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رویکردها و روشهای بازاریابی ICT در جهان

رویکردها و روشهای بازاریابی ICT در جهان. سمینار بازاریابی فناوری اطلاعات و ارتباطات 9 اردیبهشت ماه 86. بازار فناوری اطلاعات و ارتباطات در جهان. بازار فناوری اطلاعات و ارتباطات در جهان. انواع محصولات و خدمات بازار ICT [ ,3 2].

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رویکردها و روشهای بازاریابی ICT در جهان

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  1. رویکردها و روشهای بازاریابی ICT در جهان سمینار بازاریابی فناوری اطلاعات و ارتباطات 9 اردیبهشت ماه 86

  2. بازار فناوری اطلاعات و ارتباطات در جهان

  3. بازار فناوری اطلاعات و ارتباطات در جهان

  4. انواع محصولات و خدمات بازار ICT[,32] * رایانه ها – سخت افزارها، لوازم جانبی * رایانه ها – نرم افزارها و خدمات * خدمات و محصولات Telecommunication*قطعات الکترونیکی و لوازم تست * مالتی مدیا و دیگر محصولات

  5. مطالعهء موردی سخت افزارها مایکروسافت XBOX * Mature Market: Millions of Other Consoles Users* Games are not transferable* Could not succeed without games

  6. مطالعهء موردی سخت افزارها مایکروسافت XBOX Core Gamers: More than 25 hours per week playing

  7. مطالعهء موردی سخت افزارها مایکروسافت XBOX * 3 times faster graphics processing unit (GPU) * The most powerful CPU* An internal hard drive * Easy controller ports for multiplayer * Internet connection for broadband

  8. مطالعهء موردی محصولات متن باز (Open Office) * RedHat Model: Support & Services* MySql Model: Commercial License* Zend Tech. Model: Commercial Products

  9. مطالعهء موردی اهداف بازار Open Office * Financial Independence* Organizational MaturityBy 2010:* Market leadership (>50%)* 40% of all users

  10. مطالعهء موردی استراتژی بازاریابی Open Office * Disruptive Marketing: Target Markets Unattractive to Competitors Compete Against Non-Consumption*Low-End Disruption: Can’t Pay, More than their needs

  11. مطالعهء موردی Market Segmentation * OpenOffice.org Open source license* Star Office Commercial Off the shelf

  12. مطالعهء موردی OpenOffice.org • governments (especially in the developing world);• education establishments (schools, colleges, universities);• public libraries;• small/medium enterprises (SMEs);• NFPs (Not-For-Profits – charities, voluntary sector, etc);• OEMs - Own Equipment Manufacturers building PCs with pre-installed software,especially for the low-cost / home end market• Linux distributions looking for an office suite to 'bundle' • Multinational Corporations• Sustaining Innovation• First World Governments

  13. مطالعهء موردی بازارTelecommunications (Telcos)[3] * Lower-cost solutions for end-user* Core competencies* IT-based revenue-generating opportunities in wholesale lines of business*Network-centric IT: low-risk, low-gain strategy*Acquiring an IT services company: high risk, higher rewards*A vertical-sector sales focus * Don’t think too global

  14. بازارTelecommunications سدها و محرک ها

  15. بازارTelecommunications وضعیت بازار فعلی

  16. بازارTelecommunications BT

  17. BT Marketing Strategy • * Segmentation: • • Account size • • Geography • * Strategy: • • networked IT • • specific customer groups • * Results: • • Improved direct mail campaign response rate by 100 percent

  18. مطالعهء موردی قطعات الکترونیکی * Decline in demand* Arrow Electronics:• Sales 22% down • 73.8 million $ loss

  19. Bundle Products and Services

  20. Types of bundling * Price bundling • HP: Photo Printers and Digital Cameras* Product bundling • Computers: Internal Modems* Lifestyle solutions: • Electronic Components and Insurance • Warranty Profit margin :from 40% -80%

  21. مطالعهء موردی مالتی مدیا (Computer Games) • Freeserve Christmas Shopping Game • Increase awareness • Online shopping* Viral marketing

  22. مطالعهء موردی مالتی مدیا (Computer Games) * Viral Marketing• Utilizing social networks• Developing by logistic curveResult in 3 weeks:• 12000 referrals• 56000 game sessions• 35% more clicks

  23. با تشکر از توجه شما

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