發(fā)布時(shí)間：2018-04-09 02:30

  本文選題：光華科技　切入點(diǎn)：RFID　出處：《吉林大學(xué)》2014年碩士論文

【摘要】：物聯(lián)網(wǎng)被很多專家學(xué)者定義為是繼計(jì)算機(jī)ǐ互聯(lián)網(wǎng)之后的第三次信息技術(shù)革命浪潮計(jì)算機(jī)解決了數(shù)據(jù)信息的自動(dòng)處理，互聯(lián)網(wǎng)解決了數(shù)字化信息不分空間ǐ時(shí)間的互聯(lián)互通，但這兩種信息技術(shù)的數(shù)據(jù)獲取都是通過人工手動(dòng)方式錄入，這成為了數(shù)據(jù)信息自動(dòng)化處理過程中的一大瓶頸，而物聯(lián)網(wǎng)技術(shù)的本質(zhì)就是為了解決這一瓶頸問題，將數(shù)據(jù)信息的獲取變得更加容易-自動(dòng)收集ǐ獲取ǐ錄入 國(guó)家已把物聯(lián)網(wǎng)的建設(shè)ǐ發(fā)展提到了戰(zhàn)略層面，RFID是物聯(lián)網(wǎng)領(lǐng)域的核心技術(shù)，其發(fā)展也引起了全社會(huì)的關(guān)注2009年時(shí)任總理溫家寶同志在視察無錫時(shí)，就做出了要重點(diǎn)攻關(guān)RFID的核心技術(shù)的指示最高層領(lǐng)導(dǎo)的重視，正就反映出了國(guó)家層面對(duì)物聯(lián)網(wǎng)及RFID持有積極發(fā)展的態(tài)度2012年初，ǎ十二五物聯(lián)網(wǎng)發(fā)展規(guī)劃ǐ由國(guó)家工業(yè)與信息部正式頒布，要求能夠在2015年初步形成物聯(lián)網(wǎng)產(chǎn)業(yè)體系的創(chuàng)建，物聯(lián)網(wǎng)產(chǎn)業(yè)鏈也將要變得更加完善，同時(shí)預(yù)測(cè)我國(guó)物聯(lián)網(wǎng)市場(chǎng)到2015年時(shí)將逾5000億元，2020年成熟為萬億元級(jí)別的市場(chǎng)規(guī)模，這都為物聯(lián)網(wǎng)產(chǎn)業(yè)的發(fā)展奠定了長(zhǎng)遠(yuǎn)政策基調(diào)，也將為RFID行業(yè)的發(fā)展提供健康ǐ快速的發(fā)展空間 現(xiàn)在正處于物聯(lián)網(wǎng)產(chǎn)業(yè)的發(fā)展初期，各種標(biāo)準(zhǔn)與產(chǎn)業(yè)結(jié)構(gòu)尚不成熟，進(jìn)入物聯(lián)網(wǎng)市場(chǎng)的企業(yè)規(guī)模都不大，截止目前，國(guó)內(nèi)也只有幾家物聯(lián)網(wǎng)概念的創(chuàng)業(yè)板上市公司，這就為像長(zhǎng)春光華科技發(fā)展有限公司這樣進(jìn)入物聯(lián)網(wǎng)行業(yè)較早且以全產(chǎn)業(yè)鏈發(fā)展為目標(biāo)的類型企業(yè)，帶來了更大的機(jī)遇與挑戰(zhàn)！但是隨著市場(chǎng)大環(huán)境的日新月異，長(zhǎng)春光華科技公司面臨的市場(chǎng)競(jìng)爭(zhēng)壓力正在逐漸變大，各類行業(yè)追隨者正在快步進(jìn)入，及時(shí)調(diào)整營(yíng)銷策略ǐ充分分析競(jìng)爭(zhēng)環(huán)境ǐ明確目標(biāo)市場(chǎng)ǐ盡快搶占市場(chǎng)份額ǐ鎖定優(yōu)質(zhì)客戶，從而獲得更多利潤(rùn)ǐ更大的發(fā)展空間，成為了長(zhǎng)春光華科技公司正面臨的棘手問題 本課題就將對(duì)長(zhǎng)春光華科技公司物聯(lián)網(wǎng)業(yè)務(wù)的營(yíng)銷策略加以深入研究首先，闡明了本課題研究的背景與意義ǐ選用的理論依據(jù)及研究思路與整體論文框架其次，通過對(duì)物聯(lián)網(wǎng)行業(yè)的核心技術(shù)RFID的發(fā)展概況與趨勢(shì)及長(zhǎng)春光華科技的企業(yè)狀況與行業(yè)地位ǐ營(yíng)銷現(xiàn)狀與問題等；之后，利用PEST分析法，對(duì)當(dāng)前物聯(lián)網(wǎng)及RFID行業(yè)的宏觀環(huán)境加以分析利用SWOT分析法，對(duì)長(zhǎng)春光華科技公司內(nèi)部環(huán)境的優(yōu)勢(shì)與劣勢(shì)ǐ外部競(jìng)爭(zhēng)環(huán)境的機(jī)會(huì)與威脅加以分析對(duì)比，揚(yáng)長(zhǎng)避短ǐ取精華棄糟粕，探索發(fā)展戰(zhàn)略和降低經(jīng)營(yíng)風(fēng)險(xiǎn)的方法與手段；最后，通過STP理論分析當(dāng)前物聯(lián)網(wǎng)行業(yè)整體市場(chǎng)狀況，對(duì)市場(chǎng)加以細(xì)分，之后選擇明確的目標(biāo)市場(chǎng)加以進(jìn)入，再對(duì)公司產(chǎn)品進(jìn)行差異化分類，做出合理的產(chǎn)品市場(chǎng)定位，并根據(jù)選定的目標(biāo)客戶群ǐ產(chǎn)品市場(chǎng)定位及公司未來的發(fā)展方向和戰(zhàn)略，根據(jù)4Ps理論，，討論制定涵蓋產(chǎn)品ǐ價(jià)格ǐ渠道ǐ促銷四個(gè)核心營(yíng)銷策略元素構(gòu)成的營(yíng)銷策略組合，建立強(qiáng)有力的營(yíng)銷團(tuán)隊(duì)，從而幫助公司積極面對(duì)不斷增長(zhǎng)的市場(chǎng)壓力與挑戰(zhàn)，盡快取得市場(chǎng)競(jìng)爭(zhēng)中的主導(dǎo)地位
[Abstract]:The Internet of Things has been defined by many experts and scholars as the third wave of information technology revolution after the Internet of computers has solved the automatic processing of the data information . The Internet has solved the interconnectivity of the digital information without space and time , but the data acquisition of both information technologies is a bottleneck in the automatic processing of the data information , and the essence of the Internet of Things technology is to solve the bottleneck problem , and the acquisition of the data information becomes easier .

