發(fā)布時(shí)間：2018-03-18 05:35

  本文選題：中興通訊　切入點(diǎn)：設(shè)備制造商　出處：《湖南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：從全球經(jīng)濟(jì)國(guó)際化發(fā)展走勢(shì)分析，經(jīng)濟(jì)復(fù)蘇艱難局面是造成整個(gè)通信業(yè)持續(xù)低迷的主因。在電信業(yè)快速發(fā)展的中國(guó)，以“巨大中華”為首的國(guó)內(nèi)通訊設(shè)備制造商面臨著從未有過(guò)的嚴(yán)峻局面。2012年，我國(guó)電信業(yè)依然保持快速增長(zhǎng)，對(duì)于中興通訊股份有限公司等通信設(shè)備制造商而言，機(jī)會(huì)不僅出現(xiàn)在傳統(tǒng)的市場(chǎng)中，一些新興市場(chǎng)機(jī)會(huì)也在不斷涌現(xiàn)，關(guān)鍵是要關(guān)注市場(chǎng)變化，把握市場(chǎng)機(jī)遇，積極參與市場(chǎng)競(jìng)爭(zhēng)和調(diào)整市場(chǎng)營(yíng)銷策略來(lái)提高自身的核心競(jìng)爭(zhēng)力。 本文首先分析中興通訊公司發(fā)展的背景，對(duì)國(guó)內(nèi)外通訊行業(yè)相關(guān)的市場(chǎng)營(yíng)銷理論成果進(jìn)行綜述，提出論文的研究思路和技術(shù)路線圖。然后分析中興通訊研發(fā)能力和創(chuàng)新合作關(guān)系、市場(chǎng)狀況和營(yíng)銷管理體系、顧客分布及消費(fèi)集中趨勢(shì)變化，找出中興通訊的內(nèi)部?jī)?yōu)勢(shì)與劣勢(shì)，并應(yīng)用PEST分析法對(duì)通訊設(shè)備行業(yè)的外部宏觀政治經(jīng)濟(jì)、社會(huì)和技術(shù)環(huán)境進(jìn)行系統(tǒng)分析，，研究主要競(jìng)爭(zhēng)對(duì)手的產(chǎn)品和服務(wù)特色以揭示外部營(yíng)銷環(huán)境的機(jī)會(huì)與威脅。在理論分析中興通訊市場(chǎng)營(yíng)銷策略基礎(chǔ)上，指出中興通訊應(yīng)集中于公網(wǎng)運(yùn)營(yíng)和私網(wǎng)服務(wù)業(yè)，基于市場(chǎng)需求實(shí)行標(biāo)準(zhǔn)化和差異化產(chǎn)品策略，應(yīng)用損益平衡和競(jìng)爭(zhēng)價(jià)格定價(jià)方法，直銷與分銷相結(jié)合，并加大廣告宣傳、營(yíng)銷推廣和高層公關(guān)力度；同時(shí)完善營(yíng)銷人才隊(duì)伍和營(yíng)銷管理制度、全面開展銷售項(xiàng)目管理、制定嚴(yán)格的業(yè)務(wù)流程、強(qiáng)化公司資源整合能力以保證營(yíng)銷策略的有效實(shí)施。論文對(duì)中興通訊市場(chǎng)營(yíng)銷策略進(jìn)行了優(yōu)化設(shè)計(jì)，力求通過(guò)優(yōu)化公司的營(yíng)銷方案來(lái)提高、發(fā)展和壯大中興通訊股份有限公司的競(jìng)爭(zhēng)實(shí)力，為我國(guó)通信設(shè)備制造業(yè)提供可借鑒的營(yíng)銷思路。
[Abstract]:According to the trend of global economic internationalization, the difficult situation of economic recovery is the main cause of the continued downturn in the entire telecommunications industry. In China, where the telecommunications industry is developing rapidly, In 2012, the telecommunications industry of our country still maintained a rapid growth, for the telecommunications equipment manufacturers, such as ZTE Co., Ltd., faced with a grim situation never seen before. Opportunities not only appear in traditional markets, but also in some emerging markets. The key is to pay attention to market changes, grasp market opportunities, actively participate in market competition and adjust marketing strategies to improve their core competitiveness. First of all, this paper analyzes the background of ZTE's development, and summarizes the related marketing theories of domestic and foreign communication industry. Put forward the research thought and technology roadmap of the thesis. Then analyze ZTE's R & D ability and innovation cooperation relationship, market condition and marketing management system, customer distribution and the trend change of concentration of consumption, find out ZTE's internal advantages and disadvantages. Using PEST analysis method, the external macroeconomic, social and technological environment of communication equipment industry is systematically analyzed. Based on the theoretical analysis of ZTE's marketing strategy, it is pointed out that ZTE should concentrate on public network operation and private network service industry. Implement standardized and differentiated product strategy based on market demand, apply profit and loss balance and competitive price pricing method, combine direct sales with distribution, and increase advertising, marketing promotion and high-level public relations; At the same time, we should perfect the marketing talent team and marketing management system, carry out sales project management in an all-round way, formulate strict business processes, In order to ensure the effective implementation of the marketing strategy, the thesis optimizes the design of the marketing strategy of ZTE, and tries to improve the marketing strategy by optimizing the marketing scheme of the company. To develop and strengthen the competitive strength of ZTE Co., Ltd.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.63

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本文編號(hào)：1628259