【作者】 何莉；

【导师】 陈宏；

【作者基本信息】 电子科技大学 ， 工商管理， 2003， 硕士

【摘要】 通信业是一个快速发展的行业，市场前景广阔，产品和技术日新月异，市场竞争格局日益加剧。随着当前通信建设的投资规模及方向发生调整，大大小小的国内外通信厂商纷纷争夺有限的市场资源，对于我国通信行业的中小企业来说，局势非常严峻。作为一家有代表性的中小企业，SW公司也面临同样的问题。SW公司应如何应对这种内外部环境变化所带来的机遇与挑战，扬长避短地制定自己生存与发展的营销策略，从而在激烈的市场竞争中立于不败之地，本论文对此的研究无疑具有很重要的现实意义。论文首先从SW公司的营销现状着手，分析了公司存在的主要问题，同时对SW公司的外部环境进行分析，以大量翔实的资料分析了与其产品相关的电信、电力行业光通信市场的发展现状，接着对光通信产业竞争结构以及居于五种竞争力量之首的主要竞争对手进行系统分析，找出SW公司所面临的外部机会与威胁，然后对SW公司的内部条件进行分析，发现公司的优势及劣势所在。论文紧接着在完成对SW公司所处的内外部环境分析的基础上，根据公司产品性能及需求特性对市场进行细分，并结合细分市场的潜力和SW公司自身的资源和能力确定了各类产品的目标市场，同时以市场营销及战略管理的基本理论、基本方法为主要理论依据，应用理论与实际相结合的方法，针对不同目标市场制定了差异化的市场营销策略。<WP=4>为了确保营销策略的有效实施，论文制定了具体的产品、价格、渠道、促销策略实施计划，并进一步提出了策略实施的保障措施和控制方法，使SW公司的营销策略能够适应不断变化的市场竞争环境，提升整个营销组织的业绩。 笔者曾在SW公司从事销售管理工作，对SW公司的营销现状比较熟悉，也一直在思考如何制定有效的营销策略以提高SW公司的营销业绩。通过MBA的学习及在论文写作过程中阅读大量市场营销、战略管理等方面的书籍、报刊、杂志，具备了一定的理论基础，同时结合笔者在工作实践中所了解和收集到的SW公司营销方面的资料，采取以定性分析为主，并结合适当的数据定量分析方法，从公司自身发展和应对竞争挑战的角度为SW公司制定了行之有效的营销策略。以上研究结果，不仅为SW公司的进一步发展提供了有益帮助，相信对通信行业的其它中小公司在制定营销策略时也会有一定的参考价值。更多还原

【Abstract】 Telecom is one of the most quickly developing industries and has broad prospect. Products and technologies of telecom change with each passing day and the competition become more and more intensive. With the adjustment of investment scale and direction of telecom, domestic and oversea firms contend sharply with marketing resource. The situation become severe to the middle-small sized enterprises of telecom industry in China. As a typical middle-small sized enterprise, SW company meets the same problem. SW company has to face up to the opportunities and challenges brought about by the varieties of internal and external environments, and draws up its strategy of existence and development properly so as to be winner in the heated market competition. It has important practical significance for the research of the thesis to this event.First, the thesis starts with the present marketing conditions of SW company, it analyses the main problems of the company. At same<WP=6>time, it analyses the varieties of external environments and the marketing actualities of optical telecom, which based on lots of detailed data of telecom industry and electric power industry. And then it makes a systematic analysis to the competition structure of optical telecom industry and its main competitors who are the most important of five forces, and it finds out the opportunities and threats of external environments. It also makes an analysis to SW company’s internal condition to find out its strengths and weaknesses.Second, based on the research of internal and external environment of SW company, it makes market segmentation according to the products performance and character of demand. Then it determines the target market of each product according to the potential of segment and resource or ability of SW company. It uses the method of research based on basic theory and method of marketing and strategy management formulates the different marketing strategies for each target market.To ensure the fulfillment of the marketing strategies, the thesis draws up specific plan of product、price、place and promotion, and also puts controllable measures to adapt the varieties of marketing environments and to improve performance of the marketing organization. The author has worked as sales director for SW company and was familiar with its marketing situation. During the management she always felt puzzled on how to formulate feasible strategy to improve<WP=7>the marketing performance. After the study of MBA and reading lots of books, newspaper and journals during the writing of the thesis, the author has the theory basis and formulates effective strategy based on the qualitative and quantitative analysis of the information which was collected from the practice. The strategy will be useful for the development of SW company, and it also provides reference for other middle-small sized companies of telecom industry.更多还原