ESTC公司中国市场创新营销策略研究

学位论文开题报告登记表Thesis/Dissertation Proposal Form学号 Student ID姓名 Name学生类别 Degree Program专业型硕士生 Professional Master Student学习形式 Study Mode非全日制 Part-time导师 Supervisor(s)论文题目 Thesis titleESTC公司中国市场创新营销策略研究Research on the innovative marketing strategy of ESTC in China学院 School专业 Major工商管理 Business Administration开题日期 Date2020年11月23日November 23, 202开题地点 Venue上海Shanghai目录 摘要中国电子认证行业经过近20年的发展,目前处于一个重要的转型时期。传统数字证书市场已经基本饱和,全国33家电子认证公司产品同质化严重,缺乏创新,各地市场保护主义严重,导致电子认证市场虽然竞争激烈程度一般,但各电子认证公司经营状况、销售收入都一般,甚至部分电子认证公司经营困难,缺失产品研发动力和资金。在市场饱和、产品同质化严重的背景下,能否制定出适应市场发展变化的营销策略,能否在运营模式、产品上创新,决定了能否在市场上取得更多的市场占有率。作为国内领先的电子认证公司之一的ESTC科技公司将在发展过程中如何进行各项创新,如何通过科学、系统的分析,制定出比较完善的市场营销策略,提高市场竞争力方面是个值得探索的问题本论文研究的是ESTC科技公司的市场营销策略。本文运用了市场营销和战略管理核心理论,结合整个电子认证行业市场现状、未来发展趋势以及ESTC科技公司当前情况,分析了ESTC科技公司所处的市场环境、行业地位、市场营销现状等。运用PEST模型分析得出了公司所处的宏观市场环境:运用波特五力模型分析出公司所处的行业环境及竞争力水平;运用Sw0T分析得出了&X科技公司的优势和劣势,以及所处环境的机遇和威胁;运用STP营销理论对ESTC科技公司进行市场定位,并对目标市场选择以及产品定位进行分析,提出了ESTC科技公司的由产品策略、价格策略、渠道策略、促销策略构成的组合型营销策略。同时,本论文提出了为保障该营销策略组合能够顺利实施所需的保障措施通过对ESTC科技公司营销策略的研究,作者进一步深刻认识到ESTC科技公司目前所具备的资源、能力和面临的机遇和挑战,作者也希望通过本论文明确ESTC科技公司的战略目标和未来的发展方向,不断提高企业在市场中的核心竞争力,也希望为其他电子认证企业的营销和决策提供有益的帮助关键词:ESTC科技公司、电子认证、营销策略ABSTRACTAfter nearly 20 years of development, the industry of electronic certification of China is in an important transitional period at present. The traditional electronic certification market has been basically saturated, while 33 electronic certification companies throughout the whole country are severely homogenized in products, and lack innovation, and the market protectionism in all places is rather serious, resulting in that although the market of electronic certification is in average degree of competition, all electronic certification are moderate in the state of operation and business income, and some lectronic certification companies are even in operation difficulties and lack f the motive power and capital in product research and development. Under the background of market saturation and severe product homogenization, whether the companies can formulate marketing strategies adaptable to the change of market development and whether they can make innovations in business pattern and products determine whether they can gain more market occupation in the market. As one of the leading domestic electronic certification companies, how will o&X Technology Company make innovations in the process of development and draw up perfect marketing strategies through scientific and systematic analysis to improve its market competitiveness is an issue worth exploring. This paper studies the marketing strategy of ESTC Technology Company. By applying the core theory of marketing and strategic management, and combing with the current market status of the entire electronic certification market, future deve lopment trend and the current situation of ESTC Technology Company this paper analyzes the market environment where ESTC Technology Company is in, its industrial status and current marketing status. The macro market environmenthere the company is in is analyzed with PEST model: the level of the companycompetitiveness is analyzed by using Michael Porters Five Forces Model: ESTCTechnology Company s advantages and disadvantages, and the opportunities and threats in the environment it is in are analyzed with SwOT analysis: by applying STP marketing theory to position the market of ESTC Technology Company, and analyzing the selection of target market and product positioning, this paper proposes the combined marketing strategy of ESTC Technology Company constituted by product strategy, price strategy, channel strategy and promotion strategy In the meantime, this paper also raises the safeguard measures needed in ensuring the successful implementation of this marketing strategy combination. By studying the marketing strategies of ESTC Technology Company, the author further finds out the resource, and ability the company currently has and opportunities and challenges it currently faces profoundly. The author also hopes to make clear of the strategic target and future development direction f ESTC Technology Company through this paper to constantly improve thecore competitiveness in the market, and also hopes to benefit the marketing and decision-making of other electronic certification enterprises.Key Words: ESTC Technology Company, electronic certification, marketing strategy第 1 章 绪论1.1 选题背景改革开放以来，前期得益于国外先进技术的引进和后期得益于我国经济强劲增长的大环境多项拉动内需政策的有力支持，我国科技产业实现了快速、稳步的增长，在全球的地位持续提升。目前，我国科技研发生产规模已居世界首位，是具有较强国际竞争力的产业之一。 与之相对应的则是电子科技行业竞争的日益激烈、行业民族品牌的崛起（其利用其对市场的熟悉以及民族品牌的号召力迅速占据了绝大多数的市场份额）。而早期风光无限好的外资电子科技品牌由于各种各样的原因多数逐渐被市场边缘化，市场份额不断降低，市场知名度也日渐退步。 此外，电子商务的发展以及社会化媒体的兴起，也给电子科技行业的市场营销环境带来了巨大的变化。而社会化媒体的发展与兴起，一方面增大了消费者的主动权和消费者口碑的力量，对企业的营销策略提出了新的挑战；另一方面也为企业营销传播提供了新的空间和可能性。企业需要适应并积极应对这一新的营销环境，利用电子商务和社会化媒体为企业营销打开新的天地。 我国社会经济的高速发展以及社会化媒体、电子商务的迅速崛起，消费者的生活方式、消费心理、消费观念、消费行为等都发生了巨大的变化，反映在对产品品质、服务体验、购买渠道选择、产品服务信息获取等多方面不同于过往的时代，促进了企业营销在信息传播、销售渠道、客户关系管理、产品服