【作者】 朱雪梅；

【导师】 金永生；

【作者基本信息】 北京邮电大学 ， 项目管理， 2008， 硕士

【摘要】 目前通信行业正处于转型期,固定和移动网络的融合也是在酝酿之中,这时期固网设备的营销面临更多的风险。而营销管理作为整个企业系统功能的一部份,始终贯穿企业运行过程的始末,其运行状况的好坏决定着整个企业系统是否有效运转。在这一复杂系统中,由于各个层面的因素影响,营销活动充满着不确定性,因而也就存在着很多风险。固网设备制造商要在激烈的竞争中立于不败之地,必须认真审视企业环境,必须采取有效的风险管理和控制措施,做好营销风险管理工作。本文首先将项目风险管理机制引入营销模式之中,在风险管理的引导下,明确固网设备制造商的营销模式及营销策略的风险机制,使固网设备的营销的各个环节都处于风险管理的控制之内,明确了固网设备在营销过程中来自各方面的危险因素,对危险因素进行识别和解决,能够有力的刺激固网设备营销模式的转变,在“以客户为中心,以市场为导向”的营销模式下,提出新的营销策略,能够使固网设备的销售摆脱此前的颓势。更多还原

【Abstract】 In the time of communications changing structure and fixed-mobile convergence scheming, vendition of the fixed network equipment is faced with much more venture. Marketing management that is one part of the enterprise’s system functions always accompanies the whole process of enterprise’s operation, and its running quality decides the effective work of the enterprise’s system functions. In this complex system, the management environment has taken place the unprecedentedly deep change. The uncertain factors and the risky events are more complex and variable. The fixed equipment enterprises should establish in an unassailable position in keen competition. They must scrutinize the environment of an enterprise conscientiously, take effective risk management and control measure, and do a good job of risk management of marketing.This text takes the program risk management system into marketing management. In the risk management system, making sure of risk management in the marketing management and strategy of the fixed network equipment that make each process in the risk management command. And then identifying and solving the risk factor. After the steps, the marketing management of fixed network equipment could be changed. In the marketing management of focusing client and marketing leading, bringing forward the new marketing strategy could make the vendition of fixed network equipment take off inferior position.更多还原