导　　师： 彭说龙

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 营销模式对一个企业至关重要,除了直接影响到企业经营效益之外,还涉及企业组织架构设计以及企业长期的竞争力。进入知识经济时代以来,许多原有的营销模式理论已经不能完全解释经济领域内一些已经发生和正在发生的经济活动,更不能帮助企业预测未来,帮助企业摆脱恶性竞争,寻求持久性、获利性的增长。营销模式创新以营销观念变革为条件,树立以人为本,注重社会、企业、消费者三者利益的理念。企业将自己和客户作为利益的共同体,通过高效有序的管理方法和先进的信息技术,识别、吸引、获得、留住和发展有价值的客户,与其保持终身的互动关系,了解并有计划地满足其需求,最终实现企业与客户双赢。 广州北斗大三通导航科技有限公司作为一个朝阳产业的后进者,作为一家具有高科技背景的企业,如何根据现代营销理论,结合自身产品属性及客户特征,进行营销模式创新,已经成为公司迅速成长的关键因素。 基于这种认识,本文对广州北斗大三通导航科技有限公司营销模式进行了深入探讨。首先介绍研究背景、意义、思路和相关理论回顾,通过对营销模式定义、发展和创新的阐述,从理论上对营销模式有一个整体的认识和把握;其次概述广州北斗大三通导航科技有限公司的成长历程、产品和服务,明确公司的发展基础;然后分析中国GPS导航市场,运用PEST进行宏观环境分析;接着通过市场竞争分析,明确公司的优劣势;最后通过对公司现有营销模式进行分析,得出公司营销模式创新的重要途径——基于增值的服务。 本文通过对广州北斗大三通导航科技有限公司案例的研究,将营销创新这一营销学的新观点进行了概括和丰富,从中得出营销模式创新的途径和方法,进一步丰富和充实了营销模式创新这一新的营销观点,在理论上为我国企业提供实施营销模式创新的理论与分析工具。从广州北斗大三通导航科技有限公司快速的成长历程中,通过研究其产品应用与服务,还可以得出许多有价值的启示,给我国众多苦苦竞争的企业提供摆脱恶性竞争而获得持久性增长的新思维、新方法。 Marketing mode is an essential factor for an enterprise, not only impacting directly on business profits, but also affecting an enterprise organization structure design and the long term competitiveness of enterprises. As we are entering an era of Knowledge Based Economy, many existing marketing mode theories can’t fully explain all the phenomena taking place in the economic filed, nor can they help the enterprises predict the future, avoid head on competition, and quest long lasting growth of profit. Innovative marketing is base on the condition of marketing transformation, Fostering a people oriented concept, Emphasis on the interest of social, business and consumers. Enterprise takes themselves and its clients as a benefit community, identifies, attracts, acquires, retains and develops valuable customers through the efficient and orderly management methods and advanced information technology, maintains life long interaction, understands and meets their needs in a planned way, finally gets a win win business with customers. In this paper, the main topic is the development of marketing mode by Guangzhou Big Dipper Da San Tong GPS navigation technology Co., Ltd. First of all, the background, impact, ideas and related theory review, there is an overall understanding in marketing mode through expounding the definition, development and innovation of marketing mode. Then, the way of growth and development of Da San Tong is briefed, clearing the company's core competitiveness by competitive analysis. Next, the author analyzes China GPS navigation market, use PEST to explore macro environment. Last, author analyzes the company's existing marketing mode, receives an effective way value added service. As a sunrise industry, a company with a high tech industry, Guangzhou Da San Tong GPS how to innovate marketing mode with current marketing mode, product attributes and customer characteristics, has became a constraint factor of company's rapid growth. Through this case study, the new ideas of marketing mode are further summarized and enriched; the ways to devise mode are introduced; theories and tools to analyze it are provided. Through studying the growth course of Da San Tong, we can get many inspirations from product application and service. Many enterprises struggling in the GPS marketing may get some new ideas to shun vicious competition and maintain continuing growth.

关 键 词： 营销模式 创新 导航 增值服务

分 类 号： [F274 F426.6]

领　　域： [经济管理] [经济管理] [经济管理]