星桥公司IT产品市场营销策略研究

发布时间：2018-03-03 07:38

本文选题：IT代理　切入点：营销策略　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：在我国经济持续高速发展的同时,电子产品消费群体在消费中所占的比例越来越大,人们对电子产品的依赖程度也越来越高。IT产品市场也进入了快速发展阶段,IT产品更新换代的周期也越来越短。因而,无论是成熟产品新产品,都需要具有良好的营销策略。当前,国内IT行业竞争十分激烈,利用IT渠道获取利润已经无法实现高收益的经营目标,越来越多的互联网用户比IT代理企业更加了解产品,在获利越来越困难的背景下,IT行业需要找到更好的技术为客户提供服务,才有转变经营困局的可能。信息技术产业基于行业的特殊性,在产品开发和后期销售、维护等方面都存在操作的独特性,代理商既要负责产品销售,还要照顾顾客后期的种种服务和维护,面对如此这一营销局面,在制定具体的营销策略上需要有相应的应对手段。论文基于当前国内IT行业代理营销的发展现实,经过认真的分析和研究IT行业发展趋势,借助中国IT行业产品代理销售社会大背景的研究,以北京航天星桥系统工程技术有限公司(以下简称"星桥公司")为主要研究对象,重点分析该企业在IT产品营销中遇到的困难,并分析问题存在的原因,力求找到适合IT行业面向客户产品代理发展的新方向。本文主要针对星桥公司开展研究工作。星桥公司主营业务包括IT产品销售,此外还有其他分门别类产品的销售。因为星桥公司属于分销产业链内部中间环节地位,同厂商、分销商、集成商、终端用户联系紧密,属于沟通的纽带,处于产品销售渠道的关键环节。论文运用营销管理理论对星桥企业经营的内外部环境进行了具体分析,同时结合IT行业发展状况,对企业存在的深层次问题进行了针对性分析,通过企业内外部环境分析,运用SWOT分析工具,研制了星桥公司可行的发展战略,基于公司战略,深入探查顾客消费行为特征,进而确立了明晰的产品市场定位,紧密围绕产品市场定位,制定了适合星桥公司IT产品的营销组合策略,为公司更好地适应于激烈竞争的市场发展环境,提出了相应的市场营销策略。论文在最后归纳总结基础上,得出以下结论,运用产品、价格、渠道、促销的策略将对星桥公司的产品带来更强有力的销售效果。
[Abstract]:While the economy of our country continues to develop at a high speed, the proportion of consumer groups of electronic products in consumption is increasing. People rely more and more on electronic products. The IT product market has also entered a stage of rapid development. The cycle of IT product upgrading is also getting shorter and shorter. Therefore, whether it is a mature product or a new product, At present, the competition of domestic IT industry is very fierce, it channel can not achieve high profit management goal, more and more Internet users know the products better than IT agency enterprises. In an increasingly difficult context, the IT industry needs to find better technology to serve its customers before it can change its difficult business situation. The IT industry, based on industry particularities, develops products and sells them later. Maintenance and other aspects of the unique operation, agents should be responsible for product sales, but also to take care of the customer's later services and maintenance, faced with such a marketing situation, Based on the current development reality of domestic IT industry agency marketing, the paper carefully analyzes and studies the development trend of IT industry. With the help of the research on the social background of product agent sales in China's IT industry, Beijing Aerospace Star Bridge system Engineering Technology Co., Ltd (hereinafter referred to as "Xingqiao Company") is the main research object. The difficulties encountered by the enterprise in the marketing of IT products are analyzed, and the reasons for the problems are analyzed. Try to find a new direction for the IT industry to face the development of customer product agent. This paper mainly focuses on the research work of Xingqiao Company. The main business of Xingqiao Company includes IT product sales. In addition, there are other types of products sold. Because Xingqiao Company is the intermediate link in the distribution industry chain, it is closely linked with manufacturers, distributors, integrators, and end users, and belongs to the link of communication. The paper analyzes the internal and external environment of Xingqiao enterprise by using the marketing management theory, and analyzes the deep problems existing in the enterprise in combination with the development of IT industry. Through the analysis of the internal and external environment of the enterprise and the application of SWOT analysis tools, the feasible development strategy of Xingqiao Company is developed. Based on the company strategy, the characteristics of customer consumption behavior are deeply explored, and the clear product market positioning is established. Closely around the product market positioning, has formulated the suitable Xingqiao IT product marketing mix strategy, for the company to adapt to the fierce competition market development environment better, On the basis of the conclusion at the end of the paper, the following conclusions are drawn: the strategy of product, price, channel and promotion will bring more powerful sales effect to the products of Xingqiao Company.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F274

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