【作者】 王睿；

【导师】 夏恩君；

【作者基本信息】 北京理工大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 Y公司(北京易安睿龙科技有限公司)隶属于企业级移动安全行业,该行业是新兴行业,聚焦在该行业的公司绝大多数是科技型初创公司。在充满机会和风险的新兴行业里创业,既要适应剧烈变化的市场和技术环境,还要紧跟国家政策的变动,新兴行业内相关标准并不健全,导致企业产品技术路线各不相同,每一家都在争取技术标准话语权。以上种种让此行业内的初创公司无所适从,蒙眼狂奔,因此就更需要系统的市场营销策略设计,另外,在这个面向企业用户的行业市场里,由于用户的绝对市场话语权导致企业的形象包装市场营销策略尤其重要。本文使用波特行业五力分析,对移动应用安全行业市场环境进行了系统的分析,利用SWOT方法,为Y公司找准了定位,同时结合作者自己的创业(Y公司)实际经验,为Y公司制定了组织战略,在此基础上详细设计了切实可行的市场营销策略,并制定具体的用以保障市场营销策略实现的执行举措和控制办法。本文的主要内容是对企业级移动安全行业的多角度分析,和对Y公司这样的小微初创公司的全方位解构,像Y公司这样的初创企业的目标市场需在市场调查的基础上,结合政策及技术发展现状谨慎选择,而不能跟随行业内主流企业的导向。通过产品策略设计,避免同大企业的直接竞争,力求同主流产品进行方案互补,在营销工具的选择上,以新媒体等新型传播工具为主,营销过程中围绕创新和产品技术特点塑造品牌形象。希望本文能为同在该行业发展的其它初创公司和进入其它类似新兴行业的初创公司提供借鉴意义。更多还原

【Abstract】 Beijing Yi An Ruilong Technology Co.,Ltd operates in the enterprise mobile security industry,which is an emerging industry.The majority companies mainly play in this industry that are technology-based start-ups.It seems that there are many opportunities in the emerging industry.If entrepreneurs start a business in the emerging industry,it is a must for them to adapt to the drastically changing market and technological environment,and to keep up with changes in national policies.The underlining standards in emerging industries are not well established,which results in that different company have different product technology routes,and each one competes to make their criterion as the field standard and protocols.As stated above,it is very challenge for the start-up companies in this industry and majority of them are doing business in the dark.Therefore,the systematic marketing strategy design is required.In addition,in this face to enterprice customer industry market,the buyers have absolute bargaining power,so the marketing strategy of a company is particularly important.The paper is supervised by my mentor,using Porter industry analysis,the systematic study of the market environment regarding the mobile application security industry,the SWOT method help to identify the position for the company.Meanwhile,the paper is also based on the author’s own practical experience about the company(Beijing Yi An Rui Long Technology Co.,Ltd.,the founder).In order to create the strategy for the company,the author have designed a practical marketing strategy in detail.And to formulate specific measures and strategies to ensure the execution of the marketing strategies.The innovation of the paper is that the author try to analysis of the enterprise mobile security industry in the multiple dimensions as well the study of the small and micro start-up companies in the same industry as the mentioned company,Yi An Ruilong.There is hope that the research could provide some knowledge and experience for other start-ups in the same emerging industries.更多还原