顾客价值导向下G公司三维设计软件营销策略优化研究

【作者】 吴建华；

【导师】 彭建仿；

【作者基本信息】 重庆工商大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 2018年以来,国家电网公司在发展“数字电网”政策的指引下,一直致力于推动输变电工程三维设计,要求新建35k V及以上输变电工程全面开展三维设计,并提交三维数字化设计成果。输变电三维设计是一项复杂的系统工程,主要依靠三维设计软件来实现。经过近五年的工程实践,三维设计在输变电工程设计中应用场景不断扩大,促进了国内输变电工程三维设计软件的市场日益成型。G公司是一家专业从事电力工程设计、电力工程设计软件研发、软件服务与技术转让、电网技术研究设计等相关服务的民营高科技公司。G公司2015年推出的G品牌输电线路工程三维设计软件,是国内最早的几款输电线路工程专业设计软件之一。但至今品牌知名度低,销量十分有限。G公司也尝试过各种促销方法,仍无法扩大用户群体。因此,G公司亟需对营销策略进行优化,方能巩固现有市场,提升产品口碑,扩大市场范围,建立产品竞争力。本文以G公司为研究对象,在对顾客价值理论、软件产品营销策略文献的搜集整理的基础上,首先,通过访谈法对其营销策略存在问题进行摸底,采用4Ps理论框架归纳G公司在营销战略、产品、价格、渠道、促销策略等方面存在的问题。其次,运用PEST等分析工具,对G公司所处的营销环境进行分析,结合SWOT矩阵分析结论,提出其面临的问题及其解决方向。再其次,通过问卷方式摸清用户需求和购买动机。最后,提出顾客价值为导向的G公司营销策略优化建议和保障措施。本文研究旨在从营销本质角度提出以顾客价值导向制定G公司营销策略,从更深层次发掘顾客价值,提升用户满意度,建立稳定的用户关系。本研究对G公司改进目前的营销策略,建立产品竞争力,有重要的参考意义,对其他同类企业也有一定的借鉴意义。更多还原

【Abstract】 Since 2018,under the guidance of the "digital grid" policy,the State Grid has been committed to promoting the three-dimensional design of power transmission and transformation projects,requiring new 35 k V and above power transmission and transformation projects to fully carry out three-dimensional design and submit threedimensional digital design results.The three-dimensional design of power transmission and transformation is a complex system engineering,which mainly depends on the three-dimensional design software.After nearly five years of engineering practice,the application scene of three-dimensional design in power transmission and transformation engineering design has been expanding,which has promoted the market of threedimensional design software for power transmission and Transformation Engineering in China.G is a private high-tech company specializing in power engineering design,power engineering software R & D,software service and technology transfer,grid technology research and design and other related services.The three-dimensional design software of G brand transmission project launched by G in 2015 is one of the earliest professional design software of transmission project in China.But so far,G software unable to built its reputation and sells in limited numbers.G has also tried various promotion methods,but still unable to expand the user group.Therefore,G company urgently needs to optimize its marketing strategy in order to consolidate the existing market,improve product reputation,expand market scope and establish product competitiveness.This paper takes G company as the research object.Based on the collection and sorting of customer value theory and software product marketing strategy literature,firstly,through the interview method,this paper finds out the problems existing in its marketing strategy,and uses the 4Ps theoretical framework to summarize the problems existing in G company’s marketing strategy,product,price,channel,promotion strategy and so on.Secondly,use PEST and other analysis tools to analyze the marketing environment of G,combined with the SWOT matrix analysis conclusion,put forward the problems it faces and the direction to solve.Secondly,find out user needs and purchase motivation through questionnaire.Finally,it puts forward the optimization suggestions and safeguard measures of G company’s marketing strategy guided by customer value.From the perspective of marketing essence,this paper aims to formulate the marketing strategy of G based on customer value orientation,explore customer value from a deeper level,improve user satisfaction and establish a stable user relationship.This study has important reference significance for G company to improve the current marketing strategies and establish the competitive power of software product,and also has certain reference significance for other similar enterprises.更多还原