The development of Internet of Things ( RFID ) is the core technology in the field of Internet of Things , and the development of RFID is the core technology in the field of Internet of Things . In early 2012 , when Premier Wen Jiabao inspected Wuxi , the 12th Five - Year Plan for Internet of Things was formally promulgated by the Ministry of National Industry and Information . At the same time , the development plan of the Internet of Things will become more perfect . At the same time , it will provide a long - term policy tone for the development of the Internet of Things , and will provide a healthy and rapid development space for the development of RFID industry .

At the beginning of the development of the Internet of Things industry , various standards and industrial structure are not mature , and enterprises entering the Internet of Things market are not large . At present , the market competition pressure of Changchun Guanghua Technology Co . , Ltd . is gradually changing , and the market competition pressure of Changchun Guanghua Technology Co . , Ltd . is gradually changing .

In this thesis , the marketing strategy of the Internet of Things of Changchun Guanghua Science and Technology Co . , Ltd . is researched firstly , the background and significance of the research of this subject are clarified , the theoretical basis and the research thinking and the whole paper framework are expounded . Secondly , the development and trend of RFID in the core technology of the Internet of Things industry and the status of enterprises in Changchun Guanghua technology and the status of industry status and marketing status and problems are discussed .
Then , using PEST analysis method , SWOT analysis method is used to analyze the current Internet of things and the macro - environment of RFID industry . SWOT analysis method is used to analyze the advantages and disadvantages of the internal environment of Changchun Guanghua Technology Co . , Ltd .
Finally , by analyzing the overall market situation of the current Internet of things industry by STP theory , the market is subdivided , then the clear target market is selected to enter the market , then the company products are differentiated and classified , the marketing strategy combination of four core marketing strategy elements is set up according to the selected target customer group , and a strong marketing team is set up , so as to help the company to actively face the growing market pressure and challenge , and obtain the dominant position in the market competition as soon as possible

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 莊貴軍;關(guān)系市場(chǎng)與關(guān)系營(yíng)銷組合:關(guān)系營(yíng)銷的一個(gè)理論模型[J];當(dāng)代經(jīng)濟(jì)科學(xué);2002年03期

2 沙波;;RFID與物聯(lián)網(wǎng)技術(shù)[J];電腦知識(shí)與技術(shù);2011年08期

本文編號(hào)：1724470