XX公司市场营销策略研究.pdf

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6、A3Cg1C26g775g836g859g2B58gA34g2FFDgF46g4718g4374g24C0g2C8gECEg156Ag79CgA28g2CB4g1BA4g583g1432gD6Ag310Eg4B9g372Dg8CBg1C4g3g7A3g4B5Eg41FD:g3A55g4B30g3186g2B95g3g7A3g332Bg3A55g4B30g3g3A55g4B30g310EgA38g3gAF1g287Cg31D1g2A36g3g2427gA38gDBBg2450g4683g315C2g4EA5g3 IIABSTRACTThisarticleisbasedonthetheoryfre

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9、gStraegy,MarketingCoeration,RelatioshipMarketing,Bdamnt,Mixedarkting第3页 1.XXg79CgA28g1432gD6Ag3A55g4B30g29E0g28E6g31.1XXg79CgA28g36FCg1C9Fg31B0g4FBg3X公司性质为民营企业，成立于2001年，公司主要面向金融行业客户提供金融系统设备及服务。其中包含银卡发系统、POS、电话银行4/16/2019 XX公司市场营销策略研究 - 百度文库https:/ 3/26理财系统、IC卡读写设备及应用软件系统、现金处理设备、支付系统解决方案等。公司成立初期以向金融行

10、业客户提供设备维护、制卡业务的耗材销售为主，经过若干年的努力经营，实力不断增强并形成了以销售及维护银行卡发设备为主营的销售型公司。代理品牌有意大利LOGIKA、意大利MATIC、意大利CIM、美国DATCRD美国NBS等。2006年，公司获得意大利CIM品牌发卡设备的中国区总代理权，公司的主营业务也转移到围绕金融行业客户为中心进行CIM发卡设备的销售及服务。 1.2Xg79CgA28g3A55g4B30g29E0g28E6g3Xg79CgA28g2D1Eg87Dg2CB4g3A55g4B30g1415g58Cg515g2D24g4B30g46Ag46Bg2C8g4718g836g1432gD6

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34、gA1Ag372Dg464Ag45F7g31B0g985g2CB4g4B30gB5Eg187Bg21E5gF6AgA06g1D39g4C80g2CB4g1432gD6Ag52Dg4ECDg2C8g4609g15F5g12364/16/2019 XX公司市场营销策略研究 - 百度文库https:/ 7/26g866g34D6g79CgA28g2CB4g161Bg464FgA01g1285g1C4g3g2B61g2194gA1Fg3FF1g3A55g4B30g84Bg1BE0g2CB4g47FDg3FB1g1657g2C8Xg79CgA28g15F5g4EABg301Fg1DB1g122Bg227

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36、30FBg47Bg84Dg14A6g22D1g1D39g3FF4g842gFADg79CgA28g2CB4gA01g1285g441Fg34EFgD2Eg1C4g5BBgFB2g2C8Xg79CgA28g45F7g9EBg2CB4g4B30gB5Eg2D1Eg1E37g430g2D24g1C5Fg515g39E7g859g46Ag46Bg3FB1g2D1Eg2CB4g2C8g43Dg2318g47FDg1899gF57g1432gD6Ag52Dg4ECDg2CB4g152Ag41EEg2C8gD10g2194g48Fg22D1g1D39g152Ag30FBg43A7g43E3gF4Fg2CB4

37、g11D2g1867g35D4g583g1C4g4CBFg2D70g4B26g3E7Cg991g2B61g2EF1g1D91g991gA41ICg991g459Cg1992g2CB4g1C26g86Bg860g1D95g2C8g1BA4g45AgA01g991g41EEgF37g1432gD6Ag4D92g464g430g2151gF57g2347g287Cg2CB4g1270g4D92g2C8g3CADg2766CIMgA01g991g41EEgF37gD58gA01g3E7CICg991g1BE9g4D92g1D39g1C3Eg1C6Eg2CB4g548g8EFg2C8g576g985g3

