【作者】 史磊；

【导师】 王天春；

【作者基本信息】 东北财经大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 随着互联网技术的发展,云服务的应用越来越广泛,互联网产业也逐渐步入了以云为基础的物联网时代。物联网是继移动支付和互联网之后,将会改变人类的生活。根据工信部《十三五物联网发展规划》,“大力推进新技术、新业态的广泛运用,把新动能培育到新的发展阶段”。中国物联网的发展已由初步构想阶段向各个领域迈进,有些技术与应用已接近或超越世界。伴随着新一轮工业革命的来临,新兴的信息技术如物联网也突显了它的强大力量,为智慧城市、金融、能源提供了有力的支持。创新发展,包括医药工业,随着全球技术变革和产业转型的不断深化,全球经济和社会经济结构也随之发生了深刻的变革。继计算机、通讯、网络等信息技术革命之后,出现了信息时代的第三次浪潮。随着物联网产品的广泛应用和巨大的发展潜力,互联网企业在技术合作的同时,也在不断地利用自身的市场优势来拓展其业务范围。移动企业作为互联网产业的巨人,正在物联网产业中寻求发展的机会。在面临新的市场机会和新的竞争环境下,作为行业领先企业的移动企业必须进行营销战略的研究。本论文以A城市移动公司为例,从公司的发展、组织结构、业务板块等方面进行分析,A市移动公司的外部环境和内部环境(资源和经营能力),分析了 A市移动的环境和竞争的劣势。然后运用PEST与SWOT相结合的方法,对A市移动公司的物联网市场进行了深入的研究,运用7PS服务营销组合理论,对A市移动公司的物联网业务进行了市场营销分析,通过对A市移动企业物联网业务的现状和问题的分析,提出了切实可行的改进方案,包括:引入合作伙伴产品、提高产品的价格弹性、积极拓展新型渠道、拓宽展示推广方式等。本文的研究结果对A市移动公司的物联网市场营销策略进行了有益的探索,同时对A市移动公司在全省范围内开展物联网业务的高质量发展具有一定的借鉴意义。更多还原

【Abstract】 With the development of Internet technology,the application of cloud services has become more and more extensive,and the Internet industry has gradually entered the era of cloud based Internet of Things.The Internet of Things will change human life after mobile payment and the Internet.According to the 13th Five Year Plan for the Development of the Internet of Things issued by the Ministry of Industry and Information Technology,"vigorously promote the extensive application of new technologies and new business types,and cultivate new drivers to a new stage of development".The development of the Internet of Things in China has moved from the initial conception stage to various fields,and some technologies and applications have approached or surpassed the world.With the advent of a new round of industrial revolution,emerging information technologies,such as the Internet of Things,have also highlighted its strong power,providing strong support for smart cities,finance and energy.Innovative development,including the pharmaceutical industry,has brought profound changes to the global economy and socio-economic structure with the deepening of global technological change and industrial transformation.Following the revolution of information technology such as computer,communication and network,the third wave of the information age has emerged.With the wide application and huge development potential of Internet of Things products,Internet enterprises are constantly using their own market advantages to expand their business scope while technical cooperation.As a giant of the Internet industry,mobile enterprises are seeking opportunities for development in the Internet of Things industry.In the face of new market opportunities and new competitive environment,mobile enterprises,as industry leaders,must carry out marketing strategy research.This paper takes City A Mobile Company as an example to analyze its development,organizational structure,business segments and other aspects.The external environment and internal environment(resources and business capabilities)of City A Mobile Company analyze the environment and competitive disadvantages of City A Mobile.Then,with the combination of PEST and SWOT,the Internet of Things market of Mobile Company in A city is deeply studied,and the Internet of Things business of Mobile Company in A city is analyzed by using the 7PS service marketing mix theory.Through the analysis of the current situation and problems of the Internet of Things business of Mobile Company in A city,practical improvement plans are proposed,including:introducing partner products,improving the price elasticity of products Actively expand new channels and expand the way of exhibition and promotion.The research results of this paper have a beneficial exploration on the Internet of Things marketing strategy of A City Mobile Company,and have a certain reference significance for A City Mobile Company to carry out high-quality development of Internet of Things business in the province.更多还原