沈阳市友邦软件有限公司网络营销策略研究

摘要在国际市场竞争中，企业若要生存与发展，就需要积极参加世界国际竞争，以赢得市场地位，而最深层的竞争就是企业经营的管理方法与工具。而EP则是目前国际上企业普遍采用的一个行之有效的管理手段。作为在辽宁省区域的主要经销商，沈阳市友邦软件有限公司。公司主要负责并承担着整个中国辽宁省ERP行业的发展与管理任务。在激烈的市场竞争，特别是现代买方市场，产品销售管理几乎成为了公司的全部工作内容与职责。沈阳友邦软件有限公司应当积极探索市场网络营销战略，期待在竞争激烈的市场中取得更大的成功，并以此为指导，持续提升企业的竞争力。本论文以沈阳友邦软件有限公司作为案例，通过对其运作情况的分析，发现了该公司当前在网络营销策略中所存在的问题，即产品策略不够灵活：产品促销渠道太单一：定价策略不具竞争性：在此基础上，运用了文献分析、个案分析等方法，对企业发展中存在的问题进行了探讨。针对沈阳友邦软件有限公司目前的网络营销策略，对其进行了优化，并对其进行了详细的分析。采用灵活多变的产品组合策略：多渠道为客户提供便利：采用灵活多变的价格体系：提高网络促销力度。本文提出的沈阳友邦软件有限公司的网络营销策略，除了期望能对企业发展有所帮助，同时也对其他同类软件公司的销售提供了新的启发与思考。关键词：网络营销：策略种类：软件：价格AbstractIn the global market competition,in order for enterprises to survive and develop,they must actively participate in global competition and win the competition,and thedeep-seated aspects of competition are the concepts and tools of enterprisemanagement.ERP is a widely used and effective management method in the world.Asa distributor in Liaoning region,Shenyang Friends Software Co.Ltd is responsible forthe development and maintenance of the entire ERP market in Liaoning Province.Inthe face of fierce market competition,especially in the modern market buyer market,marketing is almost the whole task and responsibility of enterprises.This article uses Shenyang Youbang Software Co.,Ltd.as an example and,usingthe current business environment,pinpoints issues with the company's marketingstrategy,including a lack of knowledge of product marketing services and a lack offlexibility in product strategies;outlets for only one product's promotion;a lack ofincentives in price tactics;issues including obsolete promoting tactics and alonechannels of communication.Then,the issues hindering the company's developmentare studied through literature review and case study methods.Based on the currentsituation of the company's marketing strategy,measures and methods for optimizingthe marketing strategy of Shenyang Youyou Software Co.,Ltd.have beenproposed.Ltd are put forward to improve the standardization of the marketing serviceprocess.Improve the existing functional system of the product;Multi-channel tofacilitate clients;Adopting a flexible pricing system;Boost online sales.Themarketing strategy of Shenyang AIA Software Co.Ltd is put forward in this paper,which will be helpful to the company and bring new inspiration and ideas to themarketing work of other similar software enterprises.Key words:Network marketing;strategy type;software;price目录摘要.…Abstract....2引言..4第一章理论综述51.1网络营销策略的定义......51.2网络营销策略的种类..…5第二章沈阳市友邦软件有限公司网络营销现状72.1沈阳市友邦软件有限公司简介....·>2.2沈阳市友邦软件有限公司网络营销策略现状....8第三章沈阳市友邦软件有限公司网络营销策略存在的问题...…93.1产品策略不够灵活...93.2价格策略缺乏竞争力......93.3产品推广渠道单一…103.4网络促销力度不足.......11第四章沈阳市友邦软件有限公司网络营销策略解决对策....·1241采用灵活多变的产品组合策略.......................124.2采用灵活多变的价格………·124.3多渠道为客户提供便利..134.4提高网络促销力度..14结论……16参考文献...…17致谢.18