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论文基于当前国内IT行业代理营销的发展现实,经过认真的分析和研宄IT
行业发展趋势,借助中国IT行业产品代理销售社会大背景的研宄,以北京航天星
桥系统工程技术有限公司(以下简称“星桥公司”)为主要研宄对象,重点分析
该企业在IT产品营销中遇到的困难,并分析问题存在的原因,力求找到适合IT
行业面向客户产品代理发展的新方向
本文主要针对星桥公司开展研宄工作。星桥公司主营业务包括IT产品销售,
此外还有其他分门别类产品的销售。因为星桥公司属于分销产业链内部中间环节
地位,同厂商、分销商、集成商、终端用户联系紧密,属于沟通的纽带,处于产
品销售渠道的关键环节。论文运用营销管理理论对星桥企业经营的内外部环境进
行了具体分析,同时结合IT行业发展状况,对企业存在的深层次问题进行了针对
性分析,通过企业内外部环境分析,运用SWOT分析工具,研制了星桥公司可行
的发展战略,基于公司战略,深入探查顾客消费行为特征,进而确立了明晰的产
品市场定位,紧密围绕产品市场定位,制定了适合星桥公司IT产品的营销组合策
略,为公司更好地适应于激烈竞争的市场发展环境,提出了相应的市场营销策略
论文在最后归纳总结基础上,得出以下结论,运用产品、价格、渠道、促销
的策略将对星桥公司的产品带来更强有力的销售效果
关键词:IT代理;营销策略;IT产品
iii 北京交通大学硕士专业学位论文
ABSTRACT
ABSTRACT
In Chinafs sustained and rapid economic development at the same time, electronic
consumer groups in the proportion of consumption is growing, people rely on the
degree of dependence on electronic products is also getting higher and higher. IT
product market has entered a stage of rapid development, IT product replacement cycle
is also shorter and shorter. Thus, both mature products and new products, need to have
a good marketing strategy. At present, the domestic IT industry is very competitive, the
use of IT channels to obtain profits have been unable to achieve high returns business
goals, more and more Internet users than IT agency business more understanding of
products, more and more difficult in the context of profit, IT The industry needs to find
better technology to provide services to customers, only to change the possibility of
operating difficulties. Information technology industry based on the specificity of the
industry, in product development and post-sale, maintenance and other aspects of the
existence of the operation of the unique, agents are responsible for product sales, but
also to take care of the late customer service and maintenance, in the face of such a
Marketing situation, in the development of specific marketing strategies need to have a
corresponding response means.
Based on the current development trend of domestic IT industry agent marketing,
after careful analysis and research on the development trend of IT industry, with the
help of China IT industry product sales agent social background research to Beijing
Aerospace Star Bridge System Engineering Technology Co. Ltd. (hereinafter referred
to as M Star Bridge M) as the main research object, focusing on the enterprise IT product
marketing in the difficulties encountered, and analyze the reasons for the existence of
the problem, and strive to find suitable for the IT industry for customer product agent
development of the new direction.
This article mainly for the Star Bridge company to carry out research work. Star
Bridge&39;s main business, including IT product sales, in addition to other categories of
products sales. Because Star Bridge company belongs to the middle part of the
distribution industry chain, with the manufacturers, distributors, integrators, end users
close, are the link of communication, product sales channels in the key link. This paper
uses the theory of marketing management to analyze the internal and external
environment of Star Bridge enterprise management. At the same time, combined with
iv 北京交通大学硕士专业学位论文
ABSTRACT
the development of IT industry, the paper analyzes the deep-seated problems of
enterprises,and analyzes the internal and external environment of enterprises through
SWOT analysis tools , Developed a feasible development strategy of Star Bridge
company, based on the companys strategy, in-depth exploration of customer
consumption behavior characteristics, and then established a dear product market
positioning, closely around the product market positioning, developed for the bridge
company IT product marketing strategy, For the company to better adapt to the fierce
competition in the market development environment, put forward the corresponding
marketing strategy.
On the basis of the final summary, the paper draws the following conclusions, and
the strategy of product, price, channel and promotion will bring stronger sales effect to
Star Bridge Company’s products.
