EMBA学位论文作者：陈慧玲
直真公司音视频会议业务市场营销策略优化研究
直真公司音视频会议业务市场营销策略优化研究
中文摘要
通信的文明程度是一个时代发展的重要标志，音视频会议是通信行业中一
个比较细分的领域。会议是人类社会发展生活中一种重要的社会活动方式，人
们之间的相互沟通，问题的讨论协调解决，都经常要采用"会议"这种形式。音
视频会议系统，提供音频+视频相结合的远程会议，系统是通过网络通信技术来
实现的虚拟会议。经历过非典时期对电话会议的普及拉动。新冠疫情的爆发，
使得个人远程协作沟通解决工作问题的需求凸显迫切，促进了音视频会议行业
跳跃式发展，我国音视频业务的市场竞争呈现出百家争鸣、百花齐放的格局。
随着市场竞争的加剧，直真公司音视频会议业务面临巨大的竞争压力，现有营
销策略的实施效果已不能满足公司战略发展的要求，优化企业营销组合策略的
需求已经迫在眉睫。
本文的研究对象为直真公司音视频会议业务的营销组合策略。首先，论文
对研究的背景与意义进行阐述；其次，论文对研究主题相关的理论基础及其文
献进行了归纳与总结；接着，论文对直真公司音视频业务的营销现状进行了描
述，并对直真公司音视频业务的营销策略进行了诊断分析，指出了企业营销组
合策略所存在的问题；然后，论文对企业所处的营销环境进行了全面分析，主
要运用了 SWOT、波特五力模型等理论工具，指出了企业营销发展的机遇与威
胁；之后，论文以 7Ps营销组合策略理论为依据，并在前面章节的诊断分析基
础之上优化制定了企业的营销组合策略；最后，为保证营销策略的实施，论文
研究提出了在音视频会议业务营销策略的实施过程中从组织架构、人力资源、
营销资源、激励制度提出了具体实施措施和计划，同时针对策略实施中面对的
营销控制拟定了相关辅助控制。
综上，论文的研究成果具有一定的现实意义与实践指导价值，能够为直真
公司音视频业务的未来发展提供有效的指导，改进企业整体的营销绩效，促进
企业营销目标的达成。同时，本文的研究成果相信也能为同行业企业的营销实
践提供一定程度的参考借鉴价值。
关键字：直真公司，音视频会议，市场营销策略
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EMBA学位论文作者：陈慧玲
直真公司音视频会议业务市场营销策略优化研究
MARKETING STRATEGY OPTIMIZATION OF AUDIO
AND VIDEO CONFERENCE BUSINESS OF ZHIZHEN
Co., LTD.
Abstract
The civilization degree ofcommunication is an important symbol ofthe
development of an era. Audio and video conference is a relatively subdivided field in
the communication industry. Meeting is an important way of social activities in the
development and life of human society. People often use the form of "meeting" to
communicate with each other and discuss and solve problems. Audio and video
conference system provides remote conference combining audio and video. The
system is a virtual conference realized through network communication technology.
The popularity of teleconference driven by SARS. The contention of a hundred
schools of thought and the need for personal collaborative work to solve problems is
highlightedby theoutbreak ofCOVID-19.This haspromotedthe leaping
development of the audio and video conferencing industry. The market competition of
China's audio and video business presents a pattern of a hundred schools of thought
competing and a hundred flowers blooming. With the intensification of market
competition, the audio and video conference business of Zhizhen company is facing
great competitive pressure. The implementation effect of the existing marketing
strategy can not meet the requirements of the company's strategic development. The
need to optimize the enterprise marketing mix strategy is imminent.
The research object of this thesis is the marketing mix strategy of audio and
video conference business of Zhizhen company. Firstly, the thesis expounds the
background and significance of the research; Secondly, the thesis summarizes the
theoretical basis and literature related to the research topic; Then, the thesis describes
the current marketing situation of audio and video business of Zhizhen company,
diagnoses and analyzes the marketing strategy of audio and video business of Zhizhen
company, andpointsout theproblems existingin theenterprise marketing
combination strategy; Then, the thesis makes a comprehensiveanalysis of the
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EMBA学位论文作者：陈慧玲
直真公司音视频会议业务市场营销策略优化研究
marketing environment of the enterprise, mainly using the theoretical tools such as
SWOT and Porter's five forces model, and points out the opportunities and threats of
the development of enterprise marketing; Then, based on the theory of 7Ps marketing
mix strategy and the diagnosis and analysis of the previous chapters, the thesis
optimizes and formulates the enterprise's marketing mix strategy; Finally, in order to
ensure the implementation of the marketing strategy, the paper studies and puts
forward the specific implementation measures and plans from the organizational
structure, humanresources, marketingresources andincentive system inthe
implementation process of the audio andvideo conference business marketing
strategy, and formulates relevant auxiliary controls for the marketing control faced in
the implementation of the strategy.
In conclusion,theresearch resultsof thisthesis havecertain practical
significance and practical guiding value, which can provide effective guidance for the
future development of audio and video business of Zhizhen company, improve the
overall marketing performance of the enterprise and promote the achievement of
enterprise marketing objectives. At the same time, the research results of this thesis
can also provide a certain degree of reference value for the marketing practice of
enterprises in the same industry.
Keywords: Zhizhen, audio and video conference, marketing strategy
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