CJ公司金融行业应用软件营销策略研究

发布时间：2018-02-07 13:46

本文关键词： 金融行业应用软件市场营销战略市场营销策略软件公司　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年,我国金融行业在国内经济下行和互联网金融兴起的双重挑战下,迫切需要调整经营模式、开展业务创新、运用信息化技术、实行市场化改革,因此,服务于金融领域的行业应用软件市场也随之面临着机遇与挑战,机遇主要体现在金融行业领域信息化需求的大幅度增加为金融行业应用软件提供了更为庞大的市场.与此同时,市场对新产品新技术的要求也在不断的增加,是目前以CJ公司为代表的金融行业应用软件供应商们面临的巨大挑战。本文开头以我国金融行业软件的发展现状为背景,引出所要研究的主题,即:CJ公司金融行业应用软件市场营销战略与策略,并对本文将要用到的市场营销学和战略的相关理论进行了阐述。在接下来的章节中,将通过PEST分析法,从国内环境、政策环境、经济环境和技术环境四个宏观方面对目前金融行业应用软件市场进行层层深入的分析,进而分析行业环境和公司内部环境。利用SWOT分析工具对CJ公司的优势、劣势、机会和挑战进行总结,然后结合有关软件营销策略、金融行业软件分析的书籍文献,从CJ公司金融行业软件的发展历史和存在的问题入手,层层进行深入分析。最终以STP战略和产品策略、定价策略、渠道策略、促销策略四个方面共同组成CJ公司的市场营销战略和策略。并以队伍建设、营销创新和产品研发三个方面确保市场营销战略和策略的顺利实施。全文采用了文献研究法、案例分析法和定性分析法等方式方法,对CJ公司现有的金融行业应用软件产品、技术力量、经营方式和营销数据,进行深入细致的研究和分析,充分借鉴了国内外的市场营销学理论以及金融行业应用软件的研究成果。同时,将大量的行业资料进行系统分类,去粗取精、由表及里的归纳演绎,从而对所要研究的金融行业应用软件市场的性质、特点、变化规律作出判断,进而为CJ公司量身定制了一整套市场营销策略。在STP战略上,选择重点服务的细分市场;在产品策略上,进行产品组合优化、营销策略分析,制定新产品开发策略;在价格策略上,转向依据不同产品、不同客户、不同时期和地区制定不同的价格策略;在渠道策略上,调整为直销和间接渠道以及网络渠道相结合的多渠道模式;在促销策略方面,通过技术促销、广告宣传和公共关系三种方式加强公司促销力度。本人将所学的市场营销组合理论,在进行深入的分析和理解的基础上,与CJ公司实际情况相结合,做到理论联系实践,理论指导实践,发现和探讨适合CJ公司的软件营销策略,提出适合CJ公司的可行性方案,有利于帮助CJ公司突破瓶颈,提高竞争力,实现经营目标,也为有相似问题的同类软件企业提供了业务发展思路的借鉴,同时也可以为金融行业,尤其是银行业的应用软件平台的创建和业务的创新,起到一定的启示作用。
[Abstract]:In recent years, under the dual challenges of the downtrend of domestic economy and the rise of Internet finance, China's financial industry urgently needs to adjust its business model, carry out business innovation, apply information technology, and carry out market-oriented reform. The industry application software market which serves the financial field also faces with the opportunity and the challenge, the opportunity mainly manifests in the financial profession domain informationization demand to increase greatly for the finance profession application software to provide the bigger market at the same time, The market demands for new products and new technologies are also increasing, which is a great challenge to the application software suppliers in the financial industry represented by CJ Company. This paper begins with the background of the development of financial industry software in China. This paper introduces the research topic, that is, the marketing strategy and strategy of the application software of the financial industry of the: CJ Company, and expounds the relevant theories of marketing and strategy that will be used in this paper. In the following chapters, we will use the PEST analysis method. From the domestic environment, the policy environment, the economic environment and the technological environment, the current financial industry application software market is deeply analyzed. Then analyze the industry environment and the internal environment of the company. Use the SWOT analysis tool to summarize the strengths, weaknesses, opportunities and challenges of CJ Company, and then combine the relevant software marketing strategy, financial industry software analysis books and literature, Starting with the development history and existing problems of CJ company's financial industry software, this paper makes a thorough analysis at various levels. Finally, with STP strategy and product strategy, pricing strategy, channel strategy, Four aspects of promotion strategy constitute the marketing strategy and strategy of CJ Company together, and ensure the smooth implementation of marketing strategy and strategy in three aspects of team building, marketing innovation and product development. Case analysis, qualitative analysis and other methods, CJ company's existing financial industry application software products, technical forces, business methods and marketing data, in-depth and meticulous research and analysis, At the same time, a large number of industry data are systematically classified, so as to eliminate the crude and refine, from the surface to the inside of induction and deduction, so as to make full use of the domestic and foreign marketing theory and the research results of the financial industry application software. In order to judge the nature, characteristics and changing law of the applied software market in the financial industry, and then customize a set of marketing strategies for CJ company, select the subdivision market of the key service in STP strategy; In the product strategy, we should optimize the product mix, analyze the marketing strategy, formulate the new product development strategy, and make different price strategy according to the different products, different customers, different periods and different regions in the price strategy. In the channel strategy, it is adjusted to the multi-channel mode of combining direct marketing, indirect channel and network channel, and in the aspect of promotion strategy, through technical promotion, Advertising and public relations three ways to strengthen the promotion of the company. I will learn the marketing mix theory, on the basis of in-depth analysis and understanding, combined with the actual situation of CJ company, so as to integrate theory with practice, The theory guides the practice, finds and discusses the software marketing strategy suitable for CJ Company, and puts forward the feasible scheme suitable for CJ Company, which is helpful to help CJ Company break through the bottleneck, improve its competitiveness, and realize its business objectives. It also provides a reference for similar software enterprises with similar problems, and can also provide some enlightenment for the establishment of application software platform and the innovation of business in the financial industry, especially in the banking industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

【参考文献】