DT公司无线宽带应急通信产品市场营销策略研究

【作者】 王晨；

【导师】 杜跃平；

【作者基本信息】 西安电子科技大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 DT公司作为我国著名的三大电信设备制造企业、国务院大型国有资产监督管理委员会的高新技术公司——DT科技产业集团的核心业务,是我国具有自主知识产权的第三代移动通信国际标准TD-SCDMA和第四代移动通信标准TD-SCDMA LTE的参与者、知识产权所有者和产业化的核心启动者及设备市场的领导者,是第五代移动通信国际标准和技术领导者和促进者。第五代移动无线电通信国际标准和技术的领航者和推动者。国内外无线专用网宽带发展迅猛,LTE技术应用已成为发展方向,目前我国行业无线专用网通信技术呈现宽带发展趋势。政府网络、公安、电力、石油等多数行业对宽带服务、集群服务和多媒体集群服务有着强烈的需求。典型的无线专网宽带业务主要包括移动视频监控、多媒体集群通信指挥调度、基于GIS的协同运行、区域应急联动等。TD-LTE作为国际主流的第四代无线移动通信标准,具有速率高、带宽大、频谱利用率高等优点。依托强大的产业链,DT公司深入TD-LTE产业无线专网,率先推出TD-LTE无线宽带应急产品,并在政府网络和重点行业进行商业应用。随着宽带的发展和无线专网的商业化发展,LTE已经成为业界的共识,基于该技术的无线专网频谱分配和技术标准将逐渐清晰。在LTE无线专网市场上,国内外政府网络、消防,水利,公安等行业市场均处于高速发展时期。论文在相关理论指导下,首先我从DT公司的组织架构和人力资源状况着手,从人力层面发现和总结了一些现行存在的年龄结构老化,知识层次较高但更新速率较低,无法适应市场变化,从而在市场应对和产品开发上存在滞后。接下来,以DT公司无线宽带应急通信产品为主要研究对象,对现行的产品和服务从价格策略和渠道策略及服务策略都做了详细分析和总结,进而对DT公司的现行营销策略存在的问题进行了分析,明确了产生问题的原因。在此基础上,对DT公司的的应急通信产品利用STP理论分析。进一步明确的DT公司细分市场的定位和不同的应对策略,结合对应的4PS策略组合,在产品策略、价格策略、渠道策略、促销策略以及服务策略都做了有针对性的设计和安排,目标是优化DT公司新的营销策略,提升DT公司无线宽带应急通信产品的市场适应性。为了将营销策略可以顺利的灌输给营销环节的各个部门,保证营销策略的顺利实施,论文还提出了相应的实施策略和保障措施。本文的应用市场营销的理论和方法就DT公司无线宽带应急通信产品当前的市场竞争环境,DT公司的营销策略存在的问题和原因,产品、渠道、服务和实施推广方面提出了合理化建议,提出了DT公司产品在新的竞争环境下,营销策略的改进计划,提出了营销战略实施的有效措施,通过突出品牌形象,加强品牌管理,有针对性地对重点行业进行定向推广,提升品牌影响力,为公司的快速发展和有效竞争提供决策支持参考。更多还原

【Abstract】 DT Corporation,as the core business of DT Science and Technology Industry Group,the three major telecommunication equipment manufacturers in China and the high-tech company of the State Council’s Large State-owned Assets Supervision and Administration Commission,is the participation of the third generation international standard TD-SCDMA with independent intellectual property rights and the fourth generation mobile communication standard TD-SCDMA LTE.The company,the intellectual property owner,the core initiator of industrialization and the leader of equipment market are the international standards and technology leaders and promoters of the fifth generation mobile communication.The leader and promoter of international standards and technologies for the fifth generation mobile communications.With the rapid development of wireless private network broadband at home and abroad,LTE technology has become the direction of development.At present,the wireless private network communication technology in China’s industry presents the trend of broadband development.There is a strong demand for broadband services,cluster services and multimedia cluster services in many industries such as government network,public security,power,oil and so on.Typical wireless private network broadband services mainly include mobile video surveillance,multimedia cluster command and dispatch,coordinated operation based on map information,urban emergency linkage and so on.As the international mainstream fourth generation mobile communication standard,TD-LTE has the advantages of high speed,wide bandwidth and high spectrum utilization.Relying on the strong industrial chain,DT company goes deep into the TD-LTE industry wireless private network,takes the lead in launching TD-LTE wireless broadband emergency products,and carries out commercial applications in government networks and key industries.With the development of broadband and commercialization of wireless private network,LTE has become the consensus of the industry.The spectrum allocation and technical standards of wireless private network based on LTE technology will gradually be clear.In the LTE wireless private network market,the international and domestic government network,public security and other industry markets are in the early stage of development.Under the guidance of relevant theories,first of all,I started from the organizational structure and human resource status of DT company.From the perspective of human resources,I found and summarized some existing aging age structure.With a higher level of knowledge but a lower rate of update,I could not adapt to market changes,and thus lagged behind in market response and product development.Next,with DT company’s wireless broadband emergency communication products as the main research object,the current products and services from the price strategy,channel strategy and service strategy are analyzed and summarized in detail,and then the existing problems of DT company’s current marketing strategy are analyzed,and the causes of the problems are identified.On this basis,the emergency communication products of DT company are analyzed by STP theory.Further defined the DT company segment of the market positioning and different coping strategies,combined with the corresponding 4 ps strategy combination,the product strategy,price strategy,channel strategy,promotion strategy and service strategy have targeted the design and arrangement,the goal is to optimize the DT company new marketing strategy,improve DT wireless broadband emergency communication products of the company’s market adaptability.In order to successfully inculcate the marketing strategy into each department of the marketing link and ensure the smooth implementation of the marketing strategy,the paper also puts forward the corresponding implementation strategy and safeguard measures.This paper applies the theory and method of marketing to make reasonable suggestions on the current market competition environment of DT company’s wireless broadband emergency communication products,the problems and reasons of DT company’s marketing strategy,products,channels,services and implementation and promotion,and puts forward the marketing strategy of DT company’s products in the new competitive environment.The improvement plan puts forward effective measures for the implementation of marketing strategy.By highlighting brand image,strengthening brand management,targeted promotion of key industries and enhancing brand influence,it can provide decision-making support for the rapid development and effective competition of the company.更多还原