【摘要】：隨著改革開放，我國經(jīng)濟(jì)高速發(fā)展，各種產(chǎn)品日益豐富，市場(chǎng)供需關(guān)系由供小于需轉(zhuǎn)變?yōu)楣┐笥谇�。整個(gè)國家正在步入小康社會(huì)，人們?cè)诒ＷC一定的物質(zhì)生活基礎(chǔ)上，對(duì)精神文化生活的追求更多。尤其是步入21世紀(jì)，隨著寬帶中國戰(zhàn)略的布局，信息高速公路正在高速發(fā)展，人們想要獲取到的信息，幾乎都能從網(wǎng)上得到，以三網(wǎng)融合為基礎(chǔ)，各種數(shù)字家庭產(chǎn)品和服務(wù)蓬勃發(fā)展。 在國家大力推進(jìn)數(shù)字家庭戰(zhàn)略性新興產(chǎn)業(yè)及全球化競(jìng)爭(zhēng)的背景下，通過研究清華同方數(shù)字家庭產(chǎn)品的營銷方案，提出一套適用的市場(chǎng)營銷策略，對(duì)清華同方公司的數(shù)字家庭營銷本身具有現(xiàn)實(shí)意義，對(duì)我國面臨激烈市場(chǎng)競(jìng)爭(zhēng)中的中小型信息企業(yè)制定市場(chǎng)營銷戰(zhàn)略具有借鑒意義。所以，對(duì)該選題進(jìn)行深入研究是十分必要的。 論文研究的內(nèi)容有，一方面以清華同方數(shù)字家庭產(chǎn)品和服務(wù)的營銷為研究對(duì)象，不包括集團(tuán)的其他產(chǎn)品，研究的數(shù)字家庭產(chǎn)品和服務(wù)包括：計(jì)算機(jī)、平板電腦、云攝像機(jī)、IPTV機(jī)頂盒等硬件產(chǎn)品，兔子視頻、云服務(wù)等軟件應(yīng)用服務(wù)產(chǎn)品。另一方面，論文研究方法有，，通過對(duì)市場(chǎng)營銷理論梳理，在介紹清華同方數(shù)字家庭產(chǎn)品與服務(wù)、營銷歷程、營銷現(xiàn)狀的基礎(chǔ)上，分析其面臨的營銷優(yōu)勢(shì)、問題和機(jī)會(huì)；通過對(duì)清華同方品牌的定性分析，并從客戶數(shù)據(jù)庫中隨機(jī)抽取100名客戶以及在北京實(shí)地隨機(jī)獲取的89名消費(fèi)者，對(duì)189名消費(fèi)者進(jìn)行實(shí)地調(diào)研和訪談，最終確定清華同方數(shù)字家庭產(chǎn)品的目標(biāo)客戶群為30歲以內(nèi)的年輕人。最后從目標(biāo)市場(chǎng)、產(chǎn)品、銷售渠道、促銷、傳播等方面有針對(duì)性的提出清華同方數(shù)字家庭產(chǎn)品的營銷方案。 通過論文的研究，我們得出結(jié)論：公司要做好營銷方案，做到良性發(fā)展，必須找到目標(biāo)客戶，實(shí)現(xiàn)價(jià)值營銷；價(jià)值營銷必須是持續(xù)的滿足客戶需要；運(yùn)用互聯(lián)網(wǎng)，是實(shí)現(xiàn)價(jià)值營銷的最好工具；公司應(yīng)以滿足客戶需求為中心，重組企業(yè)營銷流程。在實(shí)際工作中，隨著顧客需求的變化，實(shí)現(xiàn)價(jià)值營銷，保證公司持續(xù)發(fā)展，必須進(jìn)行對(duì)目標(biāo)客戶的需求進(jìn)行持續(xù)的研究和分析。
[Abstract]:With the rapid development of China's economy with the reform and opening up, various products are increasingly abundant, and the relationship between supply and demand in the market has changed from supply to demand to supply exceeding demand. The whole country is stepping into a well-off society, people pursue more spiritual and cultural life on the basis of guaranteeing certain material life. Especially in the 21st century, with the layout of the broadband China strategy, the information superhighway is developing at a high speed. Almost all the information people want to obtain can be obtained from the Internet, based on the integration of three networks. A variety of digital home products and services flourish. Under the background of promoting the strategic emerging industry of digital family and the global competition, through studying the marketing scheme of Tsinghua Tongfang digital family products, the paper puts forward a set of applicable marketing strategies. It is of practical significance to the digital family marketing of Tsinghua Tongfang Company and can be used as a reference for the small and medium-sized information enterprises facing fierce market competition in China to formulate the marketing strategy. Therefore, it is necessary to study this topic in depth. The contents of this paper are as follows: on the one hand, the marketing of digital home products and services from Tsinghua Tongfang is taken as the research object, excluding other products of the Group, and the digital home products and services studied include: computers, tablets, cloud cameras, etc. IPTV set-top box and other hardware products, rabbit video, cloud services and other software application services products. On the other hand, the research methods are as follows: through combing the marketing theory, on the basis of introducing Tsinghua Tongfang digital family products and services, marketing process, marketing status quo, the paper analyzes its marketing advantages, problems and opportunities; Through qualitative analysis of Tsinghua Tongfang brand, 100 customers were randomly selected from the customer database and 89 consumers were randomly selected in Beijing, 189 consumers were investigated and interviewed on the spot. The final target customer base of Tsinghua Tongfang digital home products is 30 years old young people. Finally, from the target market, products, sales channels, sales promotion, communication and other aspects of targeted put forward Tsinghua Tongfang digital family products marketing program. Through the research of the thesis, we draw the conclusion: in order to do well the marketing program and achieve the benign development, the company must find the target customer, realize the value marketing, the value marketing must satisfy the customer's needs continuously; The use of the Internet is the best tool to realize value marketing, and the company should reorganize its marketing process in order to meet the needs of customers. In the actual work, with the change of customer demand, to realize the value marketing and ensure the sustainable development of the company, we must carry on the continuous research and analysis to the target customer's demand.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F274

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