本文關(guān)鍵詞： 系統(tǒng)集成 營(yíng)銷(xiāo)策略 SWOT分析 波特五力模型　出處：《昆明理工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著信息技術(shù)的飛速發(fā)展,信息化、智能化在人們的工作和生活當(dāng)中都扮演著非常重要的角色�？梢哉f(shuō)徹底改變了人類(lèi)的生活方式。而中國(guó)經(jīng)濟(jì)的飛速發(fā)展,國(guó)家對(duì)信息化建設(shè)也變得重視起來(lái),信息化建設(shè)已經(jīng)上升為國(guó)家戰(zhàn)略,這給計(jì)算機(jī)信息系統(tǒng)集成商們提供了非常好的市場(chǎng)機(jī)會(huì)。繁榮的市場(chǎng)和豐厚利潤(rùn)的驅(qū)使,越來(lái)越多的IT公司加入了這個(gè)行業(yè),使市場(chǎng)競(jìng)爭(zhēng)變得越來(lái)越激烈,系統(tǒng)集成行業(yè)的利潤(rùn)變得越來(lái)越薄。本文研究的目的主要是給ZH系統(tǒng)集成公司一些營(yíng)銷(xiāo)方面的建議,在營(yíng)銷(xiāo)策略上有所調(diào)整,更好適應(yīng)目前的營(yíng)銷(xiāo)環(huán)境。研究采用了PEST對(duì)宏觀環(huán)境進(jìn)行了分析,用SWOT分析了ZH公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。用波特五力模型分析了系統(tǒng)集成行業(yè)的競(jìng)爭(zhēng)情況,同時(shí)還用了調(diào)查法了解到營(yíng)銷(xiāo)人員需要具備的素質(zhì)等,用STP給出了一些營(yíng)銷(xiāo)戰(zhàn)略上的建議,最后結(jié)合4P給出了ZH公司營(yíng)銷(xiāo)策略的建議,基本上解決了ZH公司營(yíng)銷(xiāo)中存在的問(wèn)題。同時(shí)也給類(lèi)似于ZH公司的中小型系統(tǒng)集成公司一些啟發(fā)。得出了主要結(jié)論如下：ZH公司現(xiàn)狀及政策導(dǎo)向給出市場(chǎng)定位在S地區(qū)應(yīng)該把公安、教育、信訪、交通、高校和醫(yī)院做為目標(biāo)行業(yè)客戶,進(jìn)行項(xiàng)目的跟蹤。以S地區(qū)平安城市項(xiàng)目為例,結(jié)合4P給出營(yíng)銷(xiāo)策略的建議：1、和國(guó)內(nèi)主要監(jiān)控廠商建立起產(chǎn)品合作關(guān)系,提升為客戶服務(wù)的能力。2、找準(zhǔn)項(xiàng)目的關(guān)鍵人,獲得用戶支持,和監(jiān)控廠商談判的時(shí)候要有談判技巧,壓低成本,在投標(biāo)報(bào)價(jià)的時(shí)候要合理報(bào)價(jià)�？梢院蛶准掖蟮谋O(jiān)控廠商簽訂分銷(xiāo)協(xié)議,以分銷(xiāo)的價(jià)格去做項(xiàng)目。平安城市項(xiàng)目很多時(shí)候政府財(cái)政困難,ZH公司可以和大的系統(tǒng)集成商聯(lián)盟,讓大的系統(tǒng)集成商融資進(jìn)入,到時(shí)候按出資比例獲得收益。3、在渠道策略上要加強(qiáng)平安城市系統(tǒng)聯(lián)盟建設(shè),和上游廠家和下游的集成商保持好的合作,獲取項(xiàng)目機(jī)會(huì)和資源,同時(shí)解決了資金、技術(shù)支持、人力成本控制,本地化服務(wù)等多種問(wèn)題,以合作共贏未來(lái)。4、在促銷(xiāo)策略上,對(duì)于有共性需求的用戶,也可以通過(guò)會(huì)議營(yíng)銷(xiāo)的方式,帶領(lǐng)客戶去參觀ZH公司平安城市項(xiàng)目的成功案例。如果政府財(cái)政預(yù)算不足,ZH公司和大的系統(tǒng)集成商聯(lián)盟,讓有實(shí)力的集成商出資,回款方式可以采用分三年或者五年分期還清,減輕政府財(cái)政壓力。也可以通過(guò)網(wǎng)絡(luò)推廣宣傳公司,提高公司知名度。在銷(xiāo)售人員能力上,提高銷(xiāo)售人員對(duì)技術(shù)的了解,提高銷(xiāo)售人員的溝通能力和對(duì)項(xiàng)目的把控能力,加強(qiáng)對(duì)銷(xiāo)售人員的培訓(xùn),從而促成項(xiàng)目的成功。
[Abstract]:With the rapid development of information technology, information technology, intelligence plays a very important role in people's work and life. It can be said that completely changed the way of life of human beings, and the rapid development of China's economy. The country has also become attached importance to the construction of information, information construction has become a national strategy, which provides computer information system integrators with a very good market opportunities, prosperous market and the driving force of rich profits. More and more IT companies have joined the industry, which makes the market competition more and more fierce. The profit of system integration industry is becoming thinner and thinner. The purpose of this paper is to give ZH system integration company some marketing suggestions and adjust the marketing strategy. Better adapt to the current marketing environment. The study adopts PEST to analyze the macro environment, and uses SWOT to analyze the advantages and disadvantages of ZH company. Opportunities and threats. This paper analyzes the competitive situation of the system integration industry by using Porter's five-force model, at the same time, it uses the survey method to find out the qualities that marketers need to have, and gives some suggestions on marketing strategy with STP. Finally, combined with 4P, the paper gives the suggestion of ZH company's marketing strategy. It basically solves the problems existing in the marketing of ZH company. At the same time, it also gives some inspiration to the small and medium-sized system integration company similar to ZH company. The main conclusions are as follows:. ZH Company's current situation and policy orientation give market positioning in S region should be put by the public security. Education, letters and visits, transportation, colleges and hospitals as target industry customers, to track the project. Take the S area Ping an City Project as an example, combined with 4P to give the marketing strategy recommendations: 1. And the main domestic monitoring manufacturers to establish a product partnership, improve customer service capabilities. 2, find the key project, access to user support, and monitoring manufacturers to negotiate to have negotiation skills, reduce costs. You can sign a distribution agreement with a few big monitoring manufacturers to do the project at the price of distribution. Pingan City Project is often difficult for the government to finance. ZH company and the big system integrator alliance, let the big system integrator financing enter, then according to the contribution proportion to get the income. 3, in the channel strategy must strengthen the Ping an city system alliance construction. Maintain good cooperation with upstream manufacturers and downstream integrators to obtain project opportunities and resources, and solve a variety of problems such as funding, technical support, manpower cost control, local services, etc., in order to cooperate and win the future. 4. In the promotion strategy, for users with common needs, you can also through the way of conference marketing, leading customers to visit the success of ZH company Ping an City project. If the government budget is insufficient. ZH company and the big system integrator alliance, let the strength integrator to invest, the payback way may adopt divides three years or five years installment to pay off, reduces the government finance pressure. Also may promote the company through the network. Improve the visibility of the company. In the ability of sales personnel, improve the technical understanding of sales personnel, improve the communication skills of sales personnel and the ability to control the project, strengthen the training of sales personnel. Thus contributing to the success of the project.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.63;F274

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 陳美嵐;構(gòu)建大學(xué)生和諧人際關(guān)系研究[D];廣西師范大學(xué);2014年

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本文編號(hào)：1457810