【摘要】：地理信息產(chǎn)業(yè)是我國的一個戰(zhàn)略新興高新技術(shù)產(chǎn)業(yè),在國家各行業(yè)信息化建設(shè)中起著舉足輕重的支撐作用。近年來,隨著我國智慧城市建設(shè)等國家信息化戰(zhàn)略的實施,該行業(yè)迎來了高速發(fā)展的機遇,GIS類軟件產(chǎn)品的市場需求逐年增長。隨著市場的高速發(fā)展,一方面進入GIS軟件領(lǐng)域的廠商也逐漸增多,市場競爭越來越激烈;另一方面,近幾年國民經(jīng)濟增速整體下滑、政策和行業(yè)環(huán)境變化迅速;再加上軟件技術(shù)發(fā)展日新月異、客戶需求多變。在眾多因素的影響下,使得像W公司這種規(guī)模不大的技術(shù)型創(chuàng)業(yè)公司在經(jīng)歷了初期的高速增長后,開始遇到發(fā)展的瓶頸和困難�；谏鲜霈F(xiàn)狀,本文從市場營銷的角度,運用市場營銷學(xué)的相關(guān)理論和工具,對W公司的營銷環(huán)境進行分析,試圖找出其營銷過程存在的問題,然后從目標(biāo)市場選擇定位和營銷策略優(yōu)化方面提出改進建議,以其能夠?qū)公司的經(jīng)營發(fā)展有所裨益。首先,本文從宏觀環(huán)境、行業(yè)環(huán)境、競爭對手等幾個方面分析了w公司的外部營銷環(huán)境,指出了外部環(huán)境發(fā)展機遇很大,但存在威脅因素,環(huán)境變化迅速;然后梳理了w公司的內(nèi)部營銷現(xiàn)狀,指出其當(dāng)前的營銷策略中存在的問題,主要有產(chǎn)品結(jié)構(gòu)單一、定價機制不合理、渠道體系不成熟、促銷策略單一等問題。在此基礎(chǔ)上,結(jié)合swot分析工具對w公司的競爭優(yōu)勢、劣勢、機會、威脅進行總結(jié)闡述。運用stp理論對w公司gis產(chǎn)品的目標(biāo)市場進行了細(xì)分和選擇,明確了差異化競爭原則,以專業(yè)定制化和高性價比作為其市場定位。并進一步從4p理論的角度對其營銷策略從產(chǎn)品、價格、渠道、促銷四個方面進行了優(yōu)化設(shè)計和建議,主要包括差異化和行業(yè)專業(yè)化的產(chǎn)品策略,以及根據(jù)成本、需求、競爭導(dǎo)向的定價策略,以分銷渠道管理和網(wǎng)絡(luò)營銷渠道為主要特點的渠道策略,以廣告宣傳、銷售促進和捆綁服務(wù)為特點的促銷策略。從而為w公司提高整體營銷能力提供了具有指導(dǎo)意義的方案,也可以作為同行業(yè)和其他行業(yè)具有類似特點的創(chuàng)業(yè)型公司制定營銷策略的參考。
[Abstract]:Geographical information industry is a strategic new high-tech industry in China, which plays an important supporting role in the construction of national information industry. In recent years, with the implementation of the national informatization strategy, such as the construction of intelligent cities in China, the industry has ushered in the opportunity of rapid development, and the market demand for GIS software products has increased year by year. With the rapid development of the market, on the one hand, the number of manufacturers entering the field of GIS software is gradually increasing, and the market competition is becoming more and more fierce; on the other hand, the overall growth rate of the national economy has declined in recent years, and the policy and the industry environment have changed rapidly. Coupled with the rapid development of software technology, customer demand is changeable. Under the influence of many factors, the small technological startups such as W Company begin to meet the bottleneck and difficulty of development after experiencing the initial high speed growth. Based on the above situation, this paper analyzes the marketing environment of W Company from the point of view of marketing, using the relevant theories and tools of marketing, and tries to find out the problems existing in the marketing process of W Company. Then some suggestions are put forward from the aspects of target market selection and marketing strategy optimization so as to benefit W company's operation and development. First of all, this paper analyzes the external marketing environment of w company from the macro environment, industry environment, competitors and so on, and points out that the external environment has great opportunities for development, but there are threat factors, and the environment changes rapidly; Then combing the internal marketing situation of w company, the paper points out the problems existing in its current marketing strategy, such as single product structure, unreasonable pricing mechanism, immature channel system, single promotion strategy, and so on. On this basis, combined with the swot analysis tool, we summarize the competitive advantages, disadvantages, opportunities and threats of w Company. By using stp theory, the target market of gis products of w company is divided and selected, and the principle of differential competition is defined. The market orientation of gis products is based on specialty customization and high performance-price ratio. Furthermore, from the angle of 4p theory, the author optimizes the design and suggestion of its marketing strategy from four aspects: product, price, channel and promotion, mainly including the product strategy of differentiation and industry specialization, and according to the cost, demand, etc. Competition-oriented pricing strategy, with the distribution channel management and network marketing channels as the main characteristics of the channel strategy, advertising, sales promotion and bundling services as the characteristics of the promotion strategy. Therefore, it provides a guiding scheme for w company to improve its overall marketing ability, and can also be used as a reference for entrepreneurial companies with similar characteristics in the same industry and other industries to formulate marketing strategies
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F49

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