近年来，国家高度重视信息技术自主创新，全国各地正在大力发展信息技术和软硬 件领域的应用创新产业，先后启动试点工作、扩大应用场景，特别是在操作系统领域已 经初步具备自主创新能力。Y公司作为国内一家专注于以操作系统为基础的软件研发、 生产、销售型公司，经过了十五年的发展，己形成了近百人的专家团队，先后开发了桌 面、服务器、嵌入式、智能终端操作系统。其中的嵌入式操作系统产品于2006年底正 式对外发布并成功商用，获得“中国工业大奖”、“软件博览会金奖”等多个荣誉，但 多年来嵌入式操作系统主要是销售给通信欧亿·体育（中国）有限公司集成商运行在通信终端设备，其他的欧亿·体育（中国）有限公司 没有取得市场突破，Y公司需要进行营销战略和营销策略的分析和优化以求把嵌入式操 作系统应用到更多的欧亿·体育（中国）有限公司，获得更多的市场份额。 基于上述背景，作者借助最新的欧亿·体育（中国）有限公司数据和Y公司当前的经营情况，以营销相关的 理论基础与方法为指导，通过文献研究、问卷调研、访谈等方式，识别Y公司在目标市 场营销战略（STP）和营销组合策略（4P）两个方面存在的问题，分析原因，并给出优 化建议。本文通过研究发现嵌入式操作系统在目标市场营销战略存在以下问题：市场细 分标准过于单一、目标市场不明确、市场定位缺乏独特性。在营销组合策略方面存在以 下问题：标准版本的创新力不足、软硬件一体化产品硬件不可控、价格策略缺乏灵活性、 渠道体系不完善、促销力度不足。 针对这些问题，本文提出以下优化建议，在目标市场营销战略方面：新增以欧亿·体育（中国）有限公司和 企业性质两种细分标准，聚焦到更加明确的目标市场，重新定位为专业的工业级嵌入式 操作系统产品。在营销组合策略方面：加强标准化产品的迭代和管理、加强对硬件厂商 的管控及备份、制定更加灵活的模块化版本定价策略、建设完善的渠道体系、加大品牌 促销力度。 关键词:嵌入式操作系统，工业品营销，目标市场营销战略（STP），营销组合策略（4P） II ABSTRACT Inrecentyears,thecountryattachesgreatimportancetoindependentinnovationof informationtechnology,variouspartsofthecountryarevigorouslydevelopingapplication innovationindustriesinthefieldofinformationtechnologyandsoftwareandhardware.They havestartedpilotworkandexpandedapplicationscenarios,especiallyinthefieldofoperating systemspanyY,asadomesticsoftwarecompanyfocusingonoperatingsystem-based softwaredevelopment,production,andsales,hasdevelopedfornearlyfifteenyearsandhas formedateamofexpertsnearlyahundredpeople,whohavesuccessivelydevelopeddesktops, servers,embeddedsystemsandsmartterminaloperatingsystem.Amongthem,theembedded operatingsystemproductswereofficiallyreleasedandsuccessfullycommercializedin2006, andwonmanyhonorssuchasthe"ChinaIndustrialAward"and"GoldAwardoftheSoftware Expo".However,formanyyears,embeddedoperatingsystemshavebeensoldto communicationindustryintegratorsandrunoncommunicationterminalequipment.other industrieshavenotachievedmarketbreakthroughspanyYneedstoanalyzeand optimizemarketingstrategiesandmarketingpoliceinordertoapplyembeddedoperating systemstomoreindustriesandgainmoremarketshare. Basedontheabovebackground,theauthorusesthelatestindustrydataandthecurrent operatingsituationofCompanyY,Guidedbymarketing-relatedtheoreticalfoundationsand methods.Throughliteratureresearch,questionnaires,interviewsandothermethods,Identifythe problemsofCompanyYinbothtargetmarketingstrategy(STP)andmarketingmixpolice (4P),analyzethereasons,andgiveoptimizationsuggestions.Throughresearch,thispaperfinds thattheembeddedoperatingsystemhasthefollowingproblemsinthetargetmarketing strategy:themarketsegmentationstandardistoosingle,thetargetmarketisnotclear,andthe marketpositioninglacksuniqueness.Thefollowingproblemsexistinthemarketingmix police:insufficientinnovationpowerofthestandardversion,uncontrollablehardware manufacturers,lackofflexibilityinpricingstrategies,incompletechannelsystem,and insufficientpromotionefforts. Inresponsetotheseproblems,thispaperproposesthefollowingoptimization recommendationsintermsoftargetmarketingstrategies:addingtwosegmentationstandards basedonindustryandenterprisenature,focusingonmorespecifictargetmarkets,and repositioningasindustrial-gradeembeddedoperatingsystemproducts.Intermsofmarketing III mixpolice:strengthentheiterationandmanagementofstandardizedproducts,strengthenthe managementandbackupofhardwaremanufacturers,formulateamoreflexiblepricing strategyformodularversions,buildasoundchannelsystem,increasebrandpromotions. Keywords:EmbeddedOperatingSystem,MarketingofIndustrialProducts, STPMarketingStrategy,4PMarketingMixPolice IV 目录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章绪论...............................................................................................................................1 1.1研究背景和研究意义......................................................................................................1 1.2理论基础与文献综述......................................................................................................2 1.2.1营销理论基础与方法...............................................................................................2 1.2.2工业品营销...............................................................................................................5 1.2.3软件产品营销...........................................................................................................7 1.3研究内容和研究方法....................................................................................................10 1.3.1研究内容.................................................................................................................10 1.3.2研究方法.................................................................................................................10 第二章公司概况及嵌入式操作系统营销现状.....................................................................12 2.1公司概况........................................................................................................................12 2.1.1发展历程.................................................................................................................12 2.1.2业务/产品组合........................................................................................................12 2.1.3销售模式.................................................................................................................14 2.1.4组织架构.................................................................................................................14 2.1.5经营绩效.................................................................................................................15 2.2嵌入式操作系统的营销现状........................................................................................15 2.2.1目标市场营销战略（STP）现状..........................................................................15 2.2.2营销组合策略（4P）现状....................................................................................17 2.3本章小结........................................................................................................................19 第三章营销环境分析.............................................................................................................20 3.1外部环境........................................................................................................................20 3.1.1一般环境.................................................................................................................20 3.1.2产业环境分析.........................................................................................................21 3.1.3竞争者分析.............................................................................................................24 V 3.1.4市场需求.................................................................................................................25 3.2内部环境....................................................................................................................