A公司导航电子地图产品的营销策略研究

发布时间：2018-03-28 01:15

本文选题：营销理论　切入点：导航电子地图　出处：《东华大学》2017年硕士论文

【摘要】：一个企业要生存和发展壮大,必须不断地寻找和利用各种各样的有效资源,通过自身的努力,创造出新产品或新服务来满足不断变化的市场需求,并获得相应的利润。处于垄断竞争市场的导航电子地图行业,由于竞争的不断加剧,产品的利润空间也在不断地被压缩。因此如何准确地把握市场与用户需求,并结合市场营销相关理论,重新调整新产品的研发思路,使企业在市场竞争中立于不败之地,具有十分重要的现实意义。近年来,在国家政府层面,包括国务院、发展与改革委员会、信息产业部、科技部、国家测绘地理信息局、交通运输部等相关部门先后出台了若干相关政策和指导意见,旨在大力发展卫星导航电子地图产业和GIS行业地图应用服务产业,优化产业发展环境。它的基本施政措施是:进一步加强和完善导航产业的基础设施建设、建成现代化、智能化的地理位置信息综合服务平台、从而为智能导航电子地图产品市场的进一步发展提供一个日益完善的市场环境基础。因此,对于a公司来说,导航电子地图市场具有非常广阔的前景,有必要对其市场营销策略开展深入的分析和研究,从而实现公司的长期的稳定的发展目标。本论文通过文献研究、案例研究等相结合的方法,以“导航电子地图产品的营销策略研究”为例,对具体的营销问题进行了较为详细的研究。本文将分成六个部分来阐述。第一部分介绍了研究的意义、研究内容和技术路径。第二部分为营销理论回顾,即对市场营销的内涵、stp营销理论、swot分析法、pest理论、4p理论进行了阐述。第三部分开展了实质性研究,以“a公司导航电子地图产品”为例,对a公司的现状、导航电子地图产品的营销环境、a公司的优势与劣势、机会与威胁进行了全面的分析与研究。第四部分主要是对a公司导航电子地图产品的市场细分的研究过程,以及对于市场定位的具体研究过程。第五部分对具体的市场营销策略的制定进行了详细分析,包括产品策略、价格策略和渠道策略,并阐述了具体的实施方案。第六部分是对本文的研究结论与展望。
[Abstract]:In order to survive and grow, an enterprise must constantly find and utilize all kinds of effective resources, create new products or services to meet the changing market demand through its own efforts. The navigation electronic map industry, which is in a monopolistic competitive market, is in a monopoly market. Because of the increasing competition, the profit space of the products is also continuously compressed. Therefore, how to accurately grasp the market and user needs, In recent years, it is of great practical significance to readjust the research and development thinking of new products so that enterprises can be in an invincible position in the market competition. In recent years, at the national government level, including the State Council, The Development and Reform Commission, the Ministry of Information Industry, the Ministry of Science and Technology, the National Bureau of surveying and Mapping Geographic Information, the Ministry of Transport and other relevant departments have issued a number of relevant policies and guidance. The aim is to vigorously develop the satellite navigation electronic map industry and the GIS industry map application service industry and optimize the industrial development environment. Its basic administrative measures are to further strengthen and improve the infrastructure construction of the navigation industry and to complete the modernization. The intelligent geographic location information integrated service platform provides an increasingly perfect market environment for the further development of the intelligent navigation electronic map product market. Therefore, for a company, Navigation electronic map market has a very broad prospect, it is necessary to carry out in-depth analysis and research on its marketing strategy, so as to achieve the long-term stable development goal of the company. Case study and other methods, taking "Marketing Strategy Research of Navigation Electronic Map products" as an example, This article will be divided into six parts to elaborate. The first part introduces the significance of the research, the research content and the technical path. The second part is the marketing theory review. That is to say, the connotation of marketing is expounded by swot analysis method. In the third part, the real research is carried out. Taking company a company navigation electronic map product as an example, the present situation of company a is discussed. The advantages and disadvantages, opportunities and threats of the marketing environment of navigation electronic map products are analyzed and studied. The fourth part is mainly about the research process of the market segmentation of navigation electronic map products of company a. The fifth part makes a detailed analysis on the formulation of specific marketing strategies, including product strategy, price strategy and channel strategy. The sixth part is the conclusion and prospect of this paper.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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