本文選題：營銷理論　切入點：導航電子地圖　出處：《東華大學》2017年碩士論文

【摘要】：一個企業(yè)要生存和發(fā)展壯大,必須不斷地尋找和利用各種各樣的有效資源,通過自身的努力,創(chuàng)造出新產(chǎn)品或新服務來滿足不斷變化的市場需求,并獲得相應的利潤。處于壟斷競爭市場的導航電子地圖行業(yè),由于競爭的不斷加劇,產(chǎn)品的利潤空間也在不斷地被壓縮。因此如何準確地把握市場與用戶需求,并結(jié)合市場營銷相關理論,重新調(diào)整新產(chǎn)品的研發(fā)思路,使企業(yè)在市場競爭中立于不敗之地,具有十分重要的現(xiàn)實意義。近年來,在國家政府層面,包括國務院、發(fā)展與改革委員會、信息產(chǎn)業(yè)部、科技部、國家測繪地理信息局、交通運輸部等相關部門先后出臺了若干相關政策和指導意見,旨在大力發(fā)展衛(wèi)星導航電子地圖產(chǎn)業(yè)和GIS行業(yè)地圖應用服務產(chǎn)業(yè),優(yōu)化產(chǎn)業(yè)發(fā)展環(huán)境。它的基本施政措施是:進一步加強和完善導航產(chǎn)業(yè)的基礎設施建設、建成現(xiàn)代化、智能化的地理位置信息綜合服務平臺、從而為智能導航電子地圖產(chǎn)品市場的進一步發(fā)展提供一個日益完善的市場環(huán)境基礎。因此,對于a公司來說,導航電子地圖市場具有非常廣闊的前景,有必要對其市場營銷策略開展深入的分析和研究,從而實現(xiàn)公司的長期的穩(wěn)定的發(fā)展目標。本論文通過文獻研究、案例研究等相結(jié)合的方法,以“導航電子地圖產(chǎn)品的營銷策略研究”為例,對具體的營銷問題進行了較為詳細的研究。本文將分成六個部分來闡述。第一部分介紹了研究的意義、研究內(nèi)容和技術路徑。第二部分為營銷理論回顧,即對市場營銷的內(nèi)涵、stp營銷理論、swot分析法、pest理論、4p理論進行了闡述。第三部分開展了實質(zhì)性研究,以“a公司導航電子地圖產(chǎn)品”為例,對a公司的現(xiàn)狀、導航電子地圖產(chǎn)品的營銷環(huán)境、a公司的優(yōu)勢與劣勢、機會與威脅進行了全面的分析與研究。第四部分主要是對a公司導航電子地圖產(chǎn)品的市場細分的研究過程,以及對于市場定位的具體研究過程。第五部分對具體的市場營銷策略的制定進行了詳細分析,包括產(chǎn)品策略、價格策略和渠道策略,并闡述了具體的實施方案。第六部分是對本文的研究結(jié)論與展望。
[Abstract]:In order to survive and grow, an enterprise must constantly find and utilize all kinds of effective resources, create new products or services to meet the changing market demand through its own efforts. The navigation electronic map industry, which is in a monopolistic competitive market, is in a monopoly market. Because of the increasing competition, the profit space of the products is also continuously compressed. Therefore, how to accurately grasp the market and user needs, In recent years, it is of great practical significance to readjust the research and development thinking of new products so that enterprises can be in an invincible position in the market competition. In recent years, at the national government level, including the State Council, The Development and Reform Commission, the Ministry of Information Industry, the Ministry of Science and Technology, the National Bureau of surveying and Mapping Geographic Information, the Ministry of Transport and other relevant departments have issued a number of relevant policies and guidance. The aim is to vigorously develop the satellite navigation electronic map industry and the GIS industry map application service industry and optimize the industrial development environment. Its basic administrative measures are to further strengthen and improve the infrastructure construction of the navigation industry and to complete the modernization. The intelligent geographic location information integrated service platform provides an increasingly perfect market environment for the further development of the intelligent navigation electronic map product market. Therefore, for a company, Navigation electronic map market has a very broad prospect, it is necessary to carry out in-depth analysis and research on its marketing strategy, so as to achieve the long-term stable development goal of the company. Case study and other methods, taking "Marketing Strategy Research of Navigation Electronic Map products" as an example, This article will be divided into six parts to elaborate. The first part introduces the significance of the research, the research content and the technical path. The second part is the marketing theory review. That is to say, the connotation of marketing is expounded by swot analysis method. In the third part, the real research is carried out. Taking company a company navigation electronic map product as an example, the present situation of company a is discussed. The advantages and disadvantages, opportunities and threats of the marketing environment of navigation electronic map products are analyzed and studied. The fourth part is mainly about the research process of the market segmentation of navigation electronic map products of company a. The fifth part makes a detailed analysis on the formulation of specific marketing strategies, including product strategy, price strategy and channel strategy. The sixth part is the conclusion and prospect of this paper.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.6

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本文編號：1674102