神州數(shù)碼的營(yíng)銷策略探析
發(fā)布時(shí)間：2018-11-10 22:20
【摘要】：市場(chǎng)競(jìng)爭(zhēng)是企業(yè)在市場(chǎng)經(jīng)濟(jì)中必然要面對(duì)現(xiàn)實(shí)狀況,而企業(yè)如何在市場(chǎng)競(jìng)爭(zhēng)中獲得競(jìng)爭(zhēng)優(yōu)勢(shì),一直是學(xué)者們研究的對(duì)象。研究者普遍認(rèn)為,企業(yè)營(yíng)銷能力是企業(yè)競(jìng)爭(zhēng)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(yíng)銷能力,在于根據(jù)市場(chǎng)需求變化進(jìn)行營(yíng)銷模式的創(chuàng)新,通過市場(chǎng)研究與分析,制定適合企業(yè)自身發(fā)展的營(yíng)銷戰(zhàn)略、選取有效的目標(biāo)細(xì)分市場(chǎng),通過整體性的營(yíng)銷努力,有效運(yùn)用4Ps營(yíng)銷工具,達(dá)到營(yíng)銷目標(biāo)及企業(yè)持續(xù)健康發(fā)展的戰(zhàn)略。這一系列的行動(dòng)組合起來就是營(yíng)銷管理,在市場(chǎng)營(yíng)銷中發(fā)揮企業(yè)的管理職能,才能使市場(chǎng)營(yíng)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(yíng)銷管理的主要任務(wù)是對(duì)需求進(jìn)行管理,不同的需求狀態(tài)決定了不同的營(yíng)銷模式,通過制定營(yíng)銷戰(zhàn)略和營(yíng)銷策略、獲取營(yíng)銷視野、建立強(qiáng)勢(shì)品牌、根據(jù)顧客需求設(shè)計(jì)市場(chǎng)供應(yīng)物、實(shí)現(xiàn)長(zhǎng)期增長(zhǎng)等一系列任務(wù)使企業(yè)健康持續(xù)發(fā)展。 IT行業(yè)作為具有鮮明時(shí)代特征的行業(yè),越來越多的IT企業(yè)根據(jù)市場(chǎng)需求和消費(fèi)者需求的變化不斷地調(diào)整營(yíng)銷戰(zhàn)略與營(yíng)銷策略以保證自己長(zhǎng)久的生命力。但企業(yè)采用哪種營(yíng)銷模式以迎合市場(chǎng)需要的變化?在這個(gè)行業(yè)中怎樣進(jìn)行市場(chǎng)營(yíng)銷活動(dòng)和對(duì)其營(yíng)銷活動(dòng)進(jìn)行管理?這些是值得我們關(guān)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(duì)象,基于市場(chǎng)營(yíng)銷理論和文獻(xiàn)資料為研究理論基礎(chǔ),對(duì)神州數(shù)碼的營(yíng)銷策略進(jìn)行調(diào)查、研究、分析,試圖找出其營(yíng)銷策略中存在的問題,提出神州數(shù)碼營(yíng)銷策略的改進(jìn)措施和建議。本文主要分為四部分。 第一,對(duì)神州數(shù)碼所處的宏觀環(huán)境及微觀環(huán)境進(jìn)行環(huán)境分析,主要從國(guó)家政策、經(jīng)濟(jì)環(huán)境、IT行業(yè)分析闡述神州數(shù)碼所面臨的營(yíng)銷環(huán)境,及其本企業(yè)營(yíng)銷戰(zhàn)略制定的影響。第二,本文結(jié)合相關(guān)營(yíng)銷理論知識(shí),如企業(yè)的經(jīng)營(yíng)理念、營(yíng)銷戰(zhàn)略、營(yíng)銷策略、STP營(yíng)銷理論及4Ps營(yíng)銷工具,分析神州數(shù)碼所面臨的市場(chǎng)需求、市場(chǎng)份額、客戶群體等方面以及其采取的營(yíng)銷策略。第三,在此基礎(chǔ)上提出了對(duì)神州數(shù)碼營(yíng)銷模式和營(yíng)銷策略的改進(jìn)措施和建議,如加強(qiáng)品牌建設(shè)、注重對(duì)新產(chǎn)品的開發(fā)、多種營(yíng)銷模式相結(jié)合、提供高水平服務(wù)等。第四是結(jié)論部分,筆者針對(duì)本文得出的結(jié)論進(jìn)行總結(jié)陳述,預(yù)測(cè)了IT企業(yè)營(yíng)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(jìn)一步加深了對(duì)營(yíng)銷理論知識(shí)的學(xué)習(xí)與理解,并能很好地將營(yíng)銷理論跟營(yíng)銷實(shí)踐結(jié)合分析,對(duì)今后的營(yíng)銷工作具有一定指導(dǎo)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(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：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(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.63;F274
【共引文獻(xiàn)】
相關(guān)期刊論文 前10條
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2 王軍;;基于動(dòng)態(tài)能力理論的企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)分析[J];安徽電氣工程職業(yè)技術(shù)學(xué)院學(xué)報(bào);2008年02期
3 康建中;持續(xù)競(jìng)爭(zhēng)力:公司戰(zhàn)略管理的核心[J];安徽大學(xué)學(xué)報(bào);2003年04期
4 王t，
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