本文選題：IT代理　切入點：營銷策略　出處：《北京交通大學》2017年碩士論文　論文類型：學位論文

【摘要】：在我國經(jīng)濟持續(xù)高速發(fā)展的同時,電子產(chǎn)品消費群體在消費中所占的比例越來越大,人們對電子產(chǎn)品的依賴程度也越來越高。IT產(chǎn)品市場也進入了快速發(fā)展階段,IT產(chǎn)品更新?lián)Q代的周期也越來越短。因而,無論是成熟產(chǎn)品新產(chǎn)品,都需要具有良好的營銷策略。當前,國內(nèi)IT行業(yè)競爭十分激烈,利用IT渠道獲取利潤已經(jīng)無法實現(xiàn)高收益的經(jīng)營目標,越來越多的互聯(lián)網(wǎng)用戶比IT代理企業(yè)更加了解產(chǎn)品,在獲利越來越困難的背景下,IT行業(yè)需要找到更好的技術(shù)為客戶提供服務,才有轉(zhuǎn)變經(jīng)營困局的可能。信息技術(shù)產(chǎn)業(yè)基于行業(yè)的特殊性,在產(chǎn)品開發(fā)和后期銷售、維護等方面都存在操作的獨特性,代理商既要負責產(chǎn)品銷售,還要照顧顧客后期的種種服務和維護,面對如此這一營銷局面,在制定具體的營銷策略上需要有相應的應對手段。論文基于當前國內(nèi)IT行業(yè)代理營銷的發(fā)展現(xiàn)實,經(jīng)過認真的分析和研究IT行業(yè)發(fā)展趨勢,借助中國IT行業(yè)產(chǎn)品代理銷售社會大背景的研究,以北京航天星橋系統(tǒng)工程技術(shù)有限公司(以下簡稱"星橋公司")為主要研究對象,重點分析該企業(yè)在IT產(chǎn)品營銷中遇到的困難,并分析問題存在的原因,力求找到適合IT行業(yè)面向客戶產(chǎn)品代理發(fā)展的新方向。本文主要針對星橋公司開展研究工作。星橋公司主營業(yè)務包括IT產(chǎn)品銷售,此外還有其他分門別類產(chǎn)品的銷售。因為星橋公司屬于分銷產(chǎn)業(yè)鏈內(nèi)部中間環(huán)節(jié)地位,同廠商、分銷商、集成商、終端用戶聯(lián)系緊密,屬于溝通的紐帶,處于產(chǎn)品銷售渠道的關(guān)鍵環(huán)節(jié)。論文運用營銷管理理論對星橋企業(yè)經(jīng)營的內(nèi)外部環(huán)境進行了具體分析,同時結(jié)合IT行業(yè)發(fā)展狀況,對企業(yè)存在的深層次問題進行了針對性分析,通過企業(yè)內(nèi)外部環(huán)境分析,運用SWOT分析工具,研制了星橋公司可行的發(fā)展戰(zhàn)略,基于公司戰(zhàn)略,深入探查顧客消費行為特征,進而確立了明晰的產(chǎn)品市場定位,緊密圍繞產(chǎn)品市場定位,制定了適合星橋公司IT產(chǎn)品的營銷組合策略,為公司更好地適應于激烈競爭的市場發(fā)展環(huán)境,提出了相應的市場營銷策略。論文在最后歸納總結(jié)基礎(chǔ)上,得出以下結(jié)論,運用產(chǎn)品、價格、渠道、促銷的策略將對星橋公司的產(chǎn)品帶來更強有力的銷售效果。
[Abstract]:While the economy of our country continues to develop at a high speed, the proportion of consumer groups of electronic products in consumption is increasing. People rely more and more on electronic products. The IT product market has also entered a stage of rapid development. The cycle of IT product upgrading is also getting shorter and shorter. Therefore, whether it is a mature product or a new product, At present, the competition of domestic IT industry is very fierce, it channel can not achieve high profit management goal, more and more Internet users know the products better than IT agency enterprises. In an increasingly difficult context, the IT industry needs to find better technology to serve its customers before it can change its difficult business situation. The IT industry, based on industry particularities, develops products and sells them later. Maintenance and other aspects of the unique operation, agents should be responsible for product sales, but also to take care of the customer's later services and maintenance, faced with such a marketing situation, Based on the current development reality of domestic IT industry agency marketing, the paper carefully analyzes and studies the development trend of IT industry. With the help of the research on the social background of product agent sales in China's IT industry, Beijing Aerospace Star Bridge system Engineering Technology Co., Ltd (hereinafter referred to as "Xingqiao Company") is the main research object. The difficulties encountered by the enterprise in the marketing of IT products are analyzed, and the reasons for the problems are analyzed. Try to find a new direction for the IT industry to face the development of customer product agent. This paper mainly focuses on the research work of Xingqiao Company. The main business of Xingqiao Company includes IT product sales. In addition, there are other types of products sold. Because Xingqiao Company is the intermediate link in the distribution industry chain, it is closely linked with manufacturers, distributors, integrators, and end users, and belongs to the link of communication. The paper analyzes the internal and external environment of Xingqiao enterprise by using the marketing management theory, and analyzes the deep problems existing in the enterprise in combination with the development of IT industry. Through the analysis of the internal and external environment of the enterprise and the application of SWOT analysis tools, the feasible development strategy of Xingqiao Company is developed. Based on the company strategy, the characteristics of customer consumption behavior are deeply explored, and the clear product market positioning is established. Closely around the product market positioning, has formulated the suitable Xingqiao IT product marketing mix strategy, for the company to adapt to the fierce competition market development environment better, On the basis of the conclusion at the end of the paper, the following conclusions are drawn: the strategy of product, price, channel and promotion will bring more powerful sales effect to the products of Xingqiao Company.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F721;F274

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