中國證券應用軟體產業行銷策略之研究-以恒生電子為例

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题名:	中國證券應用軟體產業行銷策略之研究-以恒生電子為例
作者:	李明憲;Lee,Ming-hsien
贡献者:	管理學院高階主管企管碩士班
关键词:	中國大陸;行銷策略;證券軟體應用;China;Marketing strategy;The securities software applications
日期:	2009-04-08
上传时间:	2014-05-08 15:34:00 (UTC+8)
出版者:	國立中央大學
摘要:	本研究以中國大陸在證券應用軟體產業為範圍，著重研究探討其行銷策略，並以一家在中國大陸市場較成功的個案公司作為行銷策略研究對象，分析其成功關鍵因素。經相關文獻探討，建構本研究之研究架構，探討4P’s行銷策略及其配合之類型對經營績效之影響。在實證研究方面，針對中國大陸較有指標的個案公司實證研究，所獲得之重要結論。在中國大陸證券軟體應用市場應以產品線的廣度及特色，目標市場的區隔與選擇，針對不同之目標市場強調品牌，並以不同之品牌分佈擴充廣度，滿足不同目標市場之需求。本研究擬應用“SWOT及行銷策略分析法”等分析方法，希望透過相關文獻理論資料的收集與分析，希望達成以下研究目的： 1．分析中國證券應用軟體公司的行銷策略的差異。 2．分析產品事業的定位、品牌策略的發展、客戶服務的重點、新產品功能的發展走向等因素，探討個案公司如何能夠在競爭激烈的市場獲得自身利基點。 3．根據本研究結果提出中國證券應用軟體產業的行銷策略的見解與建議，並提供給產官學界參考。本研究結論認為中國大陸證券應用軟體產業行銷策略所應注意的重點為： 1.抓住用戶核心系統定位。 2.企業品牌經營策略。 3.完整行業產品線組合優勢。 ;In this study, the scope of application software of the securities industry in China, were focusing on study of its marketing strategy, and marketing strategy case study analysis for a more successful market in China as a of key factors to its success. By the relevant literature to explore, and build the research framework of this study was to explore the 4P’s marketing strategy and its tie in with the type of impact on business performance. In the empirical research, aimed at targets in mainland China than there is empirical studies of cases in the company, the important conclusions obtained. The securities market software applications in China should be based on product line breadth and the characteristics of target market segmentation and selection, for different target markets emphasize the brand and different brands to expand the breadth of distribution to meet the needs of different target markets. In this study, to be applied "SWOT analysis and marketing strategy" and other analytical methods, hope that, through the relevant theoretical literature data collection and analysis, to achieve the following research purposes: 1. Analysis of the China Securities application software company's marketing strategy differences. 2. Analysis of product positioning, brand strategy development, customer service focus, new product development function to such factors as how the company can explore the cases at competitive market to obtain their own niche points. 3. According to the results of this study, China Securities Application software industry marketing strategy insights and recommendations, and made available to industry, government and academic reference. The conclusions of this study showed that, the securities application software industry marketing strategy in China that should be the focus of attention are: 1. Seize the core system of the user positioning. 2. The management strategy of corporate brand. 3. A complete product line portfolio of industry advantages.
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