本文選題：數(shù)字產(chǎn)品 + 市場營銷策略　； 參考：《華中師范大學》2013年碩士論文

【摘要】：市場營銷的觀念最初形成于20世紀50年代,并從此受到人們的關注與重視,因為人們逐漸意識到市場營銷的好壞對各行各業(yè)的發(fā)展、壯大都尤為重要,因為它從不同層面上影響著企業(yè)的方方面面。在線數(shù)字產(chǎn)品是隨著互聯(lián)網(wǎng)絡的產(chǎn)生與發(fā)展逐步發(fā)展起來的,而迅速發(fā)展的電子商務與Internet技術又為數(shù)字產(chǎn)品提供了十分廣闊的發(fā)展和交互方式,盡管作為從事數(shù)字產(chǎn)品生產(chǎn)與經(jīng)營的企業(yè)其最終目的也是追求利潤最大化,但是數(shù)字產(chǎn)品本身具有的很多與其他非數(shù)字產(chǎn)品截然不同的特點,例如網(wǎng)絡外部性、特殊的成本結(jié)構(gòu)等在一定的程度上決定了該產(chǎn)業(yè)的產(chǎn)品市場營銷策略是與傳統(tǒng)策略差別較大,更加復雜多樣化,例如殺毒軟件來說,它的定價策略經(jīng)歷了免費試用、收費續(xù)用模式發(fā)展到了2011年的個人產(chǎn)品全免費策略,2009年10月推出正式版的360殺毒軟件利用免費策略打破了瑞星殺毒老大的地位僅僅用了9個月,我國的在線數(shù)字產(chǎn)品處于一個飛速發(fā)展和變革的時期,競爭異常激烈。 在這樣的條件下,本論文通過對在線數(shù)字產(chǎn)品的定義、特點、發(fā)展進行系統(tǒng)化的分析了解,并根據(jù)其對應的特點制定出對應的組合營銷策略,使企業(yè)在激烈的市場競爭中獲取成功。本文正是基于這樣的考慮,分析了在線數(shù)字產(chǎn)品的物理與經(jīng)濟特征、不同類型在線數(shù)字產(chǎn)品的適用營銷模型,并詳細分析了在線數(shù)字產(chǎn)品的產(chǎn)品策略、價格策略、渠道策略、宣傳策略等,以解決在虛擬與現(xiàn)實環(huán)境下在線數(shù)字產(chǎn)品所面臨的市場營銷策略選擇性問題,為該產(chǎn)業(yè)的發(fā)展提供實際操作的可能和有效的理論基礎,并對目前數(shù)字產(chǎn)品市場出現(xiàn)的一些問題進行了分析,同時也可為各企業(yè)與政府相關部門提供一些參考。
[Abstract]:The concept of marketing was first formed in the 1950s, and has been paid attention to since then, because people gradually realize that the good or bad of marketing is particularly important for the development and growth of various industries. Because it affects all aspects of the enterprise from different levels. With the emergence and development of the Internet, online digital products are gradually developed, and the rapid development of electronic commerce and Internet technology provides a very broad development and interactive mode for digital products. Although the ultimate goal of an enterprise engaged in the production and operation of digital products is to maximize profits, the digital product itself has many distinct characteristics from other non-digital products, such as network externalities. To a certain extent, the special cost structure determines that the product marketing strategy of the industry is different from the traditional strategy, and more complex and diversified. For example, the antivirus software, its pricing strategy has experienced free trial. The charging continuation model has developed into a 2011 all-free personal product strategy, and the official version of 360 antivirus software released in October 2009 has broken the status of Ruoxing's antivirus leader in just nine months, using the free strategy. China's online digital products are in a period of rapid development and transformation, the competition is extremely fierce. Under such conditions, this paper systematically analyzes and understands the definition, characteristics and development of online digital products, and formulates the corresponding combination marketing strategy according to its corresponding characteristics. Make the enterprise succeed in the fierce market competition. Based on this consideration, this paper analyzes the physical and economic characteristics of online digital products, the applicable marketing models of different types of online digital products, and analyzes the product strategy, price strategy, channel strategy of online digital products in detail. In order to solve the problem of the choice of marketing strategy in the virtual and realistic environment, and to provide the possible and effective theoretical basis for the development of the industry. Some problems in the digital product market are analyzed, which can also provide some references for enterprises and government departments.
【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F49

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