【摘要】：IMS網(wǎng)絡(luò)可以給用戶多彩豐富的業(yè)務(wù)體驗(yàn)，也是網(wǎng)絡(luò)融合的發(fā)展方向，越來越多的設(shè)備制造商、運(yùn)營商正在關(guān)注IMS網(wǎng)絡(luò)，作為全球領(lǐng)先的綜合通信解決方案提供商Z通訊公司，其IMS產(chǎn)品在市場營銷策略方面出了什么問題導(dǎo)致IMS市場份額急劇下降，應(yīng)如何制定市場營銷策略，在日益競爭激烈的IMS產(chǎn)品市場中扭轉(zhuǎn)頹勢、發(fā)展壯大并獲得持續(xù)競爭優(yōu)勢成為當(dāng)務(wù)之急。 本文以Z通訊公司IMS產(chǎn)品市場營銷作為研究對(duì)象，采用了理論聯(lián)系實(shí)際現(xiàn)象、定性分析、STP分析和SWOT分析等研究方法從市場定位、市場營銷策略方面對(duì)Z通訊公司進(jìn)行解讀。本文首先介紹了Z通訊公司IMS產(chǎn)品制定和完善市場營銷策略來提升市場份額的選題背景，通過分析Z通訊公司IMS產(chǎn)品市場營銷現(xiàn)狀，總結(jié)了Z通訊公司IMS產(chǎn)品市場細(xì)分不全面影響市場定位，全I(xiàn)MS產(chǎn)品線缺乏統(tǒng)一設(shè)計(jì)理念，產(chǎn)品品牌建設(shè)乏力導(dǎo)致知名度及認(rèn)知度較低，缺乏靈活性定價(jià)策略難以保證利潤率等營銷策略方面存在的問題。然后通過分析市場營銷環(huán)境，，尋找和提煉新的細(xì)分變量對(duì)Z通訊公司IMS產(chǎn)品重新進(jìn)行了全面的市場細(xì)分，總結(jié)出了以發(fā)展中國家為主要目標(biāo)市場的“性價(jià)比最高的IMS產(chǎn)品”的市場定位。最后制定了Z通訊公司IMS產(chǎn)品以4C為指導(dǎo)的4P營銷策略，包括滿足顧客需求的產(chǎn)品改進(jìn)、顧客愿意支付的價(jià)格優(yōu)化、方便顧客購買的渠道設(shè)計(jì)和基于互動(dòng)溝通的促銷完善，并提出完善市場營銷制度及加強(qiáng)客戶關(guān)系管理等營銷策略實(shí)施保障措施。 作為一個(gè)典型的通信設(shè)備制造企業(yè)，本文力求通過分析Z通訊公司IMS產(chǎn)品市場營銷中存在的問題，制定其市場營銷策略以及相關(guān)保障實(shí)施措施，對(duì)通信制造企業(yè)的市場營銷策略的制定提供一些參考。
[Abstract]:IMS network can give users colorful business experience, and is also the development direction of network convergence. More and more equipment manufacturers and operators are paying attention to IMS network, as the world's leading comprehensive communication solution provider Z Communications Company. What problems in the marketing strategy of IMS products lead to the sharp decline of IMS market share? how to formulate marketing strategies to reverse the decline in the increasingly competitive IMS product market? It is urgent to develop and gain a sustainable competitive advantage. This paper takes IMS product marketing of Z communication company as the research object, and uses the research methods of combining theory with practice, qualitative analysis, STP analysis and SWOT analysis to interpret Z communication company from the aspects of market orientation and marketing strategy. This paper first introduces the background of Z Communication Company IMS product development and marketing strategy to promote market share, through the analysis of Z Communications Company IMS product marketing situation. This paper summarizes that the market segmentation of IMS products in Z Communication Company does not affect the market positioning comprehensively, the whole IMS product line lacks the unified design idea, and the weak construction of the product brand leads to low visibility and recognition. Lack of flexibility pricing strategy is difficult to ensure profit margin and other marketing strategy problems. Then through the analysis of the marketing environment, looking for and refining new subdivision variables, Z Communications Company IMS products to re-carry out a comprehensive market segmentation, This paper summarizes the market positioning of "IMS products with the highest performance-to-price ratio as the main target market in developing countries." Finally, the 4P marketing strategy guided by 4C for IMS products of Z Communication Company is formulated, including product improvement to meet customer demand, optimization of price that customers are willing to pay, channel design to facilitate customers to purchase and promotion improvement based on interactive communication. And put forward to perfect the marketing system and strengthen the customer relationship management and other marketing strategies to implement security measures. As a typical communication equipment manufacturing enterprise, this paper tries to analyze the problems existing in the marketing of IMS products in Z Communication Company, and formulate its marketing strategy and relevant safeguard measures. It provides some reference to the marketing strategy of communication manufacturing enterprises.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.63

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