Key words: IT Agency; Marketing Strategy; IT Products
V 北京交通大学硕士专业学位论文
目录
iii
ABSTRACT
iv
1 ^ 1
1.1研宄背景与研宄意义1.1.1 研宄背景1.1.2 研宄意义1.2 研宄内容与研宄方法1.2.1 研究内容1.2.2 研宄方法2理论基础与文献综述2.1 理论基础2.1.1市场营销理论2.1.2 STP 理论2.1.3组合营销理论2.2 文献综述2.2.1国外研究现状2.2.2 国内研究现状3星桥公司IT产品营销环境分析3.1企业宏观环境分析3.1.1 经济环境
_..11
3.1.2政策环境3.1_3 社会环境Vi 北京交通大学硕士亏业学位论文
3.1.4技术环境3.2 IT行业发展状况分析…3.2.1供应商及购买者的议价能力3.2.2新进入者及替代品的威胁程度3.2.3同业竞争者的竞争状况3.2.4替代品的替代性3.2.5 进入壁垒分析3.3微观环胃分析3.3.1公司内部环境分析3.3.2供应商分析3.3.3 渠道分析
21
3.3.4行业客户需求分析
22
3.3.5主要竞争者分析
23
4星桥公司营销战略及IT产品的营销状况
26
4.1星桥公司营销现状
26
4.2 星桥公司SWOT分析
27
4.2.1 优势分析
27
4.2.2 劣势分析
28
4.2.3机会分析
29
4.2.4威胁分析
29
4.2.5 SWOT矩阵分析及公司营销战略
29
4.3星桥公司IT产品营销存在的问题
31
4.3.1 缺乏对行业客户的细分
32
4.3.2营销团队不健全
33
vii 北京交通大学硕士专业学位论文
|^_
4.3.3 财务风险控制力不够
33
5星桥公司IT产品营销策略制定
35
5.1客户规模及行业属性的市场细分
35
5.2大中型企业作为目标市场
37
5.3综合型产品代理商的市场定位
37
5.4 IT产品营销策略制定
38
5.4.1高质量低风险的产品策略
38
5.4.2差异化竞争的价格策略
40
5.4.3零售终端与新市场开发的渠道策略
41
5.4.4多手段促销策略的综合运用
41
5.5营销策略实施保障举措
42
5.5.1建立营销管理平台
42
5.5.2加强企业组织管理
43
5.5.3提升售后服务能力
43
6 结论与展望
44
6.1 ^
44
6.2 展望
44
参考文献 46
作者简历及攻读硕士学位期间取得的研宄成果
50
独创性声明
51
学位论文数据集
52
viii 北京交通大学硕士专业学位论文
^
1绪论
1.1研究背景与研究意义
1.1.1研究背景
IT即Information Technology,就是信息及其相关技术的意思,主要内容有三方面,
分别是传感技术、通信技术以及计算机技术[1]。在IT产品整个销售渠道上又分为产品
提供商、流通商和技术服务商。IT产品流通商连接着产品的生产和销售环节,在具体
操作中,更多的IT产品通过代理的形式流转,出现这种现象的原因是更多的生产商希
望采取代理形式进行产品的营销,这样企业能够将更多的精力专注于产品研发与核心
技术的更新上面,所以就把产品的销售以及其中涉及到的其他一切与技术研发无关的
环节交与代理商解决。如此便能实现生厂厂家专心致力于产品的研制和生产,代理商
主要致力于产品的销售上,分工明确,且双方都有一定的利益保障。信息化时代的今
天,越来越多的电子信息产品和技术深入到人民生活的方方面面,信息技术无疑己经
成为推动社会经济发展、提升工作质量的重要保障,尤其是在经济全球化的今天,网
络化和信息化已经将整个世界变成一个“地球村”,任何交易都离不开信息技术的支
持,于是,作为IT产品的生产厂家以及销售商们自然成为这个信息化时代必不可少的
中间纽带[2]
北京星桥公司成立于2005年,该企业主营业务是IT产品的流通和销售,而且企
业专注于客户体验式服务,企业目标定义为:为客户提
。。。以上简介无排版格式，详细内容请下载查看
