本文選題：營(yíng)銷理論　切入點(diǎn)：導(dǎo)航電子地圖　出處：《東華大學(xué)》2017年碩士論文

【摘要】：一個(gè)企業(yè)要生存和發(fā)展壯大,必須不斷地尋找和利用各種各樣的有效資源,通過(guò)自身的努力,創(chuàng)造出新產(chǎn)品或新服務(wù)來(lái)滿足不斷變化的市場(chǎng)需求,并獲得相應(yīng)的利潤(rùn)。處于壟斷競(jìng)爭(zhēng)市場(chǎng)的導(dǎo)航電子地圖行業(yè),由于競(jìng)爭(zhēng)的不斷加劇,產(chǎn)品的利潤(rùn)空間也在不斷地被壓縮。因此如何準(zhǔn)確地把握市場(chǎng)與用戶需求,并結(jié)合市場(chǎng)營(yíng)銷相關(guān)理論,重新調(diào)整新產(chǎn)品的研發(fā)思路,使企業(yè)在市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地,具有十分重要的現(xiàn)實(shí)意義。近年來(lái),在國(guó)家政府層面,包括國(guó)務(wù)院、發(fā)展與改革委員會(huì)、信息產(chǎn)業(yè)部、科技部、國(guó)家測(cè)繪地理信息局、交通運(yùn)輸部等相關(guān)部門先后出臺(tái)了若干相關(guān)政策和指導(dǎo)意見,旨在大力發(fā)展衛(wèi)星導(dǎo)航電子地圖產(chǎn)業(yè)和GIS行業(yè)地圖應(yīng)用服務(wù)產(chǎn)業(yè),優(yōu)化產(chǎn)業(yè)發(fā)展環(huán)境。它的基本施政措施是:進(jìn)一步加強(qiáng)和完善導(dǎo)航產(chǎn)業(yè)的基礎(chǔ)設(shè)施建設(shè)、建成現(xiàn)代化、智能化的地理位置信息綜合服務(wù)平臺(tái)、從而為智能導(dǎo)航電子地圖產(chǎn)品市場(chǎng)的進(jìn)一步發(fā)展提供一個(gè)日益完善的市場(chǎng)環(huán)境基礎(chǔ)。因此,對(duì)于a公司來(lái)說(shuō),導(dǎo)航電子地圖市場(chǎng)具有非常廣闊的前景,有必要對(duì)其市場(chǎng)營(yíng)銷策略開展深入的分析和研究,從而實(shí)現(xiàn)公司的長(zhǎng)期的穩(wěn)定的發(fā)展目標(biāo)。本論文通過(guò)文獻(xiàn)研究、案例研究等相結(jié)合的方法,以“導(dǎo)航電子地圖產(chǎn)品的營(yíng)銷策略研究”為例,對(duì)具體的營(yíng)銷問(wèn)題進(jìn)行了較為詳細(xì)的研究。本文將分成六個(gè)部分來(lái)闡述。第一部分介紹了研究的意義、研究?jī)?nèi)容和技術(shù)路徑。第二部分為營(yíng)銷理論回顧,即對(duì)市場(chǎng)營(yíng)銷的內(nèi)涵、stp營(yíng)銷理論、swot分析法、pest理論、4p理論進(jìn)行了闡述。第三部分開展了實(shí)質(zhì)性研究,以“a公司導(dǎo)航電子地圖產(chǎn)品”為例,對(duì)a公司的現(xiàn)狀、導(dǎo)航電子地圖產(chǎn)品的營(yíng)銷環(huán)境、a公司的優(yōu)勢(shì)與劣勢(shì)、機(jī)會(huì)與威脅進(jìn)行了全面的分析與研究。第四部分主要是對(duì)a公司導(dǎo)航電子地圖產(chǎn)品的市場(chǎng)細(xì)分的研究過(guò)程,以及對(duì)于市場(chǎng)定位的具體研究過(guò)程。第五部分對(duì)具體的市場(chǎng)營(yíng)銷策略的制定進(jìn)行了詳細(xì)分析,包括產(chǎn)品策略、價(jià)格策略和渠道策略,并闡述了具體的實(shí)施方案。第六部分是對(duì)本文的研究結(jié)論與展望。
[Abstract]:In order to survive and grow, an enterprise must constantly find and utilize all kinds of effective resources, create new products or services to meet the changing market demand through its own efforts. The navigation electronic map industry, which is in a monopolistic competitive market, is in a monopoly market. Because of the increasing competition, the profit space of the products is also continuously compressed. Therefore, how to accurately grasp the market and user needs, In recent years, it is of great practical significance to readjust the research and development thinking of new products so that enterprises can be in an invincible position in the market competition. In recent years, at the national government level, including the State Council, The Development and Reform Commission, the Ministry of Information Industry, the Ministry of Science and Technology, the National Bureau of surveying and Mapping Geographic Information, the Ministry of Transport and other relevant departments have issued a number of relevant policies and guidance. The aim is to vigorously develop the satellite navigation electronic map industry and the GIS industry map application service industry and optimize the industrial development environment. Its basic administrative measures are to further strengthen and improve the infrastructure construction of the navigation industry and to complete the modernization. The intelligent geographic location information integrated service platform provides an increasingly perfect market environment for the further development of the intelligent navigation electronic map product market. Therefore, for a company, Navigation electronic map market has a very broad prospect, it is necessary to carry out in-depth analysis and research on its marketing strategy, so as to achieve the long-term stable development goal of the company. Case study and other methods, taking "Marketing Strategy Research of Navigation Electronic Map products" as an example, This article will be divided into six parts to elaborate. The first part introduces the significance of the research, the research content and the technical path. The second part is the marketing theory review. That is to say, the connotation of marketing is expounded by swot analysis method. In the third part, the real research is carried out. Taking company a company navigation electronic map product as an example, the present situation of company a is discussed. The advantages and disadvantages, opportunities and threats of the marketing environment of navigation electronic map products are analyzed and studied. The fourth part is mainly about the research process of the market segmentation of navigation electronic map products of company a. The fifth part makes a detailed analysis on the formulation of specific marketing strategies, including product strategy, price strategy and channel strategy. The sixth part is the conclusion and prospect of this paper.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.6

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