就招投标行业而言，随着《电子招投标办法》的颁布和“互联网+”行动方案的提出， 传统招投标模式向电子招投标转型已经成为近年来行业普遍关注的热点。在“互联网+”的 背景下，大力发展招投标电子化，是顺应互联网与招标采购深度融合的趋势，是推动招投 标行业转型升级的重要举措。利用现代化技术和计算机网络功能相结合的新型招投标方式， 使招投标流程中信息传递更快捷，使评标过程中的业务由设备和信息系统来协助完成，提 高工作效率，提升工作质量。在未来，甚至可以跨越空间、时间限制和协同能力进行评标， 使评标更加公平、公正、公开。 GT公司作为国内数一数二的招投标系统软件供应商，拥有广阔的客户基础与市场潜力。 伴随着招投标电子化的兴起，GT公司推出的招投标系统软件，还有巨大的市场空间可以去 挖掘和拓展。GT公司决定将业务重心放在研发一款服务于政府相关部门的招投标系统软件， 更好的为招采行业做贡献。没有一成不变的市场，企业也一样，转型升级是每个企业的可 持续发展之道。招投标系统软件作为中国软件产业增长最快的细分市场之一，电子招投标 系统软件这颗冉冉升起的新星为低迷的中国IT产业提供了许多新的发展思路。 本文的结构安排如下：首先，通过PEST理论对GT公司所处的政治环境、经济环境、 社会环境、技术环境进行营销背景的分析，为GT公司提出营销策略建议提供依据，使建议 更具有可行性。其次，本文主要通过STP理论对GT公司进行市场细分。根据软件行业的特 殊性，分别以GT公司的用户行业、用户规模和用户地点为依据，进行详细分析梳理。再依 据其细分的结果选择政府机构部门、代理公司、供应商为主要的目标市场选择，其中政府 机构部门是最大的目标市场。所以，完善政府机构客户的渠道开发与渠道管理，建立长期 友好合作关系，是GT公司营销部门工作中的重中之重。根据以上的分析结果，进行产品市 场的定位。对于产品的优化升级，更好的结合市场进行二次开发，提供了前提和依据。最 后，再通过4P理论对GT公司现阶段的营销模式进行分析。分别对GT公司招投标系统软 件的产品策略、价格策略、渠道策略、促销策略进行分析研究，得出结论。 根据GT公司现阶段特点，提出GT公司目前营销过程中存在的问题有：目标市场过窄、 渠道开发与管理力度不够、销售手段过于单一等。同时，公司内部管理也存在一些问题。 例如，绩效管理、薪酬管理不完善，不能更好的留住人才。营销观念过于守旧等。最后根 据4P分析研究的结论，结合GT公司自身优势、产品特点和市场状况，优化GT公司的营销 方案。提出针对目标市场提出适合GT公司发展的可行的营销策略以及保障营销策略顺利 实施的保障措施。包括：优化公司内部人力资源管理、绩效管理，重点完善公司营销渠道 I 管理策略，创新公司营销观念等。以确保营销策略得以更好的实施。 本文最后提出，GT公司可以在现阶段发展的基础上，稳住南方市场，继续做好产品的 换代升级和后期维护工作。努力研发新产品，开拓北方市场。做好全国招投标电子化冲刺 阶段的技术保障。而对于全国招投标电子化“最后一公里”的问题，GT公司未来将如何定 位自己的价值与公司发展的方向是关乎企业未来的重要战略目标。 关键词：GT公司；招投标软件；市场营销；营销策略 I Abstract As for the tendering and bidding industry, with the promulgation of electronic tendering and bidding measures and the proposal of "Internet +" action plan, the transformation from the traditional tendering and bidding mode to electronic tendering and bidding has become a hot topic in the industry in recent years. Under the background of "Internet +", it is an important measure to promote the transformation and upgrading of the tendering and bidding industry to vigorously develop the electronic tendering and bidding. The new tendering and bidding method combined with modern technology and computer network functions can make the information transfer in the tendering and bidding process more efficient, make the business in the bid evaluation process assisted by equipment and information system, improve work efficiency and improve work quality. In the future, bid evaluation can even be carried out across space, time and coordination capacity, so as to make bid evaluation more fair, just and open. As one of the top two bidding system software suppliers in China, GT company has a broad customer base and market potential. With the rise of electronic bidding, the bidding system software launched by GT company still has a huge market space to explore and expand. GT company has decided to focus on the development of a bidding system software for the relevant government departments, so as to better contribute to the recruitment and acquisition industry. There is no unchanging market, so are enterprises. Transformation and upgrading is the way of sustainable development for every enterprise. Bidding system software as one of the fastest growing segments of Chinese software industry, the rising star of electronic bidding system software has provided many new development ideas for the depressed Chinese IT industry. The structure of this paper is as follows: first, through PEST theory, it analyzes the marketing background of the political environment, economic environment, social environment and technical environment where GT company is located, so as to provide basis for GT company to put forward marketing strategy Suggestions and make the Suggestions more feasible. Secondly, this paper mainly carries out market segmentation of GT company through STP theory. According to the particularity of the software industry, the user industry, user scale and user location of GT company are taken as the basis for detailed analysis and analysis. According to the segmentation results, government agencies, agencies and suppliers are selected as the main target market, among which government agencies are the largest target market. Therefore, improving the channel development and channel management of government agency customers and establishing long-term friendly cooperative relations are the top priorities of the Marketing Department of GT. According to the above analysis results, the product market positioning. For the optimization and upgrading of I products, better combined with the market for secondary development, providing the premise and basis. Finally, 4P theory is used to analyze the current marketing model of GT company. The product strategy, price strategy, channel strategy and promotion strategy of GT bidding system software are analyzed and studied respectively, and the conclusion is drawn. According to the current characteristics of GT company, the problems existing in the marketing process of GT company are pointed out as follows: too narrow target market, insufficient channel development and management, too single sales means, etc. At the same time, the company's internal management also has some problems. For example, performance management and salary management are not perfect, which can not better retain talents. Marketing concept too conservative, etc. Finally, according to the conclusion of 4P analysis and research, GT company's marketing plan is optimized by combining its own advantages, product characteristics and market conditions. Put forward feasible marketing strategies suitable for the development of GT company and safeguard measures to ensure the smooth implementation of marketing strategies according to the target market. Including: optimize the company's internal human resources management, performance management, focus on improving the company's marketing channel management strategy, innovative company marketing concept. To ensure that the marketing strategy can be better implemented. At the end of this paper, it is proposed that GT company can stabilize the southern market on the basis of its current development and continue to do a good job in product upgrading and later maintenance. Efforts to develop new products, open up the northern market. Do a good job in the national bidding electronic sprint stage of technical support. As for the "last mile" of electronic bidding nationwide, how GT company will position its value and the direction of its development in the future is an important strategic goal related to the future of the enterprise. Key word: GT company;Bidding system; Marketing ；Marketing Strategy V 目 录 摘要 ............... I Abstract ..... III 一、导论 ..... 1 （一）研究背景与意义 .... 1 1.研究背景 ................. 1 2.研究意义 ................. 1 （二）研究方法与思路 .... 2 1.研究思路 ................. 2 2.研究方法 ..