市场营销模拟平台的设计与改进

发布时间：2018-05-14 07:14

本文选题：营销 + 改进　；参考：《厦门大学》2007年硕士论文

【摘要】： 营销学是一门研究如何把产品变为商品的学问,近几十年来,随着科学技术的进步,生产力的提高,造成生产能力的严重过剩。如何用市场营销观念来指导企业的生产和经营,提高质量,降低成本就显得越来越重要。在这样的环境下,越来越多的学校成立了专门的市场营销科系或者专业,但是相应的教学手段、实验环境、教学科研的工具却有待加强和丰富。存在理论与实践难以结合,学生所学知识仅限于书本,缺乏实际操作经验的问题。国外绝大多数的营销相关课程在教授过程中都使用了配套的营销模拟教学软件、在学生毕业设计的时候都可以利用专业的市场营销调查和分析软件包作为工具。作为本人所在高职高专院校,其学生教育更应面向实际应用和实践能力的培养。为此,需要一个能与课堂理论教学相配套的实践教学环境。本课题就此进行设计和实现。设计实现适用于营销相关专业的实验软件。营销及相关专业的学员可以通过在本平台上模拟营销决策的各个过程,从而达到验证知识的目的。系统模拟涵盖市场调查、市场细分、SWOT分析、竞争战略分析、产品研发决策、生产、包装策略、广告策略、渠道策略以及定价策略等营销决策中的常用手段和方法。本文阐述了设计所使用的技术、设计思路等相关内容,并将本设计与原使用过的营销软件进行比较。对其中存在的问题,以及在本系统中的改进方法进行了有针对性的论述。
[Abstract]:Marketing is a study of how to turn products into commodities. In recent decades, with the progress of science and technology and the improvement of productivity, the production capacity has become serious excess. How to use the marketing concept to guide the production and management of enterprises, improve the quality and reduce the cost is becoming more and more important. In such an environment, more and more schools have established special marketing departments or specialties, but the corresponding teaching means, experimental environment, teaching and research tools need to be strengthened and enriched. It is difficult to combine theory with practice, students' knowledge is limited to books and lack of practical experience. Most of the marketing related courses in foreign countries use the marketing simulation teaching software in the process of teaching, and can use the professional marketing investigation and analysis software package as the tool when the students graduate design. As a higher vocational college, students' education should be oriented to practical application and practical ability. Therefore, we need a practical teaching environment which can be matched with classroom theoretical teaching. This subject is designed and implemented. Design and implement the experimental software suitable for marketing related specialty. Students majoring in marketing and related fields can verify their knowledge by simulating each process of marketing decision on this platform. The system simulation includes market research, market segmentation SWOT analysis, competitive strategy analysis, product R & D decision, production, packaging strategy, advertising strategy, channel strategy and pricing strategy. This paper describes the technology and ideas used in the design, and compares the design with the original marketing software. The existing problems and the improved methods in this system are discussed.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：TP311.52

【引证文献】