本文選題：兩化融合　切入點：工業(yè)軟件　出處：《華中科技大學》2015年碩士論文

【摘要】：黨中央和國務院提出的信息化和工業(yè)化深度融合(以下簡稱“兩化融合”)的偉大戰(zhàn)略舉措,其目的就是要使我國工業(yè)制造業(yè)的技術水平進行全面提升,從而實現(xiàn)中華民族的偉大復興。其中工業(yè)軟件作為現(xiàn)代工業(yè)發(fā)展的神經(jīng)中樞,其發(fā)展對于推動中國工業(yè)“兩化融合”的深入進行非常重要。國內(nèi)工業(yè)軟件企業(yè)由于市場營銷能力薄弱,企業(yè)發(fā)展不盡人意,有的甚至舉步維艱。因此,如何在日趨復雜的中國工業(yè)軟件市場競爭環(huán)境下,結合國產(chǎn)軟件企業(yè)自身競爭優(yōu)勢,制定出適合的市場營銷策略,助其發(fā)展壯大是一個非�，F(xiàn)實的問題。本文基于現(xiàn)代市場營銷理論的指導下,結合中國“兩化融合”的發(fā)展現(xiàn)狀和中國工業(yè)軟件市場的行業(yè)特點,以YH工業(yè)軟件公司(以下簡稱YH公司)為案例進行市場營銷策略研究。針對YH公司自主研發(fā)的工業(yè)門戶軟件,工業(yè)數(shù)據(jù)總線軟件,制造業(yè)務流程管理軟件,工業(yè)主數(shù)據(jù)軟件和制造決策軟件5大類工業(yè)中間件產(chǎn)品,從市場營銷環(huán)境角度進行全方位的行業(yè)市場研究分析,歸納工業(yè)軟件市場的發(fā)展趨勢。同時運用SWOT分析理論,對YH公司軟件產(chǎn)品的優(yōu)勢,劣勢,市場機遇和競爭威脅進行分析,確定YH公司的核心競爭力就是自主安全可信的國產(chǎn)工業(yè)中間件產(chǎn)品提供商。通過市場細分策略,選擇出適合YH公司產(chǎn)品市場營銷的中國離散型制造業(yè)為目標市場,把航天航空、船舶、汽車和特種裝備制造業(yè)作為重點行業(yè)。并把服務營銷和口碑營銷策略運用到工業(yè)軟件市場營銷中,優(yōu)化YH公司當前市場營銷策略的不足,給出適合YH公司的市場營銷策略組合,助力其成為具有中國特色的工業(yè)軟件行業(yè)先鋒。
[Abstract]:The great strategic move of the Party Central Committee and the State Council for the deep integration of information and industrialization (hereinafter referred to as "the integration of the two industries") is aimed at comprehensively upgrading the technological level of China's industrial manufacturing industry. So as to achieve the great rejuvenation of the Chinese nation. Industrial software, as the nerve center of modern industrial development, Its development is very important to promote the further development of Chinese industry. Because of the weak marketing ability of domestic industrial software enterprises, the development of enterprises is unsatisfactory, and some of them are even struggling. How to work out suitable marketing strategies in the increasingly complex competitive environment of China's industrial software market, combining with the domestic software enterprises' own competitive advantages, It is a very realistic problem to help it to develop and strengthen. Under the guidance of modern marketing theory, this paper combines the current situation of China's "integration of two industries" and the industry characteristics of China's industrial software market. Taking YH Industrial Software Company (hereinafter referred to as YH Company) as a case study on marketing strategy, aiming at the industrial portal software, industrial data bus software, manufacturing business process management software developed by YH Company, Five kinds of industrial middleware products, industrial master data software and manufacturing decision software, are studied and analyzed from the angle of marketing environment, and the development trend of industrial software market is summarized. At the same time, SWOT analysis theory is used. By analyzing the strengths, weaknesses, market opportunities and competitive threats of YH's software products, it is determined that the core competitiveness of YH Company is the independent, secure and credible domestic provider of industrial middleware products. Select the Chinese discrete manufacturing industry which is suitable for the marketing of YH products as the target market. The automobile and special equipment manufacturing industry is the key industry. The service marketing and word-of-mouth marketing strategy are applied to the industrial software marketing, the deficiency of YH company's current marketing strategy is optimized, and the marketing strategy combination suitable for YH company is given. Help to become a Chinese characteristics of the industrial software industry pioneer.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F49;F274

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本文編號：1696057