1 / 23

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].

sitara
Download Presentation

رویکردها و روشهای بازاریابی ICT در جهان

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related