清华同方数字家庭营销方案
发布时间：2019-02-15 23:26
【摘要】：随着改革开放，我国经济高速发展，各种产品日益丰富，市场供需关系由供小于需转变为供大于求。整个国家正在步入小康社会，人们在保证一定的物质生活基础上，对精神文化生活的追求更多。尤其是步入21世纪，随着宽带中国战略的布局，信息高速公路正在高速发展，人们想要获取到的信息，几乎都能从网上得到，以三网融合为基础，各种数字家庭产品和服务蓬勃发展。 在国家大力推进数字家庭战略性新兴产业及全球化竞争的背景下，通过研究清华同方数字家庭产品的营销方案，提出一套适用的市场营销策略，对清华同方公司的数字家庭营销本身具有现实意义，对我国面临激烈市场竞争中的中小型信息企业制定市场营销战略具有借鉴意义。所以，对该选题进行深入研究是十分必要的。 论文研究的内容有，一方面以清华同方数字家庭产品和服务的营销为研究对象，不包括集团的其他产品，研究的数字家庭产品和服务包括：计算机、平板电脑、云摄像机、IPTV机顶盒等硬件产品，兔子视频、云服务等软件应用服务产品。另一方面，论文研究方法有，，通过对市场营销理论梳理，在介绍清华同方数字家庭产品与服务、营销历程、营销现状的基础上，分析其面临的营销优势、问题和机会；通过对清华同方品牌的定性分析，并从客户数据库中随机抽取100名客户以及在北京实地随机获取的89名消费者，对189名消费者进行实地调研和访谈，最终确定清华同方数字家庭产品的目标客户群为30岁以内的年轻人。最后从目标市场、产品、销售渠道、促销、传播等方面有针对性的提出清华同方数字家庭产品的营销方案。 通过论文的研究，我们得出结论：公司要做好营销方案，做到良性发展，必须找到目标客户，实现价值营销；价值营销必须是持续的满足客户需要；运用互联网，是实现价值营销的最好工具；公司应以满足客户需求为中心，重组企业营销流程。在实际工作中，随着顾客需求的变化，实现价值营销，保证公司持续发展，必须进行对目标客户的需求进行持续的研究和分析。
[Abstract]:With the rapid development of China's economy with the reform and opening up, various products are increasingly abundant, and the relationship between supply and demand in the market has changed from supply to demand to supply exceeding demand. The whole country is stepping into a well-off society, people pursue more spiritual and cultural life on the basis of guaranteeing certain material life. Especially in the 21st century, with the layout of the broadband China strategy, the information superhighway is developing at a high speed. Almost all the information people want to obtain can be obtained from the Internet, based on the integration of three networks. A variety of digital home products and services flourish. Under the background of promoting the strategic emerging industry of digital family and the global competition, through studying the marketing scheme of Tsinghua Tongfang digital family products, the paper puts forward a set of applicable marketing strategies. It is of practical significance to the digital family marketing of Tsinghua Tongfang Company and can be used as a reference for the small and medium-sized information enterprises facing fierce market competition in China to formulate the marketing strategy. Therefore, it is necessary to study this topic in depth. The contents of this paper are as follows: on the one hand, the marketing of digital home products and services from Tsinghua Tongfang is taken as the research object, excluding other products of the Group, and the digital home products and services studied include: computers, tablets, cloud cameras, etc. IPTV set-top box and other hardware products, rabbit video, cloud services and other software application services products. On the other hand, the research methods are as follows: through combing the marketing theory, on the basis of introducing Tsinghua Tongfang digital family products and services, marketing process, marketing status quo, the paper analyzes its marketing advantages, problems and opportunities; Through qualitative analysis of Tsinghua Tongfang brand, 100 customers were randomly selected from the customer database and 89 consumers were randomly selected in Beijing, 189 consumers were investigated and interviewed on the spot. The final target customer base of Tsinghua Tongfang digital home products is 30 years old young people. Finally, from the target market, products, sales channels, sales promotion, communication and other aspects of targeted put forward Tsinghua Tongfang digital family products marketing program. Through the research of the thesis, we draw the conclusion: in order to do well the marketing program and achieve the benign development, the company must find the target customer, realize the value marketing, the value marketing must satisfy the customer's needs continuously; The use of the Internet is the best tool to realize value marketing, and the company should reorganize its marketing process in order to meet the needs of customers. In the actual work, with the change of customer demand, to realize the value marketing and ensure the sustainable development of the company, we must carry on the continuous research and analysis to the target customer's demand.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274
本文编号：2423804
[Abstract]:With the rapid development of China's economy with the reform and opening up, various products are increasingly abundant, and the relationship between supply and demand in the market has changed from supply to demand to supply exceeding demand. The whole country is stepping into a well-off society, people pursue more spiritual and cultural life on the basis of guaranteeing certain material life. Especially in the 21st century, with the layout of the broadband China strategy, the information superhighway is developing at a high speed. Almost all the information people want to obtain can be obtained from the Internet, based on the integration of three networks. A variety of digital home products and services flourish. Under the background of promoting the strategic emerging industry of digital family and the global competition, through studying the marketing scheme of Tsinghua Tongfang digital family products, the paper puts forward a set of applicable marketing strategies. It is of practical significance to the digital family marketing of Tsinghua Tongfang Company and can be used as a reference for the small and medium-sized information enterprises facing fierce market competition in China to formulate the marketing strategy. Therefore, it is necessary to study this topic in depth. The contents of this paper are as follows: on the one hand, the marketing of digital home products and services from Tsinghua Tongfang is taken as the research object, excluding other products of the Group, and the digital home products and services studied include: computers, tablets, cloud cameras, etc. IPTV set-top box and other hardware products, rabbit video, cloud services and other software application services products. On the other hand, the research methods are as follows: through combing the marketing theory, on the basis of introducing Tsinghua Tongfang digital family products and services, marketing process, marketing status quo, the paper analyzes its marketing advantages, problems and opportunities; Through qualitative analysis of Tsinghua Tongfang brand, 100 customers were randomly selected from the customer database and 89 consumers were randomly selected in Beijing, 189 consumers were investigated and interviewed on the spot. The final target customer base of Tsinghua Tongfang digital home products is 30 years old young people. Finally, from the target market, products, sales channels, sales promotion, communication and other aspects of targeted put forward Tsinghua Tongfang digital family products marketing program. Through the research of the thesis, we draw the conclusion: in order to do well the marketing program and achieve the benign development, the company must find the target customer, realize the value marketing, the value marketing must satisfy the customer's needs continuously; The use of the Internet is the best tool to realize value marketing, and the company should reorganize its marketing process in order to meet the needs of customers. In the actual work, with the change of customer demand, to realize the value marketing and ensure the sustainable development of the company, we must carry on the continuous research and analysis to the target customer's demand.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274
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