从4p营销到整合营销的运用以e公司市场营销运行为例-from 4p marketing to integrated marketing a case study of e companys marketing operation.docxVIP

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从4p营销到整合营销的运用以e公司市场营销运行为例-from 4p marketing to integrated marketing a case study of e companys marketing operation.docx

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从4p营销到整合营销的运用以e公司市场营销运行为例-from 4p marketing to integrated marketing a case study of e companys marketing operation

首都经济贸易大学硕士学位论文从首都经济贸易大学硕士学位论文从 4P 营销到整合营销的运用 IV IV Abstract: Through many years of development, the software market has formed a certain scale, while the software marketing patterns will determine whether an enterprise can gain success at a large degree ultimately. Therefore, on the basis of McCarthy Professors theory of 4P marketing mix、the theory of 4C marketing mix and the theory of IMC. This paper analyzed the feasibility of 4P marketing theory implemented in the domestic software market. First of all, at the first part of the article, the author simply introduced the background of the topics, the purpose, content and significance of the of the research; Then, in the second part of the article, the author introduced the theory of 4P marketing mix、the theory of 4C marketing mix and the theory of IMC; In the third part of the article, the author at first described the characteristics of the software industry, then as E-software company a specific example, the writer analyzed its macro-environment of development through application of PEST. Besides, making the use of the SWOT matrix, the writer analyzed the companys strengths, weaknesses, opportunities and threats; In the fourth part of the article, according to the product、price、place and the Michael Porter diamond Model, the author analyzed the strategies of E-software company; In the fifth part of the article, the author analyzed the strategies of IMC of the E-software company; At last, the author summarized this paper and made some suggestions accordingly. Keywords: Software industry 4P Marketing Mix 4C Marketing Mix IMC PAGE PAGE VI 目录 HYPERLINK \l _bookmark0 1 绪论 1 HYPERLINK \l _bookmark1 1.1 研究背景 1 HYPERLINK \l _bookmark2 1.2 研究目的和意义 2 HYPERLINK \l _bookmark3 1.2.1 研究目的 2 HYPERLINK \l _bookmark4 1.2.2 研究意义 3 HYPERLINK \l _bookmark5 1.3 研究内容和研究方法 3 HYPERLINK \l _bookmark6 1.3.1 研究内容 3 HYPERLINK \l _bookmark7 1.3.2 研究方法 4 HYPERLINK \l _bookmark8 1.4 研究特色 5 HYPERLINK \l _bookmark9 2 理论基础与文