神州數(shù)碼的營銷策略探析
發(fā)布時間：2018-11-10 22:20
【摘要】：市場競爭是企業(yè)在市場經濟中必然要面對現(xiàn)實狀況,而企業(yè)如何在市場競爭中獲得競爭優(yōu)勢,一直是學者們研究的對象。研究者普遍認為,企業(yè)營銷能力是企業(yè)競爭力的最主要核心能力之一,是企業(yè)獲利的主要能力。企業(yè)要提高營銷能力,在于根據市場需求變化進行營銷模式的創(chuàng)新,通過市場研究與分析,制定適合企業(yè)自身發(fā)展的營銷戰(zhàn)略、選取有效的目標細分市場,通過整體性的營銷努力,有效運用4Ps營銷工具,達到營銷目標及企業(yè)持續(xù)健康發(fā)展的戰(zhàn)略。這一系列的行動組合起來就是營銷管理,在市場營銷中發(fā)揮企業(yè)的管理職能,才能使市場營銷變得井然有序,也才能使企業(yè)得以良性、持續(xù)、靈活發(fā)展。營銷管理的主要任務是對需求進行管理,不同的需求狀態(tài)決定了不同的營銷模式,通過制定營銷戰(zhàn)略和營銷策略、獲取營銷視野、建立強勢品牌、根據顧客需求設計市場供應物、實現(xiàn)長期增長等一系列任務使企業(yè)健康持續(xù)發(fā)展。 IT行業(yè)作為具有鮮明時代特征的行業(yè),越來越多的IT企業(yè)根據市場需求和消費者需求的變化不斷地調整營銷戰(zhàn)略與營銷策略以保證自己長久的生命力。但企業(yè)采用哪種營銷模式以迎合市場需要的變化?在這個行業(yè)中怎樣進行市場營銷活動和對其營銷活動進行管理?這些是值得我們關注和研究的。本文以IT行業(yè)為研究背景、以筆者所在公司——神州數(shù)碼為研究對象,基于市場營銷理論和文獻資料為研究理論基礎,對神州數(shù)碼的營銷策略進行調查、研究、分析,試圖找出其營銷策略中存在的問題,提出神州數(shù)碼營銷策略的改進措施和建議。本文主要分為四部分。 第一,對神州數(shù)碼所處的宏觀環(huán)境及微觀環(huán)境進行環(huán)境分析,主要從國家政策、經濟環(huán)境、IT行業(yè)分析闡述神州數(shù)碼所面臨的營銷環(huán)境,及其本企業(yè)營銷戰(zhàn)略制定的影響。第二,本文結合相關營銷理論知識,如企業(yè)的經營理念、營銷戰(zhàn)略、營銷策略、STP營銷理論及4Ps營銷工具,分析神州數(shù)碼所面臨的市場需求、市場份額、客戶群體等方面以及其采取的營銷策略。第三,在此基礎上提出了對神州數(shù)碼營銷模式和營銷策略的改進措施和建議,如加強品牌建設、注重對新產品的開發(fā)、多種營銷模式相結合、提供高水平服務等。第四是結論部分,筆者針對本文得出的結論進行總結陳述,預測了IT企業(yè)營銷策略的未來研究方向以及本文的不足之處。 通過本次研究,使得筆者進一步加深了對營銷理論知識的學習與理解,并能很好地將營銷理論跟營銷實踐結合分析,對今后的營銷工作具有一定指導意義。
[Abstract]:Market competition is an inevitable reality for enterprises in the market economy, and how to obtain competitive advantage in market competition has always been the object of study by scholars. The researchers generally think that the marketing ability is one of the most important core competence and the main ability of profit. In order to improve the marketing ability, the enterprise should innovate the marketing mode according to the change of market demand, make the marketing strategy suitable for the enterprise's own development through market research and analysis, and select the effective target to segment the market. Through the overall marketing efforts, the effective use of 4Ps marketing tools to achieve marketing goals and sustainable and healthy development of the strategy. The combination of this series of actions is marketing management, in order to give full play to the management function of enterprises in marketing, to make marketing become orderly, and to enable enterprises to develop healthily, continuously and flexibly. The main task of marketing management is to manage the demand. Different demand states determine different marketing models. By making marketing strategy and marketing strategy, we can obtain marketing vision and establish strong brand. A series of tasks, such as designing market supplies according to customer demand and realizing long-term growth, make the enterprise develop healthily and continuously. As an industry with distinctive characteristics of the times, more and more IT enterprises constantly adjust their marketing strategies and marketing strategies according to the changes of market demand and consumer demand in order to ensure their long-term vitality. But what marketing model does an enterprise adopt to cater for changes in market demand? How to conduct and manage the marketing activities in this industry? These are worthy of our attention and study. This article takes the IT industry as the research background, takes the author's company-Shenzhou Digital as the research object, based on the marketing theory and the literature material as the research theory foundation, carries on the investigation, the research, the analysis to the Shenzhou Digital marketing strategy, This paper tries to find out the problems existing in its marketing strategy, and puts forward the improvement measures and suggestions of its digital marketing strategy. This paper is divided into four parts. Firstly, this paper analyzes the macro and micro environment of China Digital, mainly from the aspects of national policy, economic environment and IT industry analysis, and expounds the marketing environment faced by China Digital and the influence of its marketing strategy. Second, this article combines the related marketing theory knowledge, such as the enterprise management idea, the marketing strategy, the STP marketing theory and the 4Ps marketing tool, analyzes the market demand which the Shenzhou Digital faces, the market share, Customer groups and other aspects and its adopted marketing strategy. Thirdly, on the basis of this, the paper puts forward the improvement measures and suggestions to the digital marketing model and marketing strategy of Shenzhou, such as strengthening brand construction, paying attention to the development of new products, combining various marketing models, providing high level service, and so on. The fourth part is the conclusion, the author summarizes the conclusion of this paper, predicts the future research direction of IT marketing strategy and the shortcomings of this paper. Through this research, the author has further deepened the study and understanding of marketing theory knowledge, and can well combine marketing theory with marketing practice, which has certain guiding significance for the future marketing work.