38、4DFg2CB4g5CDg4D90g4D7gAF1g2CB4g18B0g1D5Fg548g8EFg2C8g14A6g22D1g1D39gFB2g4EB4g1D4Fg45Dg2CB4gA06g15C7g11D2g1867g2CB4g4D82g2D80g1C4gD10g363CgA1Ag372Dg464Ag45F7g4D7gAF1g4C7Dg57Eg527g1E6Cg1C3g1A00g5CBg4BAFg1D4Fg77Dg4369g2CB4gB5EgA3Eg1D3Dg8D1g3179g31B0g985g315C6g4EA5g3 g19DAg1BEDg1D95g1A00g5108g381Ag44DBg

39、2CB4g310Eg4B9g8CBg1C4g31.37g1D3Dg8D1g3FF2g1625g43Dg860g57Dg3gD58g1583g87Dg2CB4g1432gD6Ag3A55g4B30g45Dg2C8g4D7gAF1gA3Cg4358g946g2CB4g43BBg8EFg43BAg1D95g43BAg1C3Eg1C6Eg2C8g363Cg1D3Dg8D1g849g1840g46Ag310Eg4B9g531g44Ag4C24g122Bg18AEg141Eg1532g946g3A55g4B30g2CB4g430g45Ag1D39g1B78g187Bg21E5g1C4gA3Cg1E67g2

40、C8gFB2g4FAg2CB4g11D2g1867g48Fg18BAg4D7gAF1g2CB4g1D3Dg8D1g2D3Bg68Ag435Dg4A0g2CB4g1D30g47FDg3FB1g2CB4gD10g3350g47Bg430g2C8g4609gD58g1415g44AgAF1g2CB4g3A55g4B30g45Dg1254g7A6g1C3Eg1C6Eg1C4Xg79CgA28g1C5Fg4D90g46Ag11D2g1867g1A00g5CBg1D3Dg8D1g43A7g11E6g2C8g2766g363Cg43Eg4304/16/2019 XX公司市场营销策略研究 - 百度文库http

41、s:/ 8/26g4CBg548g2FF0g79CgA28g2D28g2204g2C8Xg79CgA28g1870g68Ag2CB4g4608g460Cg460Cg43DgF4Fg1C4g32.g1432gD6Ag3A55g4B30g1848g2B95g4639g1919g32.1SWOTg3A55g4B30g1848g2B95g34F4gA38g836g1DC0g3g1E69g199Eg43Ag4620g1229g4BEg79CgA28gF46g4718g29DFgEB3g45Dg2CB4g1D6Ag54AgABCg1031g36F1g2C8g79CgA28g381Ag44DBg1870g1

42、915g1D39g2CB4g310Eg4B9g548g8EFgABCg1188gD58g2CB4g310Eg4B9g8D3g8EFg2CB4g836g1DC0g2C8gA1Fg515g15C7g82AXg79CgA28g3A55g4B30g1848g2B95SWOTg34F4gA38g836g1DC0gFB2g43Bg2D6g3(1)SOg2C4g548g8EFg1D6Ag54Ag2C5g1848g2B95g3g4609g1C5Fg5CDg4D90g531g44Ag7B5g4718g548g8EFgABCg859g2B58gF46g4718g29DFgEB3g1D6Ag54Ag363Cg41E

43、Eg41D1g2CB4g430g2FFDgECEg4BAFgDBBg1848g2B95g1C4g1229g4BEXg79CgA28g363Cg4030g2C8g1261g1C5Fg3FB1g64Fg8D9CIMg4D7gAF1g2CB4g310Eg4B9g548g8EFgABCg1422g1D39g2CB4g389FgFADg2CB4g11D2g1867gE2Ag2E70g2C8g775g836g859g2B58gFADg4B26g3E7Cg991g2B61g2EF1g1D91g991gA41ICg991g459Cg1992g2CB4g389FgFADg1D6Ag54Ag2C8g11CEg29

44、E0g79CgA28g44Ag8D1g2CB4g4358g2CB4g4F0Eg43F3g1C4gD58g2194g2FFDg1848g2B95g43Bg2C8g79CgA28g14C4g68AgFADg515g43Bg1BE9g4D92g2CB4g1415g58Cg2D6g8D0gF57g1432gD6Ag18C5g795g8CBg14D6g43Dg1BDDg1530g1903g1BE0g11D2g1867g3(2)STg2C4g548g8EFg1031g36F1g2C5g1848g2B95g3g4609g1C5Fg531g44Ag7B5g4718g2CB4g548g8EFg363Cg46AF

