【摘要】：國(guó)內(nèi)中間件行業(yè)興起于上世紀(jì)90年代中期，進(jìn)入21世紀(jì)后，在全球中間件技術(shù)發(fā)展和國(guó)家的優(yōu)惠政策的大力扶持下得到了快速發(fā)展。特別是隨著國(guó)家“核高基”重大專項(xiàng)工作的推進(jìn)和資金的陸續(xù)到位，國(guó)產(chǎn)基礎(chǔ)軟件尤其是國(guó)產(chǎn)中間件企業(yè)迎來(lái)了更好的發(fā)展機(jī)遇，整個(gè)行業(yè)正醞釀著重新洗牌的壓力和動(dòng)力。 A公司一個(gè)典型的中小型中間件企業(yè)，經(jīng)過(guò)近十年的發(fā)展，仍然存在著國(guó)內(nèi)整個(gè)行業(yè)的通病——重技術(shù)，輕營(yíng)銷。在將近十年的發(fā)展力，，不但沒(méi)有形成品牌沉積，反而營(yíng)銷利潤(rùn)在逐年下降，顯然，在面臨中國(guó)快速變化的中間件市場(chǎng)和來(lái)自國(guó)際競(jìng)爭(zhēng)對(duì)手的壓力下，市場(chǎng)份額逐年減少，發(fā)展腳步變得力不從心。同時(shí)A公司建立伊始就有“建立國(guó)際一流的企業(yè)中間件整合平臺(tái)”這一戰(zhàn)略目標(biāo)，現(xiàn)有的傳統(tǒng)營(yíng)銷策略使A公司裹足不前，顯然已經(jīng)不能滿足其發(fā)展戰(zhàn)略的要求。 本文選擇A公司這樣一個(gè)代表性的中小型中間件企業(yè)，根據(jù)企業(yè)現(xiàn)存的營(yíng)銷難、市場(chǎng)份額小的現(xiàn)狀，追溯產(chǎn)生這些現(xiàn)象的原因，深度分析A公司的目標(biāo)客戶群，根據(jù)目標(biāo)客戶群的特征，結(jié)合客戶關(guān)系相關(guān)理論和協(xié)同營(yíng)銷理念，提出一個(gè)適合A公司這樣的中小型中間件企業(yè)的新型協(xié)同營(yíng)銷模式，以期獲得長(zhǎng)期穩(wěn)定的盈利，并可以推而廣之，為這一類型的中間件企業(yè)提供一定的參考作用。 本文在對(duì)A公司中間件產(chǎn)品的市場(chǎng)營(yíng)銷策略的研究制定過(guò)程中，通過(guò)分析目標(biāo)客戶群，深入研究A公司的經(jīng)營(yíng)現(xiàn)狀、在市場(chǎng)營(yíng)銷中的問(wèn)題和問(wèn)題背后的原因，進(jìn)而分析公司現(xiàn)階段營(yíng)銷策略的優(yōu)勢(shì)、劣勢(shì)、面臨的機(jī)會(huì)和威脅（SWOT分析），找到在目標(biāo)、內(nèi)部環(huán)境和外部環(huán)境三者之間取得動(dòng)態(tài)平衡的決策，最后提出協(xié)同營(yíng)銷策略實(shí)施方案和保障措施。為我國(guó)中小型軟件提供一定的理論借鑒作用，幫助企業(yè)了解競(jìng)爭(zhēng)環(huán)境，提高競(jìng)爭(zhēng)能力，采取有效的市場(chǎng)營(yíng)銷策略。期望我國(guó)本土的中間件企業(yè)能夠打破了國(guó)外品牌處于主導(dǎo)地位的局面，在這場(chǎng)殘酷的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出，從而造就一批最專業(yè)、最優(yōu)秀的民族軟件企業(yè)。
[Abstract]:The domestic middleware industry rose in the middle of 1990s. After entering the 21st century, with the support of the global middleware technology development and national preferential policies, it has developed rapidly. In particular, with the national "nuclear high base" major special work and funds in place, domestic basic software, especially domestic middleware enterprises ushered in better development opportunities, the whole industry is brewing the pressure and power to reshuffle. A typical small and medium-sized middleware enterprise, after nearly ten years of development, there is still a common problem of the whole domestic industry-emphasis on technology, not marketing. After nearly a decade of development, not only has the brand not been deposited, but the marketing profit has been declining year by year. Obviously, under the pressure of the rapidly changing middleware market in China and the pressure from international competitors, the market share has been decreasing year by year. The pace of development has become inadequate. At the same time, company A has the strategic goal of "establishing an international first-class enterprise middleware integration platform" from the beginning of its establishment. The existing traditional marketing strategy makes A company hold back, which obviously can not meet the requirements of its development strategy. This paper chooses A company as a representative middle and small scale middleware enterprise, according to the existing marketing difficulties and small market share of the enterprise, tracing the causes of these phenomena, in-depth analysis of A company's target customer base. According to the characteristics of the target customer group, combined with the related theory of customer relationship and cooperative marketing concept, a new cooperative marketing model suitable for small and medium-sized middleware enterprises such as company A is put forward in order to obtain long-term and stable profits. And can be generalized, for this type of middleware enterprises to provide a certain reference. In the course of researching and formulating the marketing strategy of A company's middleware products, this paper analyzes the target customer group, deeply studies the current situation of A company's operation, the problems in marketing and the reasons behind the problems. Then analyze the company's current marketing strategy strengths, weaknesses, opportunities and threats (SWOT analysis), find a dynamic balance between the objectives, internal environment and external environment, Finally, the implementation scheme and safeguard measures of cooperative marketing strategy are put forward. It can help enterprises understand the competitive environment, improve their competitive ability and adopt effective marketing strategies. It is expected that the local middleware enterprises in China can break the dominant position of foreign brands and stand out in this cruel market competition, thus creating a group of the most professional and excellent national software enterprises.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274

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本文編號(hào)：2349411