本文關鍵詞： 金融行業(yè)應用軟件 市場營銷戰(zhàn)略 市場營銷策略 軟件公司　出處：《山東大學》2017年碩士論文　論文類型：學位論文

【摘要】：近些年,我國金融行業(yè)在國內經濟下行和互聯網金融興起的雙重挑戰(zhàn)下,迫切需要調整經營模式、開展業(yè)務創(chuàng)新、運用信息化技術、實行市場化改革,因此,服務于金融領域的行業(yè)應用軟件市場也隨之面臨著機遇與挑戰(zhàn),機遇主要體現在金融行業(yè)領域信息化需求的大幅度增加為金融行業(yè)應用軟件提供了更為龐大的市場.與此同時,市場對新產品新技術的要求也在不斷的增加,是目前以CJ公司為代表的金融行業(yè)應用軟件供應商們面臨的巨大挑戰(zhàn)。本文開頭以我國金融行業(yè)軟件的發(fā)展現狀為背景,引出所要研究的主題,即:CJ公司金融行業(yè)應用軟件市場營銷戰(zhàn)略與策略,并對本文將要用到的市場營銷學和戰(zhàn)略的相關理論進行了闡述。在接下來的章節(jié)中,將通過PEST分析法,從國內環(huán)境、政策環(huán)境、經濟環(huán)境和技術環(huán)境四個宏觀方面對目前金融行業(yè)應用軟件市場進行層層深入的分析,進而分析行業(yè)環(huán)境和公司內部環(huán)境。利用SWOT分析工具對CJ公司的優(yōu)勢、劣勢、機會和挑戰(zhàn)進行總結,然后結合有關軟件營銷策略、金融行業(yè)軟件分析的書籍文獻,從CJ公司金融行業(yè)軟件的發(fā)展歷史和存在的問題入手,層層進行深入分析。最終以STP戰(zhàn)略和產品策略、定價策略、渠道策略、促銷策略四個方面共同組成CJ公司的市場營銷戰(zhàn)略和策略。并以隊伍建設、營銷創(chuàng)新和產品研發(fā)三個方面確保市場營銷戰(zhàn)略和策略的順利實施。全文采用了文獻研究法、案例分析法和定性分析法等方式方法,對CJ公司現有的金融行業(yè)應用軟件產品、技術力量、經營方式和營銷數據,進行深入細致的研究和分析,充分借鑒了國內外的市場營銷學理論以及金融行業(yè)應用軟件的研究成果。同時,將大量的行業(yè)資料進行系統(tǒng)分類,去粗取精、由表及里的歸納演繹,從而對所要研究的金融行業(yè)應用軟件市場的性質、特點、變化規(guī)律作出判斷,進而為CJ公司量身定制了一整套市場營銷策略。在STP戰(zhàn)略上,選擇重點服務的細分市場;在產品策略上,進行產品組合優(yōu)化、營銷策略分析,制定新產品開發(fā)策略;在價格策略上,轉向依據不同產品、不同客戶、不同時期和地區(qū)制定不同的價格策略;在渠道策略上,調整為直銷和間接渠道以及網絡渠道相結合的多渠道模式;在促銷策略方面,通過技術促銷、廣告宣傳和公共關系三種方式加強公司促銷力度。本人將所學的市場營銷組合理論,在進行深入的分析和理解的基礎上,與CJ公司實際情況相結合,做到理論聯系實踐,理論指導實踐,發(fā)現和探討適合CJ公司的軟件營銷策略,提出適合CJ公司的可行性方案,有利于幫助CJ公司突破瓶頸,提高競爭力,實現經營目標,也為有相似問題的同類軟件企業(yè)提供了業(yè)務發(fā)展思路的借鑒,同時也可以為金融行業(yè),尤其是銀行業(yè)的應用軟件平臺的創(chuàng)建和業(yè)務的創(chuàng)新,起到一定的啟示作用。
[Abstract]:In recent years, under the dual challenges of the downtrend of domestic economy and the rise of Internet finance, China's financial industry urgently needs to adjust its business model, carry out business innovation, apply information technology, and carry out market-oriented reform. The industry application software market which serves the financial field also faces with the opportunity and the challenge, the opportunity mainly manifests in the financial profession domain informationization demand to increase greatly for the finance profession application software to provide the bigger market at the same time, The market demands for new products and new technologies are also increasing, which is a great challenge to the application software suppliers in the financial industry represented by CJ Company. This paper begins with the background of the development of financial industry software in China. This paper introduces the research topic, that is, the marketing strategy and strategy of the application software of the financial industry of the: CJ Company, and expounds the relevant theories of marketing and strategy that will be used in this paper. In the following chapters, we will use the PEST analysis method. From the domestic environment, the policy environment, the economic environment and the technological environment, the current financial industry application software market is deeply analyzed. Then analyze the industry environment and the internal environment of the company. Use the SWOT analysis tool to summarize the strengths, weaknesses, opportunities and challenges of CJ Company, and then combine the relevant software marketing strategy, financial industry software analysis books and literature, Starting with the development history and existing problems of CJ company's financial industry software, this paper makes a thorough analysis at various levels. Finally, with STP strategy and product strategy, pricing strategy, channel strategy, Four aspects of promotion strategy constitute the marketing strategy and strategy of CJ Company together, and ensure the smooth implementation of marketing strategy and strategy in three aspects of team building, marketing innovation and product development. Case analysis, qualitative analysis and other methods, CJ company's existing financial industry application software products, technical forces, business methods and marketing data, in-depth and meticulous research and analysis, At the same time, a large number of industry data are systematically classified, so as to eliminate the crude and refine, from the surface to the inside of induction and deduction, so as to make full use of the domestic and foreign marketing theory and the research results of the financial industry application software. In order to judge the nature, characteristics and changing law of the applied software market in the financial industry, and then customize a set of marketing strategies for CJ company, select the subdivision market of the key service in STP strategy; In the product strategy, we should optimize the product mix, analyze the marketing strategy, formulate the new product development strategy, and make different price strategy according to the different products, different customers, different periods and different regions in the price strategy. In the channel strategy, it is adjusted to the multi-channel mode of combining direct marketing, indirect channel and network channel, and in the aspect of promotion strategy, through technical promotion, Advertising and public relations three ways to strengthen the promotion of the company. I will learn the marketing mix theory, on the basis of in-depth analysis and understanding, combined with the actual situation of CJ company, so as to integrate theory with practice, The theory guides the practice, finds and discusses the software marketing strategy suitable for CJ Company, and puts forward the feasible scheme suitable for CJ Company, which is helpful to help CJ Company break through the bottleneck, improve its competitiveness, and realize its business objectives. It also provides a reference for similar software enterprises with similar problems, and can also provide some enlightenment for the establishment of application software platform and the innovation of business in the financial industry, especially in the banking industry.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F49

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本文編號：1494519