司，这就为像长春光华科技发展有限公司这样进入物联网行业较早且以全产业链发展为目标的类型企业，带来了更大的机遇与挑战！但是随着市场大环境的日新月异，长春光华科技公司面临的市场竞争压力正在逐渐变大，各类行业追随者正在快步进入，及时调整营销策略ǐ充分分析竞争环境ǐ明确目标市场ǐ尽快抢占市场份额ǐ锁定优质客户，从而获得更多利润ǐ更大的发展空间，成为了长春光华科技公司正面临的棘手问题本课题就将对长春光华科技公司物联网业务的营销策略加以深入研究首先，阐明了本课题研究的背景与意义ǐ选用的理论依据及研究思路与整体论文框架其次，通过对物联网行业的核心技术RFID的发展概况与趋势及长春光华科技的企业状况与行业地位ǐ营销现状与问题等；之后，利用PEST分析法，对当前物联网及RFID行业的宏观环境加以分析利用SWOT分析法，对长春光华科技公司内部环境的优势与劣势ǐ外部竞争环境的机会与威胁加以分析对比，扬长避短ǐ取精华弃糟粕，探索发展战略和降低经营风险的方法与手段；最后，通过STP理论分析当前物联网行业整体市场状况，对市场加以细分，之后选择明确的目标市场加以进入，再对公司产品进行差异化分类，做出合理的产品市场定位，并根据选定的目标客户群ǐ产品市场定位及公司未来的发展方向和战略，根据4Ps理论，，讨论制定涵盖产品ǐ价格ǐ渠道ǐ促销四个核心营销策略元素构成的营销策略组合，建立强有力的营销团队，从而帮助公司积极面对不断增长的市场压力与挑战，尽快取得市场竞争中的主导地位
[Abstract]:The Internet of Things has been defined by many experts and scholars as the third wave of information technology revolution after the Internet of computers has solved the automatic processing of the data information . The Internet has solved the interconnectivity of the digital information without space and time , but the data acquisition of both information technologies is a bottleneck in the automatic processing of the data information , and the essence of the Internet of Things technology is to solve the bottleneck problem , and the acquisition of the data information becomes easier .

The development of Internet of Things ( RFID ) is the core technology in the field of Internet of Things , and the development of RFID is the core technology in the field of Internet of Things . In early 2012 , when Premier Wen Jiabao inspected Wuxi , the 12th Five - Year Plan for Internet of Things was formally promulgated by the Ministry of National Industry and Information . At the same time , the development plan of the Internet of Things will become more perfect . At the same time , it will provide a long - term policy tone for the development of the Internet of Things , and will provide a healthy and rapid development space for the development of RFID industry .

At the beginning of the development of the Internet of Things industry , various standards and industrial structure are not mature , and enterprises entering the Internet of Things market are not large . At present , the market competition pressure of Changchun Guanghua Technology Co . , Ltd . is gradually changing , and the market competition pressure of Changchun Guanghua Technology Co . , Ltd . is gradually changing .

In this thesis , the marketing strategy of the Internet of Things of Changchun Guanghua Science and Technology Co . , Ltd . is researched firstly , the background and significance of the research of this subject are clarified , the theoretical basis and the research thinking and the whole paper framework are expounded . Secondly , the development and trend of RFID in the core technology of the Internet of Things industry and the status of enterprises in Changchun Guanghua technology and the status of industry status and marketing status and problems are discussed .
Then , using PEST analysis method , SWOT analysis method is used to analyze the current Internet of things and the macro - environment of RFID industry . SWOT analysis method is used to analyze the advantages and disadvantages of the internal environment of Changchun Guanghua Technology Co . , Ltd .
Finally , by analyzing the overall market situation of the current Internet of things industry by STP theory , the market is subdivided , then the clear target market is selected to enter the market , then the company products are differentiated and classified , the marketing strategy combination of four core marketing strategy elements is set up according to the selected target customer group , and a strong marketing team is set up , so as to help the company to actively face the growing market pressure and challenge , and obtain the dominant position in the market competition as soon as possible

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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