本文選題：多專業(yè)　切入點(diǎn)：VBSE　出處：《西南交通大學(xué)》2014年碩士論文

【摘要】：經(jīng)管類專業(yè)實(shí)習(xí)實(shí)訓(xùn)難,已成為各大高校面臨的一大難題。對(duì)單個(gè)專業(yè)的實(shí)訓(xùn),可以基于實(shí)訓(xùn)軟件實(shí)現(xiàn),而多個(gè)專業(yè)綜合模擬實(shí)訓(xùn)基本上無(wú)法直接由軟件實(shí)現(xiàn)。目前,沒(méi)有很好的實(shí)訓(xùn)產(chǎn)品來(lái)實(shí)現(xiàn)企業(yè)全景仿真綜合實(shí)訓(xùn),UFST公司研發(fā)了針對(duì)經(jīng)管專業(yè)群的多專業(yè)綜合實(shí)訓(xùn)平臺(tái)——虛擬商業(yè)社會(huì)環(huán)境(簡(jiǎn)稱VBSE),解決了此難題。高校是一個(gè)特殊的消費(fèi)群體,具有客戶需求多樣化、資金短缺、決策鏈條長(zhǎng)、項(xiàng)目周期長(zhǎng)等典型特點(diǎn),VBSE產(chǎn)品面臨的首要問(wèn)題是產(chǎn)品如何定價(jià)、如何推廣并廣泛應(yīng)用于各高校�；诖�,本文以UFST公司為例,針對(duì)VBSE產(chǎn)品研究并設(shè)計(jì)出其營(yíng)銷策略,希望能為UFST公司VBSE產(chǎn)品的營(yíng)銷策略提供參考。 本文首先對(duì)UFST公司V系列新產(chǎn)品研發(fā)的背景和國(guó)家相關(guān)政策進(jìn)行闡述,明確產(chǎn)品存在的價(jià)值和市場(chǎng)機(jī)會(huì)。其次,通過(guò)對(duì)V系列新產(chǎn)品現(xiàn)狀進(jìn)行分析,包括產(chǎn)品的構(gòu)成、外部市場(chǎng)環(huán)境、內(nèi)部環(huán)境、競(jìng)爭(zhēng)對(duì)手和目前營(yíng)銷存在的問(wèn)題等方面,找到問(wèn)題的根源。然后,對(duì)V系列新產(chǎn)品進(jìn)行市場(chǎng)定位和目標(biāo)客戶確定,在產(chǎn)品組合、價(jià)格、品牌營(yíng)銷、產(chǎn)品價(jià)值營(yíng)銷以及會(huì)議營(yíng)銷等方面給出了解決方案。研究結(jié)論表明：?jiǎn)渭兊漠a(chǎn)品不足以支撐產(chǎn)品的銷售和盈利,營(yíng)銷策略主要以產(chǎn)品內(nèi)涵建設(shè)為主,即賦予產(chǎn)品在不同階段存在的價(jià)值和帶給客戶產(chǎn)生的價(jià)值,通過(guò)對(duì)不同產(chǎn)品進(jìn)行組合捆綁營(yíng)銷,建立健全客戶的實(shí)訓(xùn)體系,通過(guò)高層公關(guān)和市場(chǎng)活動(dòng)實(shí)現(xiàn)V系列產(chǎn)品成功營(yíng)銷并簽約。 經(jīng)管類專業(yè)綜合實(shí)訓(xùn)平臺(tái)建設(shè)是國(guó)家大力倡導(dǎo)并重點(diǎn)投入的一項(xiàng)重要工作,本文通過(guò)對(duì)UFST公司綜合實(shí)訓(xùn)平臺(tái)的營(yíng)銷策略研究,對(duì)UFST以及同類的公司在營(yíng)銷策略上具有重大的借鑒意義。
[Abstract]:It has become a difficult problem for colleges and universities to practice and train in economic management major.The practice training of a single major can be realized on the basis of the training software, but the comprehensive simulation practice training of several specialties can not be realized directly by the software.At present, there is no good practical training product to realize the panoramic simulation of enterprises. UFST has developed the virtual commercial social environment (VBSEE), which is a multi-professional and integrated training platform for the economic management professional group, which solves this problem.Colleges and universities are a special consumer group, with the typical characteristics of diversified customer demand, shortage of funds, long decision-making chain, long project cycle and so on. The most important problem facing VBSE products is how to price the products, how to promote them and widely used in colleges and universities.Based on this, this paper takes UFST Company as an example, studies and designs its marketing strategy for VBSE products, hoping to provide a reference for the marketing strategy of VBSE products of UFST Company.In this paper, the background of UFST V series new product research and development and the relevant national policies are expounded, and the value and market opportunity of the product are clarified.Secondly, through the analysis of the current situation of V series new products, including the composition of products, external market environment, internal environment, competitors and current marketing problems, find out the root of the problems.Then, the market orientation and target customer determination of V series new products are given, and the solutions in product combination, price, brand marketing, product value marketing and conference marketing are given.The research results show that the simple product is not enough to support the sales and profit of the product, and the marketing strategy is mainly based on the product connotation construction, that is to say, the value that the product exists in different stages and the value it brings to the customer.Through the combination of different products bundled marketing, establish and improve customer training system, through high-level public relations and marketing activities to achieve the successful marketing and signing of V-series products.The construction of integrated practical training platform for economic management specialty is an important work advocated and put into by the country. This paper studies the marketing strategy of integrated training platform of UFST Company.For UFST and similar companies in the marketing strategy has a great significance.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F49

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