本文關(guān)鍵詞： 中小IT服務(wù)企業(yè) 市場開拓 策略　出處：《安徽大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著網(wǎng)絡(luò)技術(shù)的發(fā)展,我國IT服務(wù)業(yè)快速增長,市場空間不斷增大,IT服務(wù)業(yè)已經(jīng)成為我國IT產(chǎn)業(yè)的重要組成部分。并且,隨著我國IT服務(wù)業(yè)的發(fā)展,我國IT服務(wù)廠商競爭整合并購趨勢明顯,外包市場將成為增長最快的細分領(lǐng)域；并且,隨著云技術(shù)的發(fā)展,IT服務(wù)商將轉(zhuǎn)型為云服務(wù)提供商,產(chǎn)品化的IT服務(wù)提供能力將成為未來的關(guān)注重點。IT業(yè)的快速發(fā)展帶來了許多商機,也為中小IT服務(wù)也提供了更廣闊的市場空間。但是,IT服務(wù)業(yè)面臨的市場環(huán)境也發(fā)生了巨大變化,買方市場日趨細分和多元化,消費需求行為趨于個性化和合理化,產(chǎn)品均質(zhì)化趨勢加強,營銷渠道的結(jié)構(gòu)性也加強了,而且以品牌為核心的競爭擴大,營銷方式也從大規(guī)模無差異向個性化定制轉(zhuǎn)化。面對巨大的市場商機,中小IT服務(wù)企業(yè)由于自身存在規(guī)模小、實力弱、產(chǎn)品單一、管理不規(guī)范等問題,很難有效進行市場開拓,因而很難與大服務(wù)企業(yè)競爭,從而也導致了我國中小IT服務(wù)企業(yè)成長性弱,死亡率高的特點。 市場開拓是一個系統(tǒng)工程,而客戶是中小IT服務(wù)企業(yè)進行市場開拓的核心。但是,在當前中小]T服務(wù)企業(yè)市場開拓的過程中,還存在定價不合理、目標市場選擇過于主觀、分銷渠道抵效、促銷活動存在缺陷、服務(wù)人員整體服務(wù)質(zhì)量不高等問題。產(chǎn)生這些問題的原因是多方面的,既與傳統(tǒng)思想誤區(qū)有關(guān),也與中小IT服務(wù)企業(yè)缺乏完善的市場開拓方案、創(chuàng)新能力不足、企業(yè)信息化應(yīng)用水平不高有關(guān)。因此,在激烈競爭的市場環(huán)境中,如何利用有效的市場開拓策略,促進中小IT服務(wù)企業(yè)的良好發(fā)展,對中小企業(yè)具有重要的意義。 本論文以中小IT服務(wù)企業(yè)為研究對象,首先從市場開拓的環(huán)境分析、市場開拓的問題分析、市場開拓的策略分析三個方面,總結(jié)現(xiàn)有的市場開拓理論,為后續(xù)的研究提供理論依據(jù)。接著,從IT服務(wù)業(yè)發(fā)展的現(xiàn)狀及趨勢出發(fā),分析IT服務(wù)市場的現(xiàn)狀,總結(jié)中小IT服務(wù)業(yè)市場開拓存在的問題,并對產(chǎn)生這些問題的原因進行了深入分析,并對中小IT服務(wù)企業(yè)與大企業(yè)進行SWOT分析,從而分析中小服務(wù)企業(yè)的競爭力。在以上研究的基礎(chǔ)上,從觀念創(chuàng)新、目標市場的選擇、產(chǎn)品策略、價格策略、促銷策略、銷售渠道策略、客戶關(guān)系策略、產(chǎn)品服務(wù)策略幾個方而出發(fā),設(shè)計出中小IT、IT服務(wù)企業(yè)市場開拓的策略,以期為中小IT服務(wù)企業(yè)的市場開拓提供指導。最后,本文通過具體案例分析,增強了所設(shè)計的市場開拓策略的可行性。 本文的創(chuàng)新點在于，一方面通過SWOT分析法,對中小IT服務(wù)企業(yè)與大企業(yè)進行了比較分析,從而為中小IT服務(wù)企業(yè)的分析提供了方法指導；另一方面,論文從觀念創(chuàng)新、目標市場的選擇、產(chǎn)品策略、價格策略、銷售渠道策略、促銷策略幾個方面出發(fā),系統(tǒng)的設(shè)計出中小IT服務(wù)企業(yè)市場開拓的策略,并通過具體案例分析,增強了研究的可行性,使研究結(jié)論更有說服力。
[Abstract]:With the development of network technology, the rapid growth of IT service industry in China, the increasing market space IT service industry has become an important part of our IT industry, and with the development of IT service industry in China. The trend of competition and integration of IT service manufacturers in China is obvious, and outsourcing market will become the fastest growing subdivision area. Moreover, with the development of cloud technology, IT service providers will transform into cloud service providers, the production of IT services will become the focus of attention in the future. The rapid development of IT will bring a lot of business opportunities. It also provides a broader market space for small and medium-sized IT services. However, the market environment of IT service industry has also changed dramatically, and the buyer's market is becoming more and more subdivided and diversified. Consumer demand behavior tends to be individualized and rationalized, the trend of product homogenization is strengthened, the structure of marketing channel is also strengthened, and the competition with brand as the core is expanded. In the face of huge market opportunities, small and medium-sized IT service enterprises have problems such as small scale, weak strength, single product, non-standard management and so on. It is very difficult to develop the market effectively, so it is difficult to compete with the large service enterprises, which also leads to the characteristics of weak growth and high mortality of small and medium-sized IT service enterprises in China. Market development is a system engineering, and customer is the core of small and medium-sized IT service enterprises to develop the market. However, in the process of market development of small and medium T service enterprises, pricing is not reasonable. The target market choice is too subjective, the distribution channel is effective, the promotion activity exists the flaw, the service personnel overall service quality is not high and so on. It is also related to the lack of perfect market development plan, insufficient innovation ability and low level of information application in small and medium-sized IT service enterprises. Therefore, in the fierce competition market environment. How to utilize effective market development strategy to promote the good development of small and medium-sized IT service enterprises is of great significance to small and medium-sized enterprises. In this paper, small and medium-sized IT service enterprises as the research object, first of all, from the market development environment analysis, market development problem analysis, market development strategy analysis of three aspects, summarized the existing market development theory. Then, from the current situation and trend of the development of IT service industry, this paper analyzes the current situation of IT service market, summarizes the problems in the development of small and medium-sized IT service market. And the causes of these problems are deeply analyzed, and small and medium-sized IT service enterprises and large enterprises are analyzed by SWOT to analyze the competitiveness of small and medium-sized service enterprises. On the basis of the above research. From the concept innovation, the choice of target market, product strategy, price strategy, promotion strategy, sales channel strategy, customer relationship strategy, product service strategy, design small and medium IT. The strategy of market development of IT service enterprises is expected to provide guidance for the market development of small and medium-sized IT service enterprises. Finally, through the analysis of specific cases, the feasibility of the designed strategy of market development is enhanced. The innovation of this paper lies in that, on the one hand, through SWOT analysis, the small and medium-sized IT service enterprises and large enterprises are compared and analyzed, thus providing method guidance for the analysis of small and medium-sized IT service enterprises; On the other hand, the paper from the concept innovation, the choice of target market, product strategy, price strategy, sales channel strategy, promotion strategy from several aspects. The strategy of market development of small and medium-sized IT service enterprises is designed systematically, and the feasibility of the research is enhanced by case analysis, which makes the conclusion more persuasive.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F49;F274

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