本文選題：云課堂 + 教育信息化�。� 參考：《西北大學》2015年碩士論文

【摘要】：本世紀以來,人類在科學技術、文化交流、經濟融通等眾多方面都取得了長足的進步,深刻地影響著每一個人的生活。同時,這些新的進步也導致新的經濟模式、商業(yè)業(yè)態(tài)、創(chuàng)新產品不斷涌現(xiàn),對整個市場經濟產生了巨大的影響。在這樣的背景下,市場營銷的理論體系也沒有停下發(fā)展的腳步,各種概念、學說、理論在學界被廣泛討論。環(huán)境的變革和理論的多樣性使得市場營銷的實踐工作往往容易陷入沒有思想指導的迷茫中,這樣很容易產生兩種后果,或者追新求奇成為機會主義者,或者固守陳規(guī)成為保守主義者。鑒于這樣的現(xiàn)實,本文嘗試以應用性研究為指導,一切從企業(yè)的實際出發(fā),從市場和社會環(huán)境出發(fā),結合成熟的市場營銷理論體系和新的營銷概念,對特定企業(yè)的特定產品進行市場營銷策略研究,努力以最為務實的態(tài)度解決企業(yè)的實際問題。本文建立在營銷與營銷策劃理論體系之上,以研究國內外相關營銷理論體系為先導,結合PEST環(huán)境分析,運用STP營銷理論對教育信息化中電教室類產品目標市場進行細分與定位,在論文資料搜集整理,問題分析研究的過程中,有選擇性地使用了一些學過的理論知識,比如經典的4Ps營銷策略理論體系。最后利用4Cs理論結合當下最新的營銷理念,制定出適合市場環(huán)境、結合產品特點與考慮公司現(xiàn)狀的營銷策略。并且,制定了與公司實際情況相適應的輔助措施和保障體系,藉此在最大程度上確保該營銷策略能夠順利落地實施。對于RJ公司來說,其“云課堂”產品在這一歷史機遇面前,如何通過合適的營銷理論,制定出適應當前環(huán)境的營銷策略并藉此取得市場先機、獲得競爭優(yōu)勢便顯得極其重要。本文以RJ公司“云課堂”產品的營銷策略制定為核心內容,前后涉及企業(yè)、行業(yè)宏觀環(huán)境和產品、市場微觀環(huán)境的分析,營銷工作的現(xiàn)狀分析與存在問題的發(fā)現(xiàn),從而進一步提出解決問題的思路,最終落腳在營銷策略的制定與實施。本文的目標是在當前環(huán)境下,如何利用傳統(tǒng)營銷理論體系結合新的營銷概念來對處于市場導入期的產品進行合適的、有效的營銷。希望通過本文的研究成果,能夠逐步解決目前企業(yè)的該產品在市場上接受度不足、銷量不如人意的現(xiàn)狀。同時,為同樣處于類似情況的產品營銷工作提供多一種的思路。
[Abstract]:Since this century, mankind has made great progress in many aspects such as science and technology, cultural exchange, economic integration and so on. At the same time, these new progress also lead to a new economic model, business patterns, innovative products continue to emerge, to the entire market economy has a huge impact. In this context, marketing theory system has not stopped the pace of development, various concepts, theories, theories are widely discussed in academic circles. The changes in the environment and the diversity of theories make the practical work of marketing easy to fall into the confusion without ideological guidance, so it is easy to produce two kinds of consequences, or to catch up with the novelty and become an opportunist. Or stick to stereotypes and become conservative. In view of this reality, this paper tries to apply the research as the guidance, all from the actual enterprise, from the market and social environment, combined with the mature marketing theory system and new marketing concept, This paper studies the marketing strategy of the specific products of a specific enterprise, and tries to solve the practical problems of the enterprise with the most pragmatic attitude. This paper is based on the marketing and marketing planning theory system, taking the domestic and foreign related marketing theory system as the forerunner, combining with pest environment analysis, using STP marketing theory to subdivide and position the target market of electric classroom products in educational informatization. In the process of data collection and problem analysis, some theoretical knowledge has been used selectively, such as the classical 4Ps marketing strategy theory system. Finally, by combining the 4Cs theory with the latest marketing concept, the marketing strategy which is suitable for the market environment, combined with the product characteristics and the current situation of the company is formulated. In order to ensure the successful implementation of the marketing strategy, the auxiliary measures and security system adapted to the actual situation of the company are established. For RJ Company, in the face of this historical opportunity, it is very important to establish marketing strategy to adapt to the current environment and gain the competitive advantage through the appropriate marketing theory. This article takes the marketing strategy of "cloud classroom" product of RJ company as the core content, including the analysis of the macro environment, product and market micro environment, the analysis of the current situation of marketing work and the discovery of existing problems. Thus further put forward the idea of solving the problem, and finally settle in the formulation and implementation of marketing strategy. The goal of this paper is to make use of the traditional marketing theory system and the new marketing concept under the current environment to carry on the suitable and effective marketing to the products in the period of market introduction. It is hoped that through the research results of this paper, we can gradually solve the current situation that the enterprise's product is underaccepted in the market and its sales are not as satisfactory as expected. At the same time, for the same situation in the product marketing work to provide more ideas.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.6

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