IBM市場營銷策略的4Rs分析.pdf

1、廈門大學碩士學位論文IBM市場營銷策略的4Rs分析姓名：黃格生申請學位級別：碩士專業(yè)：工商管理指導教師：劉震宇20070101AbstractTheITindustryhaschanged謝tlleachpassingdays，numerousenterprisesgrowinstrengthwhilenumerousenterprisesdisappearduringthistenyearsItisapeculiarphenomeno

2、nintheITindustrythatallenterprisehasexistedinthehightechindustrywhichischangingrapidlyfor92yearsIthasbeenadvocatedbythetrade，whichWasregardedastheleaderofthetrade，itis—InternationalBusinessMachinesCorporation(IBM)Tenyear

3、sagomMCorporationwasadyingenterprise，butnowithasbecomethekingofthetrade，whatisthemysteryThearticlesummarizesthehistoryoftheIBMmarketing，inquiredintotheIBM’Sprosperousroot，analysestheenvironmentoftheITservicemarketinginre

4、centyearsthoroughlythroughtheresearchofthemarketsubdividing，hascarriedonthediscussiontotheIBMCorporationspresentsituationandhascarriedonaSWOTanalysistoitscompetitionsituationAttemptstograspthemarketingstrategy’Sintrinsic

5、logicoftheIBMAndcarriesonthetbmglaanAysistothem緞ketingcaseoftheIBMinthelastfewyearsusingthe4RsmarketingtheorythusprovestheconclusionwhichhadobtainedbeforeThroughtheanalysisonthestrategylocalizationcasesofIBMCorporation，a

6、nalysisIBMCorporation’SnewlocalizationfromYear2002toYear2005，andpointoutthemarketingtheory’SbasisoftheIBMCorporationstrategylocalizationdiscusstheSuccessandfailureofthislocalizationthroughtheanalysisonthedataeveryyearThr

7、oughtheanalysisoninternalmarketingcasesfromYear2002toYear2005，pointouthowIBMcanchangeallextremelyfatenterpriseintoanimblemodementerpriseThroughtheresearchontheproductionstrategypointouttherootinthemarketingtheorysignific

8、ance，andjudgeitsSuccessorfailureaccordingtothefinancialanalysisFinallythroughtheanalysisonthemarketingstrategyventurecapital(Yeepay)caseofIBM，pointoutthevalueofthestrategyinthemarketingtheoryandspiesontheIBMCorporation’S