45、g1530gF46g4718g29DFgEB3g3509g531g44Ag1456g5CDg4D90g1D95g2CB4g1031g36F1g2CB4gF4Ag2FFDg34FFg3A55gDBBg1848g2B95g1C4gD58g2194g1848g2B95g43Bg2C8Xg79CgA28g14C4g4215g60Dg1931g14A6g775g836g859g2B58g1422g1D39g2CB4g4D7gAF1g548g8EFgABCg11D2g1867gE2Ag2E70g2C8g2421g14D6g1946g19C8g11D2g1867g4374g24C0g2C8gA3Cg1C26

46、g3633g3C81g1903g1285g430g4CBg310Eg4B9g43Dg25F0g26F8g2CB4g96AgE0Fg460Bg3E7Cg1432gD6Ag1530g1903g1C4gA1Fg515g11CEg1BEDg515g43Bg19DAg3g1BEDg2D6gA1Fg515g460Bg3E7CgF4Ag2FFDg34FFg3A55g4632g14D6g1903g1285g45E9g460CgD60g96Ag1432gD6Ag9FAgD60g1BE9g1657gB76g44Ag4B26g3E7Cg11D2g1867g1C4g3(3)WOg2C4g8D3g8EFg1D6Ag54

47、Ag2C5g1848g2B95g3g4609g1C5Fg859g2B58gF46g4718g29DFgEB3g1D6Ag54Ag2C8g77Bg1D3Dg531g44Ag7B5g4718g8D3g8EFg2CB4g189Dg459CgDBBg1848g2B95g1C4gD58g2194g2FFDg1848g2B95g43Bg2C8Xg79CgA28g14C4g4215g775g836g859g2B58g2D1Eg87Dg2CB4gA01g991g41EEgF37g1432gD6Ag4D30g2272g45F5g294BgECEg4BAFg2CB4g1D6Ag54Ag2C8g8DAg8CBg77

48、Bg1D3Dg381Ag44DBg2CB4g43Dg43E3g2C8g11CEg29E0g44Ag8D1g2CB4g189Dg459Cg1C4g152Ag41DEgA1Fg47F7gA06g515g43Bg19DAg1BEDg2D6g3g152Ag30FBg443g44Ag2CB4g3A55g4B30gD12g4C4Fg859g2B58g1D6Ag54Ag2C8g11BCgBB4g43Dg43E3g1C4g3(4)WTg2C4g8D3g8EFg1031g36F1g2C5g1848g2B95g3g4609g1C5Fg46Ag7FFg1241g531g44Ag7B5g4718g8D3g8EFg36

49、3Cg9F8gD0Eg46AFgF46g4718g29DFgEB3g1229g531g44Ag2CB4g1031g36F1g363Cg41EEg41D1g2CB4g430g2FFDg4C62g15D1gDBBg1848g2B95g1C4gD58g2194g2FFDg1848g2B95g43Bg2C8Xg79CgA28g14C44/16/2019 XX公司市场营销策略研究 - 百度文库https:/ 9/26g4215g189Cg4BAFg46AFg2E1Dg2C8g46AFg1530g43Eg1D39g8CBg2CB4g315C7g4EA5g3 g310Eg4B9g1229g187Bg2CB4

50、g25F0g26F8g310Eg4B9g2C8g122Bg2272gA34g2FFDgF46g4718g1B5Fg1931g2C8g60Dg4CCCg79CgA28g44Ag8D1g2CB4g3063g11CAgA01g1285g1C4gA1Fg47F7gA06g515g43Bg19DAg1BEDg2D6g60Dg4CCCg29E0g1D39g2CB4g11D2g1867g4374g24C0g122Bg2272gF4Ag1BE9g57Dg2CB4g1B5Fg1931gA38g58Cg1C42.g3A55g4B30g1848g2B95g2CB4g4639g1919g3g3CADg2766g87D