随着“互联网+”与大数据及人工智能时代的到来，大数据给众多企业带来了新的 机遇和挑战，而大数据对传统欧亿·体育（中国）有限公司产生了革命性的影响。对于传统信息服务欧亿·体育（中国）有限公司机构而 言，也意味着新的发展与机遇。在互联网时代下，传统信息服务欧亿·体育（中国）有限公司想要长远的发展， 必须通过转型为大数据企业，推出大数据产品以获得更多的市场份额，而更多的市场份 额，意味着改变传统的信息产品定位及营销方式非常重要，需要从全新的角度，对当期 企业大数据产品进行研究并制定相应的营销策略。 文章首先在众多学者和研究者的基础上对国内外大数据企业及其营销方式进行了 文献整理。本文应用文献研究法，对国内外大数据欧亿·体育（中国）有限公司的营销理论的研究观点进行了归 纳和整理，基于大数据企业的产品与营销的重要性，阐述大数据企业产品与营销的发展 历程及当前研究成果。其次，根据 H 公司的现状及发展状况，结合内外部环境的欧亿·体育（中国）有限公司特 点，针对 H 公司当前的战略营销及策略研究现状进行分析。最后，通过深度访谈并以 H 企业媒体大数据产品大陆市场的经营的实际数据，找出 H 公司媒体大数据产品当前大陆 市场营销战略及策略存在的问题，然后进行问题成因分析，找到解决问题的优化建议， 以期为 H 公司媒体大数据产品大陆市场提供一个完整的营销策略。 关键词：高科技企业；大数据企业；媒体大数据；营销策略II ABSTRACT With the advent of the era of "Internet plus" and big data and artificial intelligence, big data bring new opportunities and challenges to many enterprises, and big data have a revolutionary impact on traditional industries. For traditional information service industry institutions, it also means new development and opportunities. In the age of Internet, traditional information service industry must obtain more market share if it wants to develop in the long run, and more market share means that it is very important to change the traditional product positioning and marketing methods. It is necessary to study and formulate corresponding marketing strategies for big data products of enterprises in the current period from a new perspective. First of all, based on many scholars and researchers, this paper makes a literature review of big data enterprises and their marketing methods at home and abroad. Based on the importance of the products and marketing of big data enterprises, this paper expounds the development process and current research results of the products and marketing of big data enterprises. Secondly, according to the current situation and development of h company, combined with the industry characteristics of internal and external environment, this paper analyzes the current situation of h company's strategic marketing and strategy research. Finally,through in-depth interviews and the actual data of h company's media big data products in the mainland market, the paper finds out the problems of h company's media big data products' current marketing strategy and strategy in the mainland market, then analyzes the causes of the problems, finds out the optimization suggestions to solve the problems, in order to provide a complete marketing strategy for h company's media big data products in the mainland market. Key words ：High-tech Enterprises ;Big Data Enterprises;Media Big Data；Marketing StrategyIII 目 录 摘要.........................................................................................................................................I ABSTRACT...............................................................................................................................II 第一章 绪论...............................................................................................................................1 1.1 研究背景及意义..............................................................................................................1 1.1.1 研究背景...................................................................................................................1 1.1.2 研究意义...................................................................................................................2 1.2 文献综述与理论基础......................................................................................................2 1.2.1 文献综述...................................................................................................................2 1.2.2 相关理论基础...........................................................................................................4 1.3 研究方法及内容..............................................................................................................4 1.3.1 研究方法...................................................................................................................5 1.3.2 研究内容...................................................................................................................6 第二章 H 公司概况及营销现状...............................................................................................8 2.1 H 公司发展状况...............................................................................................................8 2.1.1 公司概况...................................................................................................................8 2.1.2 组织架构...................................................................................................................8 2.1.3 主营业务...................................................................................................................9 2.2 H 公司的营销战略现状.................................................................................................10 2.2.1 市场细分..................................................................................................................10 2.2.2 目标市场选择..........................................................................................................10 2.2.3 市场定位.................................................................................................................11 2.3 H 公司的营销策略现状.................................................................................................11 2.3.1 产品策略.................................................................................................................11 2.3.2 定价策略.................................................................................................................12 2.3.3 渠道策略.................................................................................................................13 2.3.4 促销策略.................................................................................................................13 2.3.5 人员策略.................................................................................................................14 2.3.6 有形展示策略.........................................................................................................14IV 2.3.7 过程策略.................................................................................................................14 2.4 本章小结........................................................................................................................15 第三章 H 公司营销环境分析.................................................................................................16 3.1 外部环境分析................................................................................................................16 3.1.1 宏观环境分析.........................................................................................................16 3.1.2 欧亿·体育（中国）有限公司态势及竞争者分析.........................................................................................19 3.1.3 市场需求分析.........................................................................................................21 3.2 内部环境分析................................................................................................................22 3.2.1 资源条件.................................................................................................................22 3.2.2 核心能力.................................................................................................................23 3.3