D公司东北区企业级云存储产品营销策略研究

发布时间：2018-01-16 08:22

本文关键词：D公司东北区企业级云存储产品营销策略研究　出处：《大连理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着D公司私有化进程的完成,也加快了D公司作为PC和服务器巨头供应商向端到端的企业级解决方案供应商转型的步伐。传统的PC和服务器业务常年稳居在全球的前三位,,但是由于D公司的决策失误错失了发展迅猛的平板电脑和智能手机市场,导致在全球市场的销售业绩大幅下滑,使得D公司更加坚定的转型为端到端的企业级解决方案提供商之路。面对全球市场的变化,D公司决定进行转型之后,出资180亿美元先后收购20家公司,提高了从前端桌面系统到后端数据中心平台全套的IT基础架构解决方案。其中最为重要的一项收购,在2007年,出资14亿元美金收购了专业IP SAN的第三代企业级存储厂商EqualLogic,整合为D公司企业级云存储产品。本文将以D公司东北区为研究对象,分析D公司东北区企业级云存储产品的营销现状,以MBA营销管理中理论为基础,通过对东北区企业级云存储产品的现存问题,进行多方面分析,并根据东北区企业级云存储产品营销中存在的问题制定了产品策略、渠道策略、促销策略和服务策略。最后,制定相应保障措施,确保制定的营销策略得以顺利实施。本论文的核心宗旨是研究企业级云存储产品区别于传统消费商品的营销策略,在企业级存储云市场需求增长快速的环境下,为D公司企业级云存储产品在东北区市场营销策略进行优化和调整,进一步提供提高D公司企业级云存储产品在东北市场的竞争力。
[Abstract]:With the completion of the privatization process of Company D. It also speeds up D's transition as a PC and server giant to an end-to-end provider of enterprise-level solutions. The traditional PC and server business is consistently in the top three in the world. But D missed out on the fast-growing tablet and smartphone markets, leading to a sharp decline in sales in the global market. Make D company more firm transition to end-to-end enterprise-level solution provider road. In the face of the changes in the global market, D Company decided to make a transition, paying $18 billion to buy 20 companies in succession. Enhanced the full set of IT infrastructure solutions from front-end desktop systems to back-end data center platforms. One of the most important acquisitions was in 2007. For $1.4 billion, EqualLogic, the third generation enterprise storage manufacturer of IP SAN, has been integrated into D Company Enterprise Cloud Storage. This article will take D company northeast area as the research object, analyzes the D company northeast area enterprise grade cloud storage product marketing present situation, takes the MBA marketing management theory as the foundation. Through the analysis of the existing problems of enterprise cloud storage products in Northeast China, and according to the problems existing in the marketing of enterprise cloud storage products in Northeast region, the product strategy and channel strategy are formulated. Promotion strategy and service strategy. Finally, establish the corresponding safeguard measures to ensure the smooth implementation of the established marketing strategy. The core purpose of this paper is to study the marketing strategy of enterprise cloud storage products, which is different from traditional consumer goods, under the environment of rapid growth of enterprise storage cloud market demand. This paper optimizes and adjusts the marketing strategy of enterprise cloud storage products in Northeast of D Company, and further improves the competitiveness of enterprise cloud storage products in Northeast China.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.671;F274

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