摘要
I
摘要
随着我国云计算的普及与应用，在5G网络应用悄然而至的大环境下，全世界的
网络用户对于服务器的使用也趋于前沿化和多样化，对于服务器产品的各类解决逻辑
也提出了高标准的需求，服务器产品企业的生产制造和发展中心也在随着消费者的需
求和科研前沿的动态而发生着重大变化。而本论文正是基于此，以中国知名IT企业A
公司为研究对象，探讨其在服务器产品市场营销策略中的表现，这些策略的研究既基
于现有的各项政治、经济以及市场环境，也基于A公司服务器产品本身的特点，通过
市场营销的理论来研究其营销策略的制定，为A公司服务器产品在市场中的有效营销
推广提供借鉴参考作用
本论文的研究首先通过对本公司服务器产品的特点和相关的营销理论进行分析，
以发现服务器产品特点及其发展变化的趋势、市场营销策略的新理论与新趋向；其次
分析本公司服务器产品市场营销的现状，以期发现其特点及存在的问题与不足之处，
为后续营销策略制定提供论证基础；然后根据服务器产品市场营销的新理论与新趋向，
集合公司所处的宏观环境、所面临的的竞争局面，总结性的发现公司发展历史悠久、
市场规模较大、公司服务器产品性能稳定，但是依然存在服务器品牌缺失、公司服务
器销售方向单一、公司服务器营销战略简单，面对政府对于国内服务器发展支持、服
务器市场空间较大以及信息化技术的连带发展作用，需要结合4P和4C理论消除其他
服务器品牌强势、虚拟桌面服务器的替代以及服务器生产成本的上升的威胁。而对于
最后的产品市场营销策略的实施主要体现在组织与制度措施、资金与财务措施、人力
资源措施、技术措施以及文化保障措施这几个方面
而由于在本论文研究过程中主要以A公司的服务器产品为案例探究点，缺乏对国
内其他服务器厂商的横向比较，并且就A公司服务器产品本身的市场营销策略推广也
缺乏在时间、地区上的纵向比较，更多的趋向于对现状及未来趋势的探讨，具体实施
效果还有待验证，这些问题也将是需要进一步研究的方向
关键词：服务器，A公司，市场营销，可持续发展，策略
西北大学硕士学位论文
II
Abstract
With the development of cloud computing and the popularity of 5G in the network era of
the global environment, users tend to be complicated and cutting-edge technology for
network server applications for IT products, solutions are also put forward higher
requirements, IT enterprise products and business center with dynamic consumer demand
and scientific research the frontier and changing. This paper is based on this, the A
company Chinese well-known IT company as the research object, to explore its
performance in the marketing strategy of server products in the market, the research of these
strategies is based on the existing various political and economic and market environment,
is also based on the A server to the characteristics of products, through the development of
marketing theory to study the marketing strategy, provide reference for effective marketing
company A server products in the market.
This paper first through the characteristics of the company's server products and related
marketing theory to analyze, with the discovery of new theory and new trend of strategy
trend and marketing characteristics of server products and its development； secondly
analysis of the status quo of the company server product marketing, in order to find out the
features and existing problems. And the insufficiency, provide a demonstration basis for
follow-up marketing strategy； then according to the new theory and the new trend of
marketing server products, macro environment, set the company's facing the competition
situation, the company found that with a long history and a large market size, the company's
server products stable performance, but there is still a server the sales server lack of brand
and company, the company marketing strategy has a single server, in the face of the
government for the domestic Server development support, large server market space, and
the joint development of information technology, we need to combine 4P and 4C theory to
eliminate the threat of other server brands, the replacement of virtual desktop servers and
the rising cost of server production. For the final product, the implementation of marketing
strategy is mainly reflected in several aspects, such as organization and system measures,
capital and financial measures, human resources measures, technical measures and cultural
safeguard measures.
Abstract
III
Because the research process in this paper is mainly based on the A company's server
products as a case study, lack of comparison to other domestic server vendors, and the
marketing strategy of A company server product promotion itself in time, the lack of
longitudinal comparison of the region, more tend to study on the status quo and future trend
the specific implementation, the effect remains to be verified, these problems will be the
direction of further study.
Keywords: Server, A company, marketing, sustainable development, strategy。