本文關(guān)鍵詞：D公司東北區(qū)企業(yè)級(jí)云存儲(chǔ)產(chǎn)品營銷策略研究　出處：《大連理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 市場(chǎng)營銷 營銷策略 外部環(huán)境分析 內(nèi)部環(huán)境分析 企業(yè)級(jí)云存儲(chǔ)

【摘要】：隨著D公司私有化進(jìn)程的完成,也加快了D公司作為PC和服務(wù)器巨頭供應(yīng)商向端到端的企業(yè)級(jí)解決方案供應(yīng)商轉(zhuǎn)型的步伐。傳統(tǒng)的PC和服務(wù)器業(yè)務(wù)常年穩(wěn)居在全球的前三位,,但是由于D公司的決策失誤錯(cuò)失了發(fā)展迅猛的平板電腦和智能手機(jī)市場(chǎng),導(dǎo)致在全球市場(chǎng)的銷售業(yè)績大幅下滑,使得D公司更加堅(jiān)定的轉(zhuǎn)型為端到端的企業(yè)級(jí)解決方案提供商之路。 面對(duì)全球市場(chǎng)的變化,D公司決定進(jìn)行轉(zhuǎn)型之后,出資180億美元先后收購20家公司,提高了從前端桌面系統(tǒng)到后端數(shù)據(jù)中心平臺(tái)全套的IT基礎(chǔ)架構(gòu)解決方案。其中最為重要的一項(xiàng)收購,在2007年,出資14億元美金收購了專業(yè)IP SAN的第三代企業(yè)級(jí)存儲(chǔ)廠商EqualLogic,整合為D公司企業(yè)級(jí)云存儲(chǔ)產(chǎn)品。 本文將以D公司東北區(qū)為研究對(duì)象,分析D公司東北區(qū)企業(yè)級(jí)云存儲(chǔ)產(chǎn)品的營銷現(xiàn)狀,以MBA營銷管理中理論為基礎(chǔ),通過對(duì)東北區(qū)企業(yè)級(jí)云存儲(chǔ)產(chǎn)品的現(xiàn)存問題,進(jìn)行多方面分析,并根據(jù)東北區(qū)企業(yè)級(jí)云存儲(chǔ)產(chǎn)品營銷中存在的問題制定了產(chǎn)品策略、渠道策略、促銷策略和服務(wù)策略。最后,制定相應(yīng)保障措施,確保制定的營銷策略得以順利實(shí)施。 本論文的核心宗旨是研究企業(yè)級(jí)云存儲(chǔ)產(chǎn)品區(qū)別于傳統(tǒng)消費(fèi)商品的營銷策略,在企業(yè)級(jí)存儲(chǔ)云市場(chǎng)需求增長快速的環(huán)境下,為D公司企業(yè)級(jí)云存儲(chǔ)產(chǎn)品在東北區(qū)市場(chǎng)營銷策略進(jìn)行優(yōu)化和調(diào)整,進(jìn)一步提供提高D公司企業(yè)級(jí)云存儲(chǔ)產(chǎn)品在東北市場(chǎng)的競(jìng)爭力。
[Abstract]:With the completion of the privatization process of Company D. It also speeds up D's transition as a PC and server giant to an end-to-end provider of enterprise-level solutions. The traditional PC and server business is consistently in the top three in the world. But D missed out on the fast-growing tablet and smartphone markets, leading to a sharp decline in sales in the global market. Make D company more firm transition to end-to-end enterprise-level solution provider road. In the face of the changes in the global market, D Company decided to make a transition, paying $18 billion to buy 20 companies in succession. Enhanced the full set of IT infrastructure solutions from front-end desktop systems to back-end data center platforms. One of the most important acquisitions was in 2007. For $1.4 billion, EqualLogic, the third generation enterprise storage manufacturer of IP SAN, has been integrated into D Company Enterprise Cloud Storage. This article will take D company northeast area as the research object, analyzes the D company northeast area enterprise grade cloud storage product marketing present situation, takes the MBA marketing management theory as the foundation. Through the analysis of the existing problems of enterprise cloud storage products in Northeast China, and according to the problems existing in the marketing of enterprise cloud storage products in Northeast region, the product strategy and channel strategy are formulated. Promotion strategy and service strategy. Finally, establish the corresponding safeguard measures to ensure the smooth implementation of the established marketing strategy. The core purpose of this paper is to study the marketing strategy of enterprise cloud storage products, which is different from traditional consumer goods, under the environment of rapid growth of enterprise storage cloud market demand. This paper optimizes and adjusts the marketing strategy of enterprise cloud storage products in Northeast of D Company, and further improves the competitiveness of enterprise cloud storage products in Northeast China.
【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】：2014
【分類號(hào)】：F426.671;F274

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