UFST公司V系列新产品营销策略研究

发布时间：2018-04-01 03:08

本文选题：多专业　切入点：VBSE　出处：《西南交通大学》2014年硕士论文

【摘要】：经管类专业实习实训难,已成为各大高校面临的一大难题。对单个专业的实训,可以基于实训软件实现,而多个专业综合模拟实训基本上无法直接由软件实现。目前,没有很好的实训产品来实现企业全景仿真综合实训,UFST公司研发了针对经管专业群的多专业综合实训平台——虚拟商业社会环境(简称VBSE),解决了此难题。高校是一个特殊的消费群体,具有客户需求多样化、资金短缺、决策链条长、项目周期长等典型特点,VBSE产品面临的首要问题是产品如何定价、如何推广并广泛应用于各高校。基于此,本文以UFST公司为例,针对VBSE产品研究并设计出其营销策略,希望能为UFST公司VBSE产品的营销策略提供参考。本文首先对UFST公司V系列新产品研发的背景和国家相关政策进行阐述,明确产品存在的价值和市场机会。其次,通过对V系列新产品现状进行分析,包括产品的构成、外部市场环境、内部环境、竞争对手和目前营销存在的问题等方面,找到问题的根源。然后,对V系列新产品进行市场定位和目标客户确定,在产品组合、价格、品牌营销、产品价值营销以及会议营销等方面给出了解决方案。研究结论表明：单纯的产品不足以支撑产品的销售和盈利,营销策略主要以产品内涵建设为主,即赋予产品在不同阶段存在的价值和带给客户产生的价值,通过对不同产品进行组合捆绑营销,建立健全客户的实训体系,通过高层公关和市场活动实现V系列产品成功营销并签约。经管类专业综合实训平台建设是国家大力倡导并重点投入的一项重要工作,本文通过对UFST公司综合实训平台的营销策略研究,对UFST以及同类的公司在营销策略上具有重大的借鉴意义。
[Abstract]:It has become a difficult problem for colleges and universities to practice and train in economic management major.The practice training of a single major can be realized on the basis of the training software, but the comprehensive simulation practice training of several specialties can not be realized directly by the software.At present, there is no good practical training product to realize the panoramic simulation of enterprises. UFST has developed the virtual commercial social environment (VBSEE), which is a multi-professional and integrated training platform for the economic management professional group, which solves this problem.Colleges and universities are a special consumer group, with the typical characteristics of diversified customer demand, shortage of funds, long decision-making chain, long project cycle and so on. The most important problem facing VBSE products is how to price the products, how to promote them and widely used in colleges and universities.Based on this, this paper takes UFST Company as an example, studies and designs its marketing strategy for VBSE products, hoping to provide a reference for the marketing strategy of VBSE products of UFST Company.In this paper, the background of UFST V series new product research and development and the relevant national policies are expounded, and the value and market opportunity of the product are clarified.Secondly, through the analysis of the current situation of V series new products, including the composition of products, external market environment, internal environment, competitors and current marketing problems, find out the root of the problems.Then, the market orientation and target customer determination of V series new products are given, and the solutions in product combination, price, brand marketing, product value marketing and conference marketing are given.The research results show that the simple product is not enough to support the sales and profit of the product, and the marketing strategy is mainly based on the product connotation construction, that is to say, the value that the product exists in different stages and the value it brings to the customer.Through the combination of different products bundled marketing, establish and improve customer training system, through high-level public relations and marketing activities to achieve the successful marketing and signing of V-series products.The construction of integrated practical training platform for economic management specialty is an important work advocated and put into by the country. This paper studies the marketing strategy of integrated training platform of UFST Company.For UFST and similar companies in the marketing strategy has a great significance.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F49

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