本文關(guān)鍵詞：中興通訊公司短信中心產(chǎn)品國內(nèi)市場營銷策略研究　出處：《南京大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：2011年是十二五開局之年,互聯(lián)網(wǎng)、物聯(lián)網(wǎng)和三網(wǎng)融合等已被納入通信和信息產(chǎn)業(yè)十二五規(guī)劃,受經(jīng)濟(jì)穩(wěn)定發(fā)展及信息服務(wù)業(yè)大發(fā)展等利好因素驅(qū)動,我國增值電信業(yè)務(wù)市場收入將保持10%左右增長率,市場規(guī)模約達(dá)3300億元,到2013年整體市場規(guī)模有望超過4000億元。 短信(SMS)、彩信(MMS)、個(gè)性化回鈴音等傳統(tǒng)增值業(yè)務(wù)用戶平穩(wěn)增長,仍是增值業(yè)務(wù)市場收入的主要力量。2011年,移動終端生產(chǎn)將日漸多樣化,應(yīng)用和內(nèi)容日益豐富,移動互聯(lián)網(wǎng)用戶體驗(yàn)不斷提升。運(yùn)營商進(jìn)一步大力推動3G發(fā)展,移動互聯(lián)網(wǎng)社交平臺步入高速發(fā)展期,手機(jī)支付、移動閱讀、手機(jī)微博等將維持受用戶歡迎的熱度,軟件商店、手機(jī)購物、游戲等應(yīng)用將更為普及。預(yù)計(jì)2011全年,移動增值業(yè)務(wù)市場規(guī)模約2200億元,年增長率差超過10%。國內(nèi)通信設(shè)備市場競爭激烈,正在向幾個(gè)大型的廠商聚集,2009年表中排名前6的企業(yè)占據(jù)整個(gè)市場的份額為58.7%,而2010年前6大廠商的份額就擴(kuò)張為69.2%,占據(jù)了近7成的市場份額。 中興通訊股份有限公司成立于1985年,在香港和深圳兩地上市,是中國最大的通信設(shè)備上市公司,2010年中興通訊營業(yè)收入達(dá)人民幣702.64億元,系統(tǒng)與終端產(chǎn)品均已全面服務(wù)于歐美日高端市場的頂級運(yùn)營商。中興通訊從1995年開始涉足增值業(yè)務(wù)產(chǎn)品的研發(fā),是國內(nèi)最早關(guān)注并投入大量研發(fā)力量的廠商之一。中興通訊面向全球發(fā)布了Anyservice增值業(yè)務(wù)品牌,Anyservice全業(yè)務(wù)產(chǎn)品解決方案旨在為運(yùn)營商提供全面的、全方位的、種類豐富的解決方案,為運(yùn)營商提供完善的、面向3G的、全面的網(wǎng)絡(luò)及業(yè)務(wù)解決方案,使運(yùn)營商在激烈的競爭格局中立于不敗之地!中興通訊Anyservice是迄今為止國內(nèi)大型通信廠商發(fā)布的第一個(gè)增值業(yè)務(wù)解決方案的品牌。 中興通訊在多年的研發(fā)和市場工作中堅(jiān)持“精誠服務(wù),凝聚顧客身上”的核心理念,不斷進(jìn)行創(chuàng)新和探索。經(jīng)過這些年的努力,業(yè)務(wù)不斷發(fā)展,取得了矚目的市場業(yè)績,贏得了很高的經(jīng)濟(jì)效益和社會效益,贏得了客戶的尊重。本文著重對中興通訊短信中心產(chǎn)品營銷策略進(jìn)行分析,希望能夠?qū)χ信d通訊其他產(chǎn)品的發(fā)展和同行提供一些啟示。本文主要研究了中興通訊的市場策略、產(chǎn)品創(chuàng)新策略、服務(wù)策略和客戶關(guān)系管理策略等四個(gè)方面,在文章的最后章節(jié)對營銷過程中存在的問題進(jìn)行分析和總結(jié)。 縱觀本文,首先對短信中心產(chǎn)品行業(yè)進(jìn)行了介紹,描述了中興通訊的發(fā)展情況以及在短信中心產(chǎn)品方面的發(fā)展。接著對短信中心產(chǎn)品的市場進(jìn)行了分析,針對中興通訊的市場策略做了細(xì)致研究。短信中心產(chǎn)品的創(chuàng)新策略保障了中興通訊在市場上的競爭力,所以對于創(chuàng)新策略的研究成為了本文的重要組成部分。其次,介紹了中興通訊短信中心產(chǎn)品的服務(wù)策略,包括了中興通訊的服務(wù)理念、服務(wù)內(nèi)容和服務(wù)的質(zhì)量控制。再次介紹了短信中心產(chǎn)品營銷中的客戶關(guān)系管理策略,詳細(xì)介紹了客戶關(guān)系管理的理念和具體的系統(tǒng)設(shè)計(jì)。最后,對營銷策略的成效進(jìn)行了分析,直視營銷中尚存的問題并提出改進(jìn)方法。 本文全面的分析了中興通訊公司短信中心產(chǎn)品的營銷策略,希望能夠?qū)χ信d通訊公司及同行在今后的產(chǎn)品營銷提供幫助。
[Abstract]:2011 12th Five-Year is the first year, the Internet, networking and network convergence has been included in the communication and information industry planning for 12th Five-Year, driven by the steady development of the economy and the development of information service industry and other favorable factors, the market value-added telecom services revenue in China will remain around 10% growth rate, the market size of about 330 billion yuan, to 2013 the market size is expected to exceed 400 billion yuan.
SMS, MMS (SMS) (MMS), CRBT and other traditional value-added service user steady growth,.2011 is still the main force of value-added services market revenue, mobile terminal production will be gradually diversified, application and the content increasingly rich, mobile Internet and improve the user experience. Operators further to vigorously promote the development of 3G, mobile Internet social networking platform entered a period of rapid development, mobile phone payment, mobile reading, mobile phone micro-blog will remain popular with users of the heat, mobile phone software stores, shopping, games and other applications will become more popular. The whole year is expected to 2011, the mobile value-added services market size of about 220 billion yuan, the annual growth rate of more than 10%. poor domestic communications equipment is fierce competition in the market. To gather several large manufacturers, 2009 of top 6 enterprises occupy the entire market share of 58.7%, while the share of the top 6 vendors in 2010 to expand to 69.2%, occupy Nearly 7 per cent of the market share.
