【作者】 张庆；

【导师】 袁建国；

【作者基本信息】 华中科技大学 ， 工商管理， 2010， 硕士

【摘要】 作为无线通讯测试仪器市场上的主流供应商,罗德与施瓦茨公司在面临着无线通讯技术不断更新的同时,也面临着更多竞争对手的激烈竞争,从而导致产品销售利润率的不断降低。公司的无线通讯测试仪器,如手机综测仪、频谱仪、信号源等传统强势产品,不断受到竞争对手的低价策略进攻,如何在保持市场份额的同时,还能继续保持产品的盈利水平。以及如何扩大公司的矢量网络分析仪、新的宽带综合测试仪在市场上的份额,从而保证公司每年15%的增长要求,这些都要求根据市场营销管理的知识,对罗德与施瓦茨公司在测试仪器市场上的营销策略做深入细致的分析,从而找到解决问题的办法。本文通过运用市场营销管理的知识,利用PEST模型、SWOT分析模型、五力竞争模型,对无线通讯测试仪器市场的外部环境及内部环境进行了深入的分析,分析了罗德与施瓦茨公司(R&S)存在的威胁及机遇,以及和竞争对手相比较存在的差距及优势,依据市场营销的理论,从品牌策略、产品策略、价格策略、销售渠道策略上提出了相应的的市场营销实施策略,从而能达到使罗德与施瓦茨公司继续扩大产品的市场份额,保持公司要求增长速度以及在无线通讯测试仪器市场的盈利水平及持续发展。通过上述的分析,笔者认为罗德施瓦茨公司在品牌策略上应该继续保持自己高端测试仪器提供商的品牌形象,保证产品高的附加值,同时在低端测试仪器市场用其他的品牌-惠美,来拓展自己产品的市场份额。在产品策略上,除了继续保持自己优势的手机综测仪、频谱仪、信号源等产品,还要继续扩大矢量网络分析仪、示波器等市场容量较大的仪器市场份额,保证公司销售额的持续增长。以及建立更多的销售渠道、及更加完善的售前售后服务体系,加强网络营销及中文网站技术支持力度,从而使公司的产品能覆盖更多的中小客户,保证公司市场份额的进一步扩大。更多还原

【Abstract】 Rohde & Schwarz , As one leader of the wireless communications test equipment market, in the face of wireless communications technology, while constantly updated, is also facing more competitors in the fierce competition, resulting in lower product sales margins . And the company’s wireless communications test equipment such as mobile phone tester, spectrum analyzer, signal Generator and other traditional test instruments, and constantly attacked by rival low-cost strategy, How to maintain market share, and how to maintain the profitability of products . And how to expand the company’s Vector Network Analyzer market share? To ensuring a 15% annual growth requirements following Rohde & Schwarz company’s rule, to do in-depth strategic analysis through the use of marketing knowledge, marketing management, the use of PEST model, SWOT analysis model, five forces competitive model.Depend on the external environment and internal environment of the in-depth analysis of the Rohde & Schwarz of existing threats and opportunities, as well, and competitors compared to the gaps and strengths, based on marketing theory, from brand strategy, product strategy, pricing strategy, sales channel strategy, put forward the corresponding marketing implementation of the strategy to achieve the Rohde & Schwarz continue to expand product market share, growth rate required to maintain the company as well as wireless communications test equipment market, profitability and sustainable development.Through the above analysis, the author believes in the brand strategy, ROHDE & SCHWARZ should continue to maintain its high-end test equipment provider’s brand image, ensuring products of high added value, while the low-end test equipment market with other brands– HAMEG, to expand their low-end product market share. In the product strategy, in addition to their own advantage to maintain mobile phone tester, spectrum analyzer, signal Generator, and other products, To expand the vector network analyzers, oscilloscopes and other instruments larger market share, ensure the company’s sales continued to growth. And the establishment of more sales channels, and a more comprehensive pre-service system, strengthen the network marketing and technical support to the Chinese website, so that products can reach more small and medium sized customers, ensure the company to further expand market share.更多还原