在线数字产品的组合营销策略

发布时间：2018-05-18 23:17

本文选题：数字产品 + 市场营销策略　；参考：《华中师范大学》2013年硕士论文

【摘要】：市场营销的观念最初形成于20世纪50年代,并从此受到人们的关注与重视,因为人们逐渐意识到市场营销的好坏对各行各业的发展、壮大都尤为重要,因为它从不同层面上影响着企业的方方面面。在线数字产品是随着互联网络的产生与发展逐步发展起来的,而迅速发展的电子商务与Internet技术又为数字产品提供了十分广阔的发展和交互方式,尽管作为从事数字产品生产与经营的企业其最终目的也是追求利润最大化,但是数字产品本身具有的很多与其他非数字产品截然不同的特点,例如网络外部性、特殊的成本结构等在一定的程度上决定了该产业的产品市场营销策略是与传统策略差别较大,更加复杂多样化,例如杀毒软件来说,它的定价策略经历了免费试用、收费续用模式发展到了2011年的个人产品全免费策略,2009年10月推出正式版的360杀毒软件利用免费策略打破了瑞星杀毒老大的地位仅仅用了9个月,我国的在线数字产品处于一个飞速发展和变革的时期,竞争异常激烈。在这样的条件下,本论文通过对在线数字产品的定义、特点、发展进行系统化的分析了解,并根据其对应的特点制定出对应的组合营销策略,使企业在激烈的市场竞争中获取成功。本文正是基于这样的考虑,分析了在线数字产品的物理与经济特征、不同类型在线数字产品的适用营销模型,并详细分析了在线数字产品的产品策略、价格策略、渠道策略、宣传策略等,以解决在虚拟与现实环境下在线数字产品所面临的市场营销策略选择性问题,为该产业的发展提供实际操作的可能和有效的理论基础,并对目前数字产品市场出现的一些问题进行了分析,同时也可为各企业与政府相关部门提供一些参考。
[Abstract]:The concept of marketing was first formed in the 1950s, and has been paid attention to since then, because people gradually realize that the good or bad of marketing is particularly important for the development and growth of various industries. Because it affects all aspects of the enterprise from different levels. With the emergence and development of the Internet, online digital products are gradually developed, and the rapid development of electronic commerce and Internet technology provides a very broad development and interactive mode for digital products. Although the ultimate goal of an enterprise engaged in the production and operation of digital products is to maximize profits, the digital product itself has many distinct characteristics from other non-digital products, such as network externalities. To a certain extent, the special cost structure determines that the product marketing strategy of the industry is different from the traditional strategy, and more complex and diversified. For example, the antivirus software, its pricing strategy has experienced free trial. The charging continuation model has developed into a 2011 all-free personal product strategy, and the official version of 360 antivirus software released in October 2009 has broken the status of Ruoxing's antivirus leader in just nine months, using the free strategy. China's online digital products are in a period of rapid development and transformation, the competition is extremely fierce. Under such conditions, this paper systematically analyzes and understands the definition, characteristics and development of online digital products, and formulates the corresponding combination marketing strategy according to its corresponding characteristics. Make the enterprise succeed in the fierce market competition. Based on this consideration, this paper analyzes the physical and economic characteristics of online digital products, the applicable marketing models of different types of online digital products, and analyzes the product strategy, price strategy, channel strategy of online digital products in detail. In order to solve the problem of the choice of marketing strategy in the virtual and realistic environment, and to provide the possible and effective theoretical basis for the development of the industry. Some problems in the digital product market are analyzed, which can also provide some references for enterprises and government departments.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F49

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