W公司GIS产品营销策略优化研究

发布时间：2018-11-23 17:15

【摘要】：地理信息产业是我国的一个战略新兴高新技术产业,在国家各行业信息化建设中起着举足轻重的支撑作用。近年来,随着我国智慧城市建设等国家信息化战略的实施,该行业迎来了高速发展的机遇,GIS类软件产品的市场需求逐年增长。随着市场的高速发展,一方面进入GIS软件领域的厂商也逐渐增多,市场竞争越来越激烈;另一方面,近几年国民经济增速整体下滑、政策和行业环境变化迅速;再加上软件技术发展日新月异、客户需求多变。在众多因素的影响下,使得像W公司这种规模不大的技术型创业公司在经历了初期的高速增长后,开始遇到发展的瓶颈和困难。基于上述现状,本文从市场营销的角度,运用市场营销学的相关理论和工具,对W公司的营销环境进行分析,试图找出其营销过程存在的问题,然后从目标市场选择定位和营销策略优化方面提出改进建议,以其能够对W公司的经营发展有所裨益。首先,本文从宏观环境、行业环境、竞争对手等几个方面分析了w公司的外部营销环境,指出了外部环境发展机遇很大,但存在威胁因素,环境变化迅速;然后梳理了w公司的内部营销现状,指出其当前的营销策略中存在的问题,主要有产品结构单一、定价机制不合理、渠道体系不成熟、促销策略单一等问题。在此基础上,结合swot分析工具对w公司的竞争优势、劣势、机会、威胁进行总结阐述。运用stp理论对w公司gis产品的目标市场进行了细分和选择,明确了差异化竞争原则,以专业定制化和高性价比作为其市场定位。并进一步从4p理论的角度对其营销策略从产品、价格、渠道、促销四个方面进行了优化设计和建议,主要包括差异化和行业专业化的产品策略,以及根据成本、需求、竞争导向的定价策略,以分销渠道管理和网络营销渠道为主要特点的渠道策略,以广告宣传、销售促进和捆绑服务为特点的促销策略。从而为w公司提高整体营销能力提供了具有指导意义的方案,也可以作为同行业和其他行业具有类似特点的创业型公司制定营销策略的参考。
[Abstract]:Geographical information industry is a strategic new high-tech industry in China, which plays an important supporting role in the construction of national information industry. In recent years, with the implementation of the national informatization strategy, such as the construction of intelligent cities in China, the industry has ushered in the opportunity of rapid development, and the market demand for GIS software products has increased year by year. With the rapid development of the market, on the one hand, the number of manufacturers entering the field of GIS software is gradually increasing, and the market competition is becoming more and more fierce; on the other hand, the overall growth rate of the national economy has declined in recent years, and the policy and the industry environment have changed rapidly. Coupled with the rapid development of software technology, customer demand is changeable. Under the influence of many factors, the small technological startups such as W Company begin to meet the bottleneck and difficulty of development after experiencing the initial high speed growth. Based on the above situation, this paper analyzes the marketing environment of W Company from the point of view of marketing, using the relevant theories and tools of marketing, and tries to find out the problems existing in the marketing process of W Company. Then some suggestions are put forward from the aspects of target market selection and marketing strategy optimization so as to benefit W company's operation and development. First of all, this paper analyzes the external marketing environment of w company from the macro environment, industry environment, competitors and so on, and points out that the external environment has great opportunities for development, but there are threat factors, and the environment changes rapidly; Then combing the internal marketing situation of w company, the paper points out the problems existing in its current marketing strategy, such as single product structure, unreasonable pricing mechanism, immature channel system, single promotion strategy, and so on. On this basis, combined with the swot analysis tool, we summarize the competitive advantages, disadvantages, opportunities and threats of w Company. By using stp theory, the target market of gis products of w company is divided and selected, and the principle of differential competition is defined. The market orientation of gis products is based on specialty customization and high performance-price ratio. Furthermore, from the angle of 4p theory, the author optimizes the design and suggestion of its marketing strategy from four aspects: product, price, channel and promotion, mainly including the product strategy of differentiation and industry specialization, and according to the cost, demand, etc. Competition-oriented pricing strategy, with the distribution channel management and network marketing channels as the main characteristics of the channel strategy, advertising, sales promotion and bundling services as the characteristics of the promotion strategy. Therefore, it provides a guiding scheme for w company to improve its overall marketing ability, and can also be used as a reference for entrepreneurial companies with similar characteristics in the same industry and other industries to formulate marketing strategies
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F49

【相似文献】