本文關(guān)鍵詞： 金融行業(yè)應(yīng)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(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近些年,我國金融行業(yè)在國內(nèi)經(jīng)濟下行和互聯(lián)網(wǎng)金融興起的雙重挑戰(zhàn)下,迫切需要調(diào)整經(jīng)營模式、開展業(yè)務(wù)創(chuàng)新、運用信息化技術(shù)、實行市場化改革,因此,服務(wù)于金融領(lǐng)域的行業(yè)應(yīng)用軟件市場也隨之面臨著機遇與挑戰(zhàn),機遇主要體現(xiàn)在金融行業(yè)領(lǐng)域信息化需求的大幅度增加為金融行業(yè)應(yīng)用軟件提供了更為龐大的市場.與此同時,市場對新產(chǎn)品新技術(shù)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(yīng)用軟件供應(yīng)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(xiàn)狀為背景,引出所要研究的主題,即:CJ公司金融行業(yè)應(yīng)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(xué)和戰(zhàn)略的相關(guān)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(nèi)環(huán)境、政策環(huán)境、經(jīng)濟環(huán)境和技術(shù)環(huán)境四個宏觀方面對目前金融行業(yè)應(yīng)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(nèi)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(jié),然后結(jié)合有關(guān)軟件營銷策略、金融行業(yè)軟件分析的書籍文獻(xiàn),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(chǎn)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(shè)、營銷創(chuàng)新和產(chǎn)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(xiàn)研究法、案例分析法和定性分析法等方式方法,對CJ公司現(xiàn)有的金融行業(yè)應(yīng)用軟件產(chǎn)品、技術(shù)力量、經(jīng)營方式和營銷數(shù)據(jù),進行深入細(xì)致的研究和分析,充分借鑒了國內(nèi)外的市場營銷學(xué)理論以及金融行業(yè)應(yīng)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(yīng)用軟件市場的性質(zhì)、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(wù)的細(xì)分市場;在產(chǎn)品策略上,進行產(chǎn)品組合優(yōu)化、營銷策略分析,制定新產(chǎn)品開發(fā)策略;在價格策略上,轉(zhuǎn)向依據(jù)不同產(chǎn)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(diào)整為直銷和間接渠道以及網(wǎng)絡(luò)渠道相結(jié)合的多渠道模式;在促銷策略方面,通過技術(shù)促銷、廣告宣傳和公共關(guān)系三種方式加強公司促銷力度。本人將所學(xué)的市場營銷組合理論,在進行深入的分析和理解的基礎(chǔ)上,與CJ公司實際情況相結(jié)合,做到理論聯(lián)系實踐,理論指導(dǎo)實踐,發(fā)現(xiàn)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(xiàn)經(jīng)營目標(biāo),也為有相似問題的同類軟件企業(yè)提供了業(yè)務(wù)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(yīng)用軟件平臺的創(chuàng)建和業(yè)務(wù)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(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F49

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本文編號：1494519