本文選題：數(shù)字產(chǎn)品 + 市場(chǎng)營(yíng)銷策略�。� 參考：《華中師范大學(xué)》2013年碩士論文

【摘要】：市場(chǎng)營(yíng)銷的觀念最初形成于20世紀(jì)50年代,并從此受到人們的關(guān)注與重視,因?yàn)槿藗冎饾u意識(shí)到市場(chǎng)營(yíng)銷的好壞對(duì)各行各業(yè)的發(fā)展、壯大都尤為重要,因?yàn)樗鼜牟煌瑢用嫔嫌绊懼髽I(yè)的方方面面。在線數(shù)字產(chǎn)品是隨著互聯(lián)網(wǎng)絡(luò)的產(chǎn)生與發(fā)展逐步發(fā)展起來(lái)的,而迅速發(fā)展的電子商務(wù)與Internet技術(shù)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(yíng)的企業(yè)其最終目的也是追求利潤(rùn)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(diǎn),例如網(wǎng)絡(luò)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(chǎng)營(yíng)銷策略是與傳統(tǒng)策略差別較大,更加復(fù)雜多樣化,例如殺毒軟件來(lái)說(shuō),它的定價(jià)策略經(jīng)歷了免費(fèi)試用、收費(fèi)續(xù)用模式發(fā)展到了2011年的個(gè)人產(chǎn)品全免費(fèi)策略,2009年10月推出正式版的360殺毒軟件利用免費(fèi)策略打破了瑞星殺毒老大的地位僅僅用了9個(gè)月,我國(guó)的在線數(shù)字產(chǎn)品處于一個(gè)飛速發(fā)展和變革的時(shí)期,競(jìng)爭(zhēng)異常激烈。 在這樣的條件下,本論文通過(guò)對(duì)在線數(shù)字產(chǎn)品的定義、特點(diǎn)、發(fā)展進(jìn)行系統(tǒng)化的分析了解,并根據(jù)其對(duì)應(yīng)的特點(diǎn)制定出對(duì)應(yīng)的組合營(yíng)銷策略,使企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)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(jì)特征、不同類型在線數(shù)字產(chǎn)品的適用營(yíng)銷模型,并詳細(xì)分析了在線數(shù)字產(chǎn)品的產(chǎn)品策略、價(jià)格策略、渠道策略、宣傳策略等,以解決在虛擬與現(xiàn)實(shí)環(huán)境下在線數(shù)字產(chǎn)品所面臨的市場(chǎng)營(yíng)銷策略選擇性問(wèn)題,為該產(chǎn)業(yè)的發(fā)展提供實(shí)際操作的可能和有效的理論基礎(chǔ),并對(duì)目前數(shù)字產(chǎn)品市場(chǎng)出現(xiàn)的一些問(wèn)題進(jìn)行了分析,同時(shí)也可為各企業(yè)與政府相關(guān)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(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F49

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 簡(jiǎn)傳紅,白麗明;略談Internet市場(chǎng)上數(shù)字產(chǎn)品質(zhì)量不確定性問(wèn)題及應(yīng)對(duì)[J];商業(yè)研究;2003年11期

2 趙海寧;黃孝章;;數(shù)字出版產(chǎn)品營(yíng)銷策略分析[J];出版廣角;2009年04期

3 杜偉錦,章斌,張鳳霞;市場(chǎng)營(yíng)銷策略的比較研究[J];電子科技大學(xué)學(xué)報(bào);2004年03期

4 賀嘉;;營(yíng)銷理論視角下的運(yùn)營(yíng)商電子渠道策略研究[J];當(dāng)代經(jīng)濟(jì);2013年03期

5 唐雪梅;;圖書(shū)的網(wǎng)絡(luò)口碑營(yíng)銷策略研究[J];編輯之友;2013年02期

6 謝廣才;中文在線數(shù)字圖書(shū)營(yíng)銷理論與實(shí)踐[J];出版經(jīng)濟(jì);2004年08期

7 桂學(xué)文;陳雪;;我國(guó)數(shù)字產(chǎn)品研究綜述[J];濟(jì)源職業(yè)技術(shù)學(xué)院學(xué)報(bào);2007年01期

8 王淵;王刊良;姚靜濤;;網(wǎng)絡(luò)環(huán)境下數(shù)字化產(chǎn)品適用的營(yíng)銷模型研究[J];南開(kāi)管理評(píng)論;2007年06期

9 王樹(shù)槐;;教育期刊數(shù)字化營(yíng)銷策略探析[J];科技與出版;2013年01期

10 高婷;;市場(chǎng)營(yíng)銷理論發(fā)展及趨勢(shì)探討[J];長(zhǎng)江大學(xué)學(xué)報(bào)(社科版);2013年01期

相關(guān)博士學(xué)位論文 前1條

1 鄭文清;營(yíng)銷策略對(duì)品牌資產(chǎn)的影響機(jī)理研究[D];南京林業(yè)大學(xué);2012年

相關(guān)碩士學(xué)位論文 前3條

1 王夢(mèng)友;基于網(wǎng)絡(luò)經(jīng)濟(jì)的數(shù)字產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)策略研究[D];新疆財(cái)經(jīng)大學(xué);2008年

2 張勇;我國(guó)軟件企業(yè)產(chǎn)品營(yíng)銷策略的研究[D];吉林大學(xué);2012年

3 秦波;基于消費(fèi)者心智的品牌營(yíng)銷策略模塊化研究[D];北京交通大學(xué);2012年

，

本文編號(hào)：1907647