Zte Corp was founded in 1985, listed in Hongkong and Shenzhen, China is the largest communication equipment listed company, ZTE 2010 operating income reached 70 billion 264 million yuan, the top level operators and terminal products have a comprehensive service in Europe and the United States on the high-end market development. ZTE began to get involved in value-added products from 1995, China one of the earliest attention and invest a lot of R & D manufacturer ZTE for the global release of the brand Anyservice value-added services, Anyservice business solutions for operators to provide comprehensive, full range, a variety of solutions, providing for operators, 3G oriented, and comprehensive business network solutions allow operators in the fierce competition in an invincible position of neutrality! ZTE Anyservice is by far the domestic large-scale communication The brand of the first value-added business solution issued by the manufacturer.
ZTE adhere to the "sincere service in the years of research and development and market work, condensed the core concept of consumers", continuous innovation and exploration. After these years of efforts, the business development, has achieved remarkable market performance, has won a high economic and social benefits, has won the respect of customers. This paper focuses on the analysis of ZTE SMS center product marketing strategy, hoping to provide some enlightenment for the development of ZTE and other products together. This paper mainly studies the ZTE's market strategy, product innovation strategy, the four aspects of service strategy and customer relationship management strategy, in the final section of the article on the marketing process the problems were analyzed and summarized.
In this paper, firstly, the SMS center product industry were introduced, describes the development situation of ZTE and development in the SMS center products. Then it analyzes the SMS center for products in the market, ZTE's market strategy to do a detailed study. The product innovation strategy of short message center to protect the competitiveness of ZTE on the market, so for the study of innovation strategy has become an important part of this paper. Secondly, introduces ZTE SMS center product service strategy, including ZTE service concept, service content and service quality control. Then introduced the customer relationship management strategy of SMS center of product marketing, is introduced in detail. The concept of customer relationship management and the specific design of the system. Finally, the effect of marketing strategy are analyzed. The remaining open problems and marketing The improvement method is put forward.
This paper analyzes the marketing strategy of Zte Corp short message center, hoping to provide help for Zte Corp and its peers in future product marketing.

【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F626;F274

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