美國國家儀器公司的產(chǎn)品推廣策略研究

15600字

摘要 隨著現(xiàn)代網(wǎng)絡(luò)技術(shù)的不斷發(fā)展，產(chǎn)生了大量的IT信息產(chǎn)品。一直以來，IT產(chǎn)品崇尚技術(shù)領(lǐng)先，但是隨著市場競爭的愈演愈烈，很多IT企業(yè)也漸漸意識到營銷對企業(yè)的重大意義。美國國家儀器公司作為測試、控制、設(shè)計領(lǐng)域的專家，在歐美一些制造業(yè)非常發(fā)達的國家有著非常大的影響力，自進入中國市場以來，盡管它發(fā)展的非?？焖?，但是在中國的知名度還不是很高。本論文主要針對美國國家儀器公司的產(chǎn)品推廣策略進行分析研究，找出其中存在的主要問題，針對這些問題提出切實可行的措施，提高該公司及其產(chǎn)品在目標(biāo)市場上的知名度。本篇論文主要分為以下幾個部分，第一部分主要是論文的背景，目的、意義和主要研究方法；第二部分是本篇論文中運用到的相關(guān)理論知識；第三部分是對美國國家儀器公司的發(fā)展現(xiàn)狀做一個分析；第四部分是對該公司的產(chǎn)品推廣策略進行研究，提出相應(yīng)的措施，最后進行總結(jié)。

關(guān)鍵詞 產(chǎn)品推廣 市場推廣 NI中國


The Product Promotion Strategy of National Instruments

Abstract With the continuous development of modern network technology.It has generated a lot of IT Products. All this time, IT products are pursuit of technological leadership. But with the increasingly fierce market competition. Many IT companies have come to realize the significance of corporate marketing. National Instruments as a expert in the field of test, control and design. In some European and American countries which industry is very advanced, it has a very big influence. However, since entering the Chinese market. Although it has developed very fast, its awareness is not very high in China. This thesis is analysing on the National Instruments's product promotion strategy ,to find out the main problems. With regard to these problems , to Propose practical measures. And improve the visibility of the company and its products in the target market.This thesis is divided into the following sections. The first part is the background, purpose, meaning and the main research methods.The second part is the relevant theoretical knowledge which is the thesis applied to. The third part is to do an analysis on the current development of the development of the National Instruments . The fourth part is to study the company's product marketing strategy and propose appropriate measures. Last is a Conclusion.

Keywords Product Promotion Marketing NI China

目錄
第一章 緒論 1
1.1 論文研究的背景 1
1.2 論文研究的目的和意義 1
1.3 論文的研究思路和方法 2
第二章 理論綜述 4
2.1 推廣以及產(chǎn)品推廣的含義 4
2.2 產(chǎn)品推廣的實質(zhì)及作用 5
2.3 關(guān)于SWOT分析的理論 6
第三章 美國國家儀器中國公司發(fā)展現(xiàn)狀分析 8
3.1 美國國家儀器公司概況 8
3.2 NI中國公司簡介 11
3.3 NI中國公司主要競爭對手分析 12
3.4 NI中國公司SWOT分析 14
3.5 NI中國公司產(chǎn)品推廣現(xiàn)狀分析 17
第四章 美國國家儀器中國公司產(chǎn)品推廣策略分析 24
4.1 線下校園推廣會 24
4.2 NI中國的網(wǎng)絡(luò)營銷 26
總結(jié) 28
致謝 29
參考文獻 30
附錄 31