大连联达公司市场营销案例研究

发布时间：2018-03-01 18:13

本文关键词： 联达公司市场营销教育软件案例研究　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展,企业之间的竞争也日益激烈。企业的生存与发展也不再是一件容易的事情,生产成本、产品质量、生产线以及营销策略都对企业有着深刻的影响,甚至决定着一个企业的命运,无论哪个环节都可能成为企业生存及发展的瓶颈,而市场营销在这个生产者市场竞争白炽化的今天,更加凸显了它举足轻重的作用。本研究采用案例研究方法,主要分为四个部分：第一部分是绪论,主要介绍研究背景、研究意义及技术路线等。第二部分是案例正文,包括公司介绍,公司软件新产品互动教学平台软件的介绍,对软件产品及行业特点进行了概述,对企业市场营销面临的问题进行了分析。第三部分是案例分析,首先介绍了市场细分及目标市场选择理论,然后针对联达公司互动教学平台软件市场进行细分,确定了联达公司的目标市场和产品定位；第四部分是解决方案,重点阐述了营销组合理论,通过分析总结出联达公司互动教学平台软件的细分市场的营销策略方案。本文以联达公司软件新产品业务拓展市场遇到的问题作为研究背景,深入讨论研究问题的原因,发现联达公司软件新产品业务在营销策略中存在的一些问题和不足之处,并且根据相关市场营销理论为联达公司软件新产品业务的发展提供了一系列营销策略,为企业今后的发展指明了方向。
[Abstract]:With the development of economy, the competition among enterprises is becoming more and more fierce. The survival and development of enterprises is no longer an easy task. The production cost, product quality, production line and marketing strategy have a profound impact on the enterprise. Even determine the fate of an enterprise, no matter which link may become the bottleneck of enterprise survival and development, and marketing in this producer market competition incandescent today, it highlights its pivotal role. This research adopts the case study method, mainly divides into four parts: the first part is the introduction, mainly introduces the research background, the research significance and the technical route, etc. The second part is the case text, including the company introduction, etc. The introduction of the interactive teaching platform of the company's new software products, the introduction of the software products and the characteristics of the industry, and the analysis of the problems faced by the enterprise marketing. The third part is the case study. This paper first introduces the theory of market segmentation and target market selection, then subdivides the software market of Landa interactive teaching platform, and determines the target market and product positioning of Landa. 4th is the solution. The theory of marketing combination is expounded, and the marketing strategy of the interactive teaching platform software of Landa is summarized. In this paper, based on the research background of the problems encountered in the development of new software products business, the causes of the problems are discussed in depth, and some problems and shortcomings in the marketing strategy of new software products business of Landa are found. And according to the relevant marketing theory, it provides a series of marketing strategies for the development of new software products of Landa, and points out the direction for the future development of enterprises.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F49

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