【學位授予單位】：西南財經大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.63;F274
[Abstract]:Market competition is an inevitable reality for enterprises in the market economy, and how to obtain competitive advantage in market competition has always been the object of study by scholars. The researchers generally think that the marketing ability is one of the most important core competence and the main ability of profit. In order to improve the marketing ability, the enterprise should innovate the marketing mode according to the change of market demand, make the marketing strategy suitable for the enterprise's own development through market research and analysis, and select the effective target to segment the market. Through the overall marketing efforts, the effective use of 4Ps marketing tools to achieve marketing goals and sustainable and healthy development of the strategy. The combination of this series of actions is marketing management, in order to give full play to the management function of enterprises in marketing, to make marketing become orderly, and to enable enterprises to develop healthily, continuously and flexibly. The main task of marketing management is to manage the demand. Different demand states determine different marketing models. By making marketing strategy and marketing strategy, we can obtain marketing vision and establish strong brand. A series of tasks, such as designing market supplies according to customer demand and realizing long-term growth, make the enterprise develop healthily and continuously. As an industry with distinctive characteristics of the times, more and more IT enterprises constantly adjust their marketing strategies and marketing strategies according to the changes of market demand and consumer demand in order to ensure their long-term vitality. But what marketing model does an enterprise adopt to cater for changes in market demand? How to conduct and manage the marketing activities in this industry? These are worthy of our attention and study. This article takes the IT industry as the research background, takes the author's company-Shenzhou Digital as the research object, based on the marketing theory and the literature material as the research theory foundation, carries on the investigation, the research, the analysis to the Shenzhou Digital marketing strategy, This paper tries to find out the problems existing in its marketing strategy, and puts forward the improvement measures and suggestions of its digital marketing strategy. This paper is divided into four parts. Firstly, this paper analyzes the macro and micro environment of China Digital, mainly from the aspects of national policy, economic environment and IT industry analysis, and expounds the marketing environment faced by China Digital and the influence of its marketing strategy. Second, this article combines the related marketing theory knowledge, such as the enterprise management idea, the marketing strategy, the STP marketing theory and the 4Ps marketing tool, analyzes the market demand which the Shenzhou Digital faces, the market share, Customer groups and other aspects and its adopted marketing strategy. Thirdly, on the basis of this, the paper puts forward the improvement measures and suggestions to the digital marketing model and marketing strategy of Shenzhou, such as strengthening brand construction, paying attention to the development of new products, combining various marketing models, providing high level service, and so on. The fourth part is the conclusion, the author summarizes the conclusion of this paper, predicts the future research direction of IT marketing strategy and the shortcomings of this paper. Through this research, the author has further deepened the study and understanding of marketing theory knowledge, and can well combine marketing theory with marketing practice, which has certain guiding significance for the future marketing work.
【學位授予單位】：西南財經大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.63;F274
【共引文獻】
相關期刊論文 前10條
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