本文選題：金融信息服務(wù)行業(yè) + 營(yíng)銷戰(zhàn)略��； 參考：《內(nèi)蒙古大學(xué)》2015年碩士論文

【摘要】：目前全球金融信息服務(wù)市場(chǎng)規(guī)模已經(jīng)達(dá)到300億美元,后續(xù)隨著金融業(yè)的發(fā)展,該行業(yè)的客戶市場(chǎng)規(guī)模會(huì)進(jìn)一步擴(kuò)大。而在中國(guó)金融行業(yè)的發(fā)展中,又以債券為主的固定收益類在金融業(yè)發(fā)展最為迅猛,ZCX資訊科技公司依托集團(tuán)公司在中國(guó)信用評(píng)級(jí)領(lǐng)域的領(lǐng)導(dǎo)地位和品牌形象,以精準(zhǔn)及時(shí)的數(shù)據(jù)信息、科學(xué)的分析工具、有效的解決方案和優(yōu)質(zhì)的服務(wù),充分調(diào)動(dòng)集團(tuán)公司在金融領(lǐng)域及相關(guān)領(lǐng)域長(zhǎng)期積累的合作伙伴的資源,推動(dòng)中國(guó)金融信息服務(wù)行業(yè)的發(fā)展。為金融機(jī)構(gòu)提供及時(shí)、全面的金融信息服務(wù)。但是在公司發(fā)展過程中,由于公司營(yíng)銷戰(zhàn)略定位模糊,業(yè)務(wù)邊界不清晰,公司急于盈利,部分金融服務(wù)業(yè)門檻低的原因,造成公司涉足產(chǎn)品及服務(wù)繁多、客戶龐雜、營(yíng)銷人員管理混亂、品牌優(yōu)勢(shì)消耗等營(yíng)銷問題。本文通過對(duì)ZCX資訊科技公司現(xiàn)有狀況的分析及目標(biāo)客戶的細(xì)分,引入營(yíng)銷系統(tǒng)重建策略。通過使用重新定位營(yíng)銷戰(zhàn)略,并選擇合適的營(yíng)銷策略來對(duì)金融信息服務(wù)營(yíng)銷系統(tǒng)進(jìn)行重建。本文內(nèi)容分為七個(gè)部分,第一章緒論介紹研究的背景、意義、內(nèi)容、方法、思路及相關(guān)理論概述。第二章進(jìn)行ZCX資訊科技公司的宏觀環(huán)境及金融信息服務(wù)營(yíng)銷模式分析。第三章進(jìn)行行業(yè)競(jìng)爭(zhēng)強(qiáng)度和市場(chǎng)吸引力的五力模型分析。第四章進(jìn)行ZCX資訊科技公司SWOT分析。第五章通過建立營(yíng)銷規(guī)劃、組織和執(zhí)行、控制、信息系統(tǒng)對(duì)ZCX資訊科技公司營(yíng)銷戰(zhàn)略及策略的調(diào)整。第六章得出研究的結(jié)論并進(jìn)行展望。
[Abstract]:The global financial information services market now stands at $30 billion and will expand further as the financial sector develops. In the development of China's financial industry, the fixed-income category, which is dominated by bonds, has developed most rapidly in the financial industry. ZCX Information Technology Company relies on the leading position and brand image of the Group Company in the field of credit rating in China. With accurate and timely data information, scientific analysis tools, effective solutions and quality services, fully mobilize the group company in the financial and related areas in the long-term accumulation of partner resources, Promote the development of China's financial information service industry. Provide timely and comprehensive financial information services to financial institutions. However, in the course of the development of the company, due to the ambiguity of the company's marketing strategy, unclear business boundaries, the company's eagerness to make profits, and the low threshold of some financial services, the company is involved in a wide range of products and services, and its customers are numerous and complicated. Marketing personnel management confusion, brand advantage consumption and other marketing issues. Based on the analysis of ZCX information technology company's current situation and the segmentation of its target customers, this paper introduces the strategy of marketing system reconstruction. By repositioning the marketing strategy and choosing the appropriate marketing strategy to rebuild the financial information service marketing system. This paper is divided into seven parts. The first chapter introduces the background, significance, content, methods, ideas and related theories of the research. Chapter two analyzes the macro environment and financial information service marketing model of ZCX Information Technology Company. Chapter three analyzes the five-force model of industry competition intensity and market attraction. The fourth chapter carries on the ZCX information technology company SWOT analysis. Chapter 5 adjusts the marketing strategy and strategy of ZCX Information Technology Company by establishing marketing planning, organizing and executing, controlling and information system. The sixth chapter draws the conclusion of the study and carries on the prospect.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.39;F274

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相關(guān)期刊論文 前1條

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本文編號(hào)：2068315