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首先，通过对兰州市三维市民卡公司、三维市民卡项目以及三维市民卡市场
营销现状的介绍，利用 STP 分析法以及与发达城市一卡通的对比，分析了公司的
营销现状，指出营销中存在的问题。其次，运用市场营销学中 STP、PEST、SWOT
分析等方法，分析了兰州市三维市民卡公司以政策环境、经济环境、社会环境和
技术环境为代表的宏观环境和以消费者需求和企业内部环境为代表的微观环境，
并就企业的优势、劣势、机会和威胁进行了综合分析。再次，针对三维市民卡用
户的使用现状及满意度调查分析，找出兰州市三维市民卡项目营销问题产生的原
因。然后，将市场营销学中经典的 4P、4C、4R 理论相互融合，为三维市民卡提
出了清晰明确的市场定位，并从产品、价格、渠道和促销等四个方面，设计了完
善的市场营销策略。最后，为了确保兰州市三维市民卡公司市场营销策略的顺利
实现，从团队、资金、文化、培训、制度、人才六个方面制定了实施保障措施
兰州市三维市民卡的发展，不但方便了人民群众日常生活与出行，也有利于
城市的数字化管理，对于建设新型服务型政府具有重要意义
关键词：智慧城市；三维市民卡；营销策略MBA 学位论文 作者：陈碧玮 兰州市三维市民卡公司营销策略研究
II
Abstract
Recently, with the rapid development of information technology, Lanzhou faces the demand
of information development in social management, livelihood services and urban retirement.
Based on this, Lanzhou puts forward the development goal of construction of digital Lanzhou
and wisdom Lanzhou. Three-dimensional citizen card project is a vital part of the wisdom urban
construction in Lanzhou, and it is also an important people&39;s livelihood project. Lanzhou
three-dimensional citizen cards project began in 2015. With a well development trend, it expands
the scope of application unceasingly, and initially forms the pattern of one card with multi-purpose.
In order to promote the development of Lanzhou three-dimensional citizen card project, this
article foFirst of all, through to the Lanzhou citizen card company, three-dimensional 3D citizen
card project and preliminary introduction of 3D citizen card marketing situation, the combination
of theory and practice, using the STP analysis method and compared with the developed city card
analyzes the current marketing situation of the company, points out the existing problems.
First of all, by introducing the Lanzhou three-dimensional citizen card company and the
marketing situation preliminarily, combining theory with practice, using STP analysis method and
comparing with developed city card, this paper analyzes the current marketing situation of the
company and points out the marketing problems. Secondly, by means of PEST and SWOT
analysis, this paper analyzes the macro environment represented by policy environment, economic
environment, social environment and technological environment, and the micro environment
represented by consumer demand and internal environment of Lanzhou city. Meanwhile, it
analyzes the advantages, disadvantages, opportunities and threats of the company. Then, the
consumer satisfaction survey is conducted to find out the reasons for the marketing of the
three-dimensional citizen card project in Lanzhou. Thirdly, with combination of the classic 4P, 4C
and 4R theories in marketing, this thesis puts forward a clear market positioning for the
three-dimensional citizen card and designs a perfect marketing strategy from four aspects, such as
product, price, channel and promotion. Finally, in order to ensure the smooth implementation of
the marketing strategy of Lanzhou three-dimensional citizen card company, the safeguard
measures are also suggested from six aspects of team, fund, culture, training, system and talents.
The development of three dimensional citizen card in Lanzhou is not only convenient for
people&39;s daily life and travel, but also important to build a new service-oriented government.
Keywords: Wisdom city; Three-dimensional Citizen Card; Marketing strategyMBA 学位论文 作者：陈碧玮 兰州市三维市民卡公司营销策略研究
III
目录
中文摘要..... I
Abstract... II
一、绪论..... 1
（一） 研究背景与意义..1
（二） 研究内容与方法..5
（三） 研究思路与框架..6
二、相关理论与方法概述.8
（一） 营销相关理论......8
（二） 营销策略概述....12
三、兰州市三维市民卡公司营销现状诊断分析...........13
（一） 公司简介13
（二） 三维市民卡建设与运营发展....13
（三） 三维市民卡营销现状及存在问题........14
四、兰州市三维市民卡公司市场营销环境分析...........18
（一） 宏观环境分析....18
（二） 微观环境分析....19
（三） SWOT 分析...........22
五、兰州市三维市民卡用户的使用现状及满意度调查分析..24
（一） 调查方案24
（二） 信度效度分析....25
（三） 描述性统计分析27
（四） 调查结果分析....29
六、兰州市三维市民卡公司营销策略的设计...32
（一） 市场营销目标....32
（二） 可行的 STP 策略33MBA 学位论文 作者：陈碧玮 兰州市三维市民卡公司营销策略研究
IV
（三） 市场营销组合策略........34
七、兰州市三维市民卡公司营销策略的实施保障措施.......... 40
（一） 发展营销团队....40
（二） 寻求资金支持....40
（三） 建设企业文化..........
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