本文選題：系統(tǒng)集成　切入點：汽車后市場　出處：《中南大學(xué)》2014年碩士論文

【摘要】：摘要：信息技術(shù)的不斷創(chuàng)新和融合,對傳統(tǒng)的商業(yè)模式產(chǎn)生很大沖擊。中國汽車后市場領(lǐng)域的智能信息化需求不斷攀升,其發(fā)展更加趨向于智能化和集成化方向。行業(yè)發(fā)展日新月異,傳統(tǒng)的營銷模式已經(jīng)無法適應(yīng)發(fā)展的需要,該領(lǐng)域內(nèi)大量的信息企業(yè)面臨著“營銷短板”的困境。易時科技作為一家專業(yè)的管理咨詢與信息技術(shù)解決方案供應(yīng)商,在營銷實踐中不斷突破傳統(tǒng)營銷模式,但在營銷策略上仍然難免存在很多問題。本文試圖總結(jié)易時科技的營銷實踐,并結(jié)合相關(guān)理論探索新的營銷模式,以此突破營銷困境。 首先,通過梳理相關(guān)營銷理論,筆者提出解決方案式營銷是一種以解決方案為產(chǎn)品形式的營銷活動,其針對客戶的個性需求或潛在問題提出一體化解決方案,以實現(xiàn)承載各種功能的產(chǎn)品、技術(shù)、服務(wù)甚至是應(yīng)用集成的銷售。解決方案能夠與客戶需求動態(tài)匹配,實現(xiàn)與客戶共創(chuàng)價值。其后,運用3C模型和SWOT分析,本文對易時科技營銷活動做了全面的背景分析。結(jié)合分析的結(jié)果,筆者認為易時科技需要結(jié)合自身的優(yōu)勢,開展解決方案式營銷。具體而言,易時科技應(yīng)該塑造積極的營銷文化、培養(yǎng)解決方案式營銷理念、保持柔性產(chǎn)品理念。營銷過程中,注重大客戶關(guān)系,爭取產(chǎn)品優(yōu)勢,維持積極溝通、服務(wù)策略和靈活的議價策略,規(guī)范解決方案式營銷流程,并且進行必要的營銷控制。
[Abstract]:Absrtact: the continuous innovation and integration of information technology have a great impact on the traditional business model.The demand for intelligent information in the field of automobile market in China is increasing, and its development tends to the direction of intelligence and integration.With the rapid development of the industry, the traditional marketing model has been unable to meet the needs of development. A large number of information enterprises in this field are facing the dilemma of "marketing shortboard".As a professional provider of management consulting and information technology solutions, EPS has broken through the traditional marketing model in marketing practice, but there are still many problems in marketing strategy.This paper attempts to summarize the marketing practice of Yi Shi and explore a new marketing model combined with relevant theories in order to break through the marketing dilemma.First of all, by combing the relevant marketing theory, the author puts forward that the solution marketing is a kind of marketing activity in the form of solution, which aims at the individual needs or potential problems of customers.To carry the various functions of products, technologies, services and even application integration sales.The solution can dynamically match with customer needs and achieve value creation with customers.Then, by using 3C model and SWOT analysis, this paper makes a comprehensive background analysis on the technology marketing activities of Yi Shi.Combined with the results of the analysis, the author thinks that Yi Shi needs to combine its own advantages to develop the solution marketing.In particular, the technology of Yi Shi should shape the positive marketing culture, cultivate the concept of solution marketing and keep the concept of flexible products.In the process of marketing, we should pay attention to the relation of the big customer, strive for the advantage of the product, maintain the positive communication, service strategy and flexible bargaining strategy, standardize the solution marketing process, and carry on the necessary marketing control.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F49;F274

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