本文關(guān)鍵詞： 遙感衛(wèi)星 國產(chǎn)商業(yè)遙感衛(wèi)星數(shù)據(jù) 商業(yè)化 營(yíng)銷策略　出處：《北京工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：全球高分辨率遙感衛(wèi)星經(jīng)過幾十年的發(fā)展和應(yīng)用,尤其是近幾年突飛猛進(jìn)的發(fā)展,逐步實(shí)現(xiàn)市場(chǎng)化、商業(yè)化和產(chǎn)業(yè)化。近年來我國遙感衛(wèi)星技術(shù)迅速發(fā)展,遙感衛(wèi)星發(fā)射數(shù)量激增,從“十一五”開始,我國就集中出臺(tái)了一系列促進(jìn)國產(chǎn)商業(yè)遙感衛(wèi)星技術(shù)發(fā)展和商業(yè)化改革的政策,民用遙感衛(wèi)星技術(shù)飛速發(fā)展,遙感衛(wèi)星應(yīng)用產(chǎn)業(yè)的市場(chǎng)準(zhǔn)入限制逐步放寬,多元化投資主體也將被鼓勵(lì)進(jìn)入衛(wèi)星應(yīng)用產(chǎn)業(yè)。現(xiàn)階段我國負(fù)責(zé)國產(chǎn)商業(yè)遙感衛(wèi)星數(shù)據(jù)分發(fā)的單位為A單位,用戶在向A單位購買或者申請(qǐng)使用國產(chǎn)遙感衛(wèi)星數(shù)據(jù)時(shí)經(jīng)常遇到數(shù)據(jù)質(zhì)量差、手續(xù)繁瑣、售后服務(wù)質(zhì)量低等問題。我國國產(chǎn)商業(yè)遙感衛(wèi)星數(shù)據(jù)處于商業(yè)化的初期階段,面對(duì)已經(jīng)發(fā)展較成熟的歐美遙感強(qiáng)國的市場(chǎng)競(jìng)爭(zhēng)壓力,A單位迫切需要有針對(duì)性的營(yíng)銷策略做指導(dǎo),而A單位營(yíng)銷隊(duì)伍成立時(shí)間短、營(yíng)銷人員經(jīng)驗(yàn)不足、無有針對(duì)性的營(yíng)銷策略,A單位營(yíng)銷策略的不足極大得阻礙了我國國產(chǎn)商業(yè)遙感衛(wèi)星數(shù)據(jù)產(chǎn)業(yè)的快速健康發(fā)展。本文結(jié)合法國、美國等遙感衛(wèi)星強(qiáng)國的遙感數(shù)據(jù)商業(yè)化道路和營(yíng)銷策略,從A單位本身出發(fā),對(duì)國產(chǎn)遙感數(shù)據(jù)商業(yè)化的市場(chǎng)和產(chǎn)品進(jìn)行分析和定位,同時(shí)對(duì)A單位面臨的行業(yè)競(jìng)爭(zhēng)環(huán)境進(jìn)行分析,然后對(duì)A單位自身在遙感衛(wèi)星數(shù)據(jù)營(yíng)銷方面的優(yōu)劣勢(shì)進(jìn)行分析,并最終嘗試制定出A單位現(xiàn)階段的國產(chǎn)商業(yè)遙感衛(wèi)星數(shù)據(jù)的營(yíng)銷策略,為當(dāng)下我國國產(chǎn)商業(yè)遙感衛(wèi)星數(shù)據(jù)的營(yíng)銷工作以及營(yíng)銷策略的不斷完善提供借鑒。
[Abstract]:The global high resolution remote sensing satellite after decades of development and application, especially the rapid development in recent years, and gradually realize the marketization, commercialization and industrialization. In recent years, the rapid development of China's satellite remote sensing technology, remote sensing satellite launch a surge in the number from 11th Five-Year began, China will focus on the introduction of a series of promotion the development of domestic commercial satellite remote sensing technology and commercial reform policy, the rapid development of civilian satellite remote sensing technology, remote sensing satellite application industry market access restrictions gradually relaxed, diversified investment will also be encouraged to enter the satellite application industry. At the present stage in our country for domestic commercial remote sensing satellite data distribution of A units, the user to A the unit purchase or for the use of domestic satellite remote sensing data often have poor data quality, cumbersome, low service quality and customer service problems. China's commercial production. The sense of satellite data in the early stage of the business, in the face of market development and mature of the remote sensing power has the pressure of competition, there is an urgent need to do A unit guidance targeted marketing strategy, marketing team and A units set up a short time, the marketing staff lack of experience, no targeted marketing strategy, A marketing unit the strategy greatly hindered China's domestic commercial remote sensing satellite data rapid and healthy development of the industry. Based on the remote sensing data of France, the road of commercialization and marketing strategy of the United States and other remote sensing satellite power, starting from the A unit itself, analysis and location of the remote sensing data of domestic commercial market and products, while the A unit faces the competitive environment of the industry is analyzed, and then the A units in remote sensing satellite data marketing analysis of the advantages and disadvantages, and finally try to make A units at this stage of the domestic business The marketing strategy of remote sensing satellite data provides a reference for the current marketing work of China's domestic commercial remote sensing satellite data and the continuous improvement of marketing strategy.

【學(xué)位授予單位】：北京工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.5;F274

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相關(guān)期刊論文 前1條

1 艾學(xué)崗;;國土資源遙感技術(shù)發(fā)展現(xiàn)狀及未來態(tài)勢(shì)[J];北京農(nóng)業(yè);2013年33期

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本文編號(hào)：1512058