客戶關系視角下的A公司中間件產(chǎn)品協(xié)同營銷策略研究
發(fā)布時間：2018-11-22 12:44
【摘要】：國內(nèi)中間件行業(yè)興起于上世紀90年代中期，進入21世紀后，在全球中間件技術發(fā)展和國家的優(yōu)惠政策的大力扶持下得到了快速發(fā)展。特別是隨著國家“核高基”重大專項工作的推進和資金的陸續(xù)到位，國產(chǎn)基礎軟件尤其是國產(chǎn)中間件企業(yè)迎來了更好的發(fā)展機遇，整個行業(yè)正醞釀著重新洗牌的壓力和動力。 A公司一個典型的中小型中間件企業(yè)，經(jīng)過近十年的發(fā)展，仍然存在著國內(nèi)整個行業(yè)的通病——重技術，輕營銷。在將近十年的發(fā)展力，，不但沒有形成品牌沉積，反而營銷利潤在逐年下降，顯然，在面臨中國快速變化的中間件市場和來自國際競爭對手的壓力下，市場份額逐年減少，發(fā)展腳步變得力不從心。同時A公司建立伊始就有“建立國際一流的企業(yè)中間件整合平臺”這一戰(zhàn)略目標，現(xiàn)有的傳統(tǒng)營銷策略使A公司裹足不前，顯然已經(jīng)不能滿足其發(fā)展戰(zhàn)略的要求。 本文選擇A公司這樣一個代表性的中小型中間件企業(yè)，根據(jù)企業(yè)現(xiàn)存的營銷難、市場份額小的現(xiàn)狀，追溯產(chǎn)生這些現(xiàn)象的原因，深度分析A公司的目標客戶群，根據(jù)目標客戶群的特征，結(jié)合客戶關系相關理論和協(xié)同營銷理念，提出一個適合A公司這樣的中小型中間件企業(yè)的新型協(xié)同營銷模式，以期獲得長期穩(wěn)定的盈利，并可以推而廣之，為這一類型的中間件企業(yè)提供一定的參考作用。 本文在對A公司中間件產(chǎn)品的市場營銷策略的研究制定過程中，通過分析目標客戶群，深入研究A公司的經(jīng)營現(xiàn)狀、在市場營銷中的問題和問題背后的原因，進而分析公司現(xiàn)階段營銷策略的優(yōu)勢、劣勢、面臨的機會和威脅（SWOT分析），找到在目標、內(nèi)部環(huán)境和外部環(huán)境三者之間取得動態(tài)平衡的決策，最后提出協(xié)同營銷策略實施方案和保障措施。為我國中小型軟件提供一定的理論借鑒作用，幫助企業(yè)了解競爭環(huán)境，提高競爭能力，采取有效的市場營銷策略。期望我國本土的中間件企業(yè)能夠打破了國外品牌處于主導地位的局面，在這場殘酷的市場競爭中脫穎而出，從而造就一批最專業(yè)、最優(yōu)秀的民族軟件企業(yè)。
[Abstract]:The domestic middleware industry rose in the middle of 1990s. After entering the 21st century, with the support of the global middleware technology development and national preferential policies, it has developed rapidly. In particular, with the national "nuclear high base" major special work and funds in place, domestic basic software, especially domestic middleware enterprises ushered in better development opportunities, the whole industry is brewing the pressure and power to reshuffle. A typical small and medium-sized middleware enterprise, after nearly ten years of development, there is still a common problem of the whole domestic industry-emphasis on technology, not marketing. After nearly a decade of development, not only has the brand not been deposited, but the marketing profit has been declining year by year. Obviously, under the pressure of the rapidly changing middleware market in China and the pressure from international competitors, the market share has been decreasing year by year. The pace of development has become inadequate. At the same time, company A has the strategic goal of "establishing an international first-class enterprise middleware integration platform" from the beginning of its establishment. The existing traditional marketing strategy makes A company hold back, which obviously can not meet the requirements of its development strategy. This paper chooses A company as a representative middle and small scale middleware enterprise, according to the existing marketing difficulties and small market share of the enterprise, tracing the causes of these phenomena, in-depth analysis of A company's target customer base. According to the characteristics of the target customer group, combined with the related theory of customer relationship and cooperative marketing concept, a new cooperative marketing model suitable for small and medium-sized middleware enterprises such as company A is put forward in order to obtain long-term and stable profits. And can be generalized, for this type of middleware enterprises to provide a certain reference. In the course of researching and formulating the marketing strategy of A company's middleware products, this paper analyzes the target customer group, deeply studies the current situation of A company's operation, the problems in marketing and the reasons behind the problems. Then analyze the company's current marketing strategy strengths, weaknesses, opportunities and threats (SWOT analysis), find a dynamic balance between the objectives, internal environment and external environment, Finally, the implementation scheme and safeguard measures of cooperative marketing strategy are put forward. It can help enterprises understand the competitive environment, improve their competitive ability and adopt effective marketing strategies. It is expected that the local middleware enterprises in China can break the dominant position of foreign brands and stand out in this cruel market competition, thus creating a group of the most professional and excellent national software enterprises.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274
本文編號：2349411
[Abstract]:The domestic middleware industry rose in the middle of 1990s. After entering the 21st century, with the support of the global middleware technology development and national preferential policies, it has developed rapidly. In particular, with the national "nuclear high base" major special work and funds in place, domestic basic software, especially domestic middleware enterprises ushered in better development opportunities, the whole industry is brewing the pressure and power to reshuffle. A typical small and medium-sized middleware enterprise, after nearly ten years of development, there is still a common problem of the whole domestic industry-emphasis on technology, not marketing. After nearly a decade of development, not only has the brand not been deposited, but the marketing profit has been declining year by year. Obviously, under the pressure of the rapidly changing middleware market in China and the pressure from international competitors, the market share has been decreasing year by year. The pace of development has become inadequate. At the same time, company A has the strategic goal of "establishing an international first-class enterprise middleware integration platform" from the beginning of its establishment. The existing traditional marketing strategy makes A company hold back, which obviously can not meet the requirements of its development strategy. This paper chooses A company as a representative middle and small scale middleware enterprise, according to the existing marketing difficulties and small market share of the enterprise, tracing the causes of these phenomena, in-depth analysis of A company's target customer base. According to the characteristics of the target customer group, combined with the related theory of customer relationship and cooperative marketing concept, a new cooperative marketing model suitable for small and medium-sized middleware enterprises such as company A is put forward in order to obtain long-term and stable profits. And can be generalized, for this type of middleware enterprises to provide a certain reference. In the course of researching and formulating the marketing strategy of A company's middleware products, this paper analyzes the target customer group, deeply studies the current situation of A company's operation, the problems in marketing and the reasons behind the problems. Then analyze the company's current marketing strategy strengths, weaknesses, opportunities and threats (SWOT analysis), find a dynamic balance between the objectives, internal environment and external environment, Finally, the implementation scheme and safeguard measures of cooperative marketing strategy are put forward. It can help enterprises understand the competitive environment, improve their competitive ability and adopt effective marketing strategies. It is expected that the local middleware enterprises in China can break the dominant position of foreign brands and stand out in this cruel market competition, thus creating a group of the most professional and excellent national software enterprises.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274
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本文編號：2349411
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