本文關(guān)鍵詞： 聯(lián)達(dá)公司 市場(chǎng)營(yíng)銷 教育軟件 案例研究　出處：《大連理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展,企業(yè)之間的競(jìng)爭(zhēng)也日益激烈。企業(yè)的生存與發(fā)展也不再是一件容易的事情,生產(chǎn)成本、產(chǎn)品質(zhì)量、生產(chǎn)線以及營(yíng)銷策略都對(duì)企業(yè)有著深刻的影響,甚至決定著一個(gè)企業(yè)的命運(yùn),無(wú)論哪個(gè)環(huán)節(jié)都可能成為企業(yè)生存及發(fā)展的瓶頸,而市場(chǎng)營(yíng)銷在這個(gè)生產(chǎn)者市場(chǎng)競(jìng)爭(zhēng)白熾化的今天,更加凸顯了它舉足輕重的作用。 本研究采用案例研究方法,主要分為四個(gè)部分：第一部分是緒論,主要介紹研究背景、研究意義及技術(shù)路線等。第二部分是案例正文,包括公司介紹,公司軟件新產(chǎn)品互動(dòng)教學(xué)平臺(tái)軟件的介紹,對(duì)軟件產(chǎn)品及行業(yè)特點(diǎn)進(jìn)行了概述,對(duì)企業(yè)市場(chǎng)營(yíng)銷面臨的問(wèn)題進(jìn)行了分析。第三部分是案例分析,首先介紹了市場(chǎng)細(xì)分及目標(biāo)市場(chǎng)選擇理論,然后針對(duì)聯(lián)達(dá)公司互動(dòng)教學(xué)平臺(tái)軟件市場(chǎng)進(jìn)行細(xì)分,確定了聯(lián)達(dá)公司的目標(biāo)市場(chǎng)和產(chǎn)品定位；第四部分是解決方案,重點(diǎn)闡述了營(yíng)銷組合理論,通過(guò)分析總結(jié)出聯(lián)達(dá)公司互動(dòng)教學(xué)平臺(tái)軟件的細(xì)分市場(chǎng)的營(yíng)銷策略方案。 本文以聯(lián)達(dá)公司軟件新產(chǎn)品業(yè)務(wù)拓展市場(chǎng)遇到的問(wèn)題作為研究背景,深入討論研究問(wèn)題的原因,發(fā)現(xiàn)聯(lián)達(dá)公司軟件新產(chǎn)品業(yè)務(wù)在營(yíng)銷策略中存在的一些問(wèn)題和不足之處,并且根據(jù)相關(guān)市場(chǎng)營(yíng)銷理論為聯(lián)達(dá)公司軟件新產(chǎn)品業(yè)務(wù)的發(fā)展提供了一系列營(yíng)銷策略,為企業(yè)今后的發(fā)展指明了方向。
[Abstract]:With the development of economy, the competition among enterprises is becoming more and more fierce. The survival and development of enterprises is no longer an easy task. The production cost, product quality, production line and marketing strategy have a profound impact on the enterprise. Even determine the fate of an enterprise, no matter which link may become the bottleneck of enterprise survival and development, and marketing in this producer market competition incandescent today, it highlights its pivotal role. This research adopts the case study method, mainly divides into four parts: the first part is the introduction, mainly introduces the research background, the research significance and the technical route, etc. The second part is the case text, including the company introduction, etc. The introduction of the interactive teaching platform of the company's new software products, the introduction of the software products and the characteristics of the industry, and the analysis of the problems faced by the enterprise marketing. The third part is the case study. This paper first introduces the theory of market segmentation and target market selection, then subdivides the software market of Landa interactive teaching platform, and determines the target market and product positioning of Landa. 4th is the solution. The theory of marketing combination is expounded, and the marketing strategy of the interactive teaching platform software of Landa is summarized. In this paper, based on the research background of the problems encountered in the development of new software products business, the causes of the problems are discussed in depth, and some problems and shortcomings in the marketing strategy of new software products business of Landa are found. And according to the relevant marketing theory, it provides a series of marketing strategies for the development of new software products of Landa, and points out the direction for the future development of enterprises.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F49

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