蓝泰科技互联网数据中心大客户营销策略研究

发布时间：2018-05-17 14:15

本文选题：数据中心 + 大客户　；参考：《天津大学》2013年硕士论文

【摘要】：随着互联网经济的不断发展，作为互联网基础设施的IDC（Internet DataCenter，互联网数据中心），其发展也越来越受到互联网行业经营者的重视。当前，IDC运营商是在基础资源受限制、竞争环境恶劣、市场不对称等不利条件下进行经营的，，如何采取有效的市场营销策略解决IDC业务的生存发展问题具有重要意义。蓝泰科技互联网数据中心是IBM在华组建的第一家以提供IT外包服务为主的合资公司。该数据中心由IBM设计并施工，是天津经济技术开发区心的核心IT基础设施项目之一。本文就是在当前时代背景下，利用相关理论，探讨了蓝泰科技互联网数据中心的业务发展策略。本文首先介绍了蓝泰科技互联网数据中心的基本情况，阐述了IDC业务的定义、业务优势、业务种类、业务发展等。其次，通过对IDC市场的系统分析，阐述了IDC运营商类型，并对IDC用户市场进行了详细划分。接着，针对蓝泰科技互联网数据中心，借助竞争对手分析模型进行了外部环境分析；从基础资源、产品、价格、渠道、客户类型、赢利能力等方面进行了企业内部环境分析；并指出了企业发展中存在的一些问题。此基础上，本文又运用SWOT分析方法对蓝泰科技互联网数据中心进行了深入研究，确定其核心竞争力。在以上分析基础之上，本文最终提出了适合蓝泰科技互联网数据中心业务特点的大客户组合营销策略，为蓝泰科技互联网数据中心解决了如何定位目标市场和如何取得竞争优势的问题。蓝泰科技互联网数据中心必须集中力量面向目标市场，采取产品、价格差异化战略，积极开发和拓展增值服务，从而在IDC市场竞争中保持持续竞争力。
[Abstract]:With the continuous development of Internet economy, IDC(Internet data Center, as an Internet infrastructure, has been paid more and more attention to by Internet industry operators. At present, IDC operators are operating under the unfavorable conditions such as limited basic resources, adverse competitive environment, asymmetric market, etc. It is of great significance to adopt effective marketing strategies to solve the problem of survival and development of IDC business. Lantai Technology Internet data Center is IBM's first joint venture to provide IT outsourcing services in China. The data center, designed and constructed by IBM, is one of the core IT infrastructure projects in TEDA. Under the background of the present era, this paper discusses the business development strategy of Lantai Internet data Center by using relevant theories. This paper first introduces the basic situation of Lantai Science and Technology Internet data Center, and expounds the definition of IDC service, service advantages, service types, business development and so on. Secondly, through the systematic analysis of IDC market, this paper expounds the types of IDC operators, and classifies the IDC user market in detail. Then, the external environment is analyzed with the help of competitors' analysis model, and the internal environment is analyzed from the aspects of basic resources, products, prices, channels, customer types, profitability and so on. Some problems in the development of enterprises are pointed out. On this basis, this paper also uses the SWOT analysis method to carry on the thorough research to the Lantai Science and Technology Internet data Center, determines its core competitiveness. On the basis of the above analysis, this paper finally puts forward the key account combination marketing strategy suitable for the business characteristics of Lantai Technology Internet data Center. It solves the problem of how to locate the target market and how to obtain the competitive advantage for Lantai Technology Internet data Center. Lantai Internet data Center must focus on the target market, adopt the strategy of product and price differentiation, actively develop and expand value-added services, so as to maintain sustainable competitiveness in the market competition of IDC.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP308;F274

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