伴随着人工智能、智慧云、5G技术等的发展，系统集成行业近些年得以充分 的扩展，已成为中国第三产业中不可或缺又极具发展潜力的创新行业，随之而来 的是大量的系统集成公司成立运营，系统集成行业竞争变得异常激烈，竞争白热 化直接导致利润大幅下降。以传统的硬件集成为主业的系统集成类公司近些年面 临着转型创新的巨大压力，行业利润率的逐年下滑也对行业中一些大型集成公司 带来了无限压力，因管理成本、人工成本等的逐年上升，大型集成公司员工众多， 人工成本巨大，并且同时具备大型公司面临的所有弊端，例如：员工效率低下、 项目管理松散等问题。而中小型系统集成公司同样面临着诸多的压力，在行业大 环境极具变化的时代下，中小型集成公司首先面临的问题即为如何创新产品及服 务，由于中小型公司的资金压力导致其不能招聘到高端人才，所以业务创新变得 尤为艰难，只能依靠客情关系从而获得一定的传统集成项目来支撑公司的正常运 转。 本文以BL公司的系统集成业务作为主要研究对象。BL公司为内蒙古自治区 内成立时间较早的一批系统集成公司，属于典型的小型系统集成公司，多年来， 依靠较为稳定的金融客户得以发展，业务主要以传统的硬件系统集成为主，近些 年同样面临着上述的各类行业压力，为了更好的发展创新，BL公司目前急需一套 科学合理的营销策略作为理论依据从而带动公司的业务转型及管理问题的解决。 本文采用STP理论、营销组合4P理论和SWOT分析方法等相关营销工具分析 BL公司所面临的关于系统集成业务营销环境，经研究发现BL公司在系统集成营 销管理中存在诸多问题，例如产品价格策略不敏感、分销渠道不完善、促销策略 缺失等问题，再加以对BL公司多年的经营数据进行分析研究形成了BL公司系统 集成业务的营销方案，建议公司在目标市场选择需更加明确，产品研发方面需进 一步加大并引进高端人才，在分销渠道方面需大力发展渠道客户并增加区域销售 团队等。本文所提出的针对BL公司系统集成业务营销方案结论对于行业内其他系 统集成企业优化营销模式及策略具有理论和实用价值。 关键词：BL公司，系统集成业务，营销策略 II Abstract With the development of artificial intelligence, intelligent cloud and 5g technology, the system integration industry has been fully expanded in recent years. It has become an indispensable and potential innovation industry in China's tertiary industry, followed by the establishment and operation of a large number of system integration companies. The competition in the system integration industry has become extremely fierce, and the white hot competition directly leads to a sharp drop in profits. In recent years, the system integration companies, which have become the main business with traditional hardware integration, are facing tremendous pressure of transformation and innovation. The annual decline of industry profit rate also brings infinite pressure to some large integration companies in the industry. Due to the annual increase of management cost and labor cost, large integration companies have a large number of employees and huge labor cost. At the same time, they have all the resources that large companies are facing Disadvantages, such as low efficiency of employees, loose project management and so on. Small and medium-sized system integration companies are also facing many pressures. In the era of great changes in the industry environment, the first problem faced by small and medium-sized integration companies is how to innovate products and services. Due to the financial pressure of small and medium-sized companies, they can not recruit high-end talents, so business innovation becomes particularly difficult, and they can only rely on customer relationship to obtain certain transmission Integrate projects to support the normal operation of the company. In this paper, BL company's system integration business as the main research object. BL company is a group of system integration companies established earlier in Inner Mongolia Autonomous Region. It is a typical small system integration company. Over the years, it has developed relying on relatively stable financial customers. Its business is mainly based on traditional hardware system integration. In recent years, BL company is also facing the pressure of the above industries. In order to better develop and innovate, BL company is in urgent need of a set of science Reasonable marketing strategy as the theoretical basis to drive the company's business III transformation and management problems. This paper uses STP theory, 4P theory of marketing mix and SWOT theory to analyze BL company's marketing environment of system integration business, and finds that BL company has many problems in system integration marketing management, such as product price strategy is not sensitive, distribution channel is not perfect, promotion strategy is missing and so on, and then analyzes BL company's operating data for many years Through analysis and research, the marketing plan of BL company's system integration business is formed. It is suggested that the company should be more clear in the selection of target market, further increase and introduce high-end talents in product research and development, vigorously develop channel customers and increase regional sales teams in distribution channels, etc. The conclusion of this paper is of theoretical and practical value to optimize the marketing mode and strategy of other system integrated enterprises in the industry. Key words: BL company, system integration business, marketing strategy IV 目 录 第一章 绪论 .................................................................................................................. 1 1.1 研究背景与意义 ................................................................................................ 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究意义 .................................................................................................. 2 1.2 研究内容与方法 ................................................................................................ 3 1.2.1 研究内容 .................................................................................................. 3 1.2.2 研究方法 .................................................................................................. 3 1.3 研究的思路 ........................................................................................................ 3 第二章 相关理论阐述 .................................................................................................. 5 2.1 4P理论 ................................................................................................................ 5 2.2 STP理论 ............................................................................................................ 5 2.3 SWOT分析法 ..................................................................................................... 6 第三章 BL公司系统集成业务营销环境分析 ............................................................ 7 3.1 BL公司整体概况 .............................................................................................. 7 3.1.1 公司发展与总体现状 .............................................................................. 7 3.1.2 公司业务组织机构 .................................................................................. 8 3.2 宏观环境分析 .................................................................................................... 9 3.2.1政策环境分析 ........................................................................................... 9 3.2.2经济环境分析 ......................................................................................... 10 3.2.3社会环境分析 ......................................................................................... 10 3.2.4技术环境分析 ......................................................................................... 10 3.3 微观环境分析 ................................................................................................... 11 3.3.1企业内部环境分析 .................................................................................. 11 3.3.2用户分析 ................................................................................................. 12 3.3.3竞争者分析 ..........