【作者】 徐亮；

【导师】 顾锋；

【作者基本信息】 上海交通大学 ， 工商管理， 2009， 硕士

【摘要】 近年来,中国移动通信行业发展迅速,特别是随着中国即将发放3G牌照,3G移动通信设备将有良好的市场需求和巨大的发展潜力。但随着全世界的移动通信设备企业都加入到中国市场的争夺之中,市场竞争格局将会空前的激烈。作为一家世界领先的专业移动通信设备供应商,A公司将如何应对这种外部环境变化所带来的机遇与挑战,利用好自身的优势,扬长避短地制定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,本论文对此相关问题的研究无疑具有很重要的现实意义。本文运用市场营销的有关理论知识,在对A公司当前状况、内外部环境进行了较为充分的调查研究的基础上,对公司的市场营销策略进行了研究。论文第一章首先介绍了A公司背景信息,整体的研究背景,阐述了研究意义及研究框架;第二章通过中国移动通信行业的发展介绍,分析了中国移动通信设备市场的发展及其特点,并对移动通信设备供应商及A公司当前营销情况进行了分析;第三章分析A公司无线网络集团面临的宏观环境和微观环境,并对其内外环境因素作出综合分析。第四章根据中国的实际情况对市场进行了细分,并结合细分市场的潜力和A公司自身的优势和能力确定了目标市场和市场定位,第五章运用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,针对公司的主要产品制定了战术层面的6Ps营销策略,即产品、价格、促销、渠道、权利、公共关系策略并提出了实施建议。本论文以市场营销、战略管理等理论为基础,结合A公司营销方面的资料,以定性分析为主,并结合适当的数据进行定量分析,从公司自身发展和应对竞争挑战的角度为A公司制定了行之有效的营销策略。本文研究结果不仅为A公司的进一步发展提供了有益帮助,也对行业内其它公司营销策略的制定有一定的参考价值。更多还原

【Abstract】 With the development of Chinese economy, the mobile communication industry developed rapidly in the past few years. As China will release 3G license soon, there will have a huge potential market. But with all of Mobile Communication equipment suppliers join this contest, there will be unprecedented competition in this market. As a world’s leading company of mobile communication industry, A Corporation should make out its own marketing strategy to deal with the opportunity and challenges caused by changes of external environments. Thus, the article has great importance to A Corporation for its emphasis on marketing strategy.The author utilizes the marketing knowledge, on the basis of the investigation of A Corporation’s current market position and the whole circumstance and researched A Corporation’s marketing strategy. In Chapter 1, the paper is commenced with the background of A and whole research background, briefs the research significance and the research frame; Among Chapter 2, this paper introduced the development of China mobile communication equipment market, analyzed the Chinese wireless communication market and the characteristic ,carried the analysis on the current marketing status and A Corporation’s marketing actuality. The third chapter analyzed the macro and micro environment of the wireless group of A corporation, carried on the external environment and the internal condition analysis. The fourth chapter carried on the marketing segmentation according to the Chinese market characteristic. Combined with market potential, A Corporation’s superiority and the ability, we can determine the target market and the market localization. In chapter 5, according as theory and method of the marketing, the strategic management, the paper is formulated 6Ps marketing strategy in view of main products, namely product, price, promotion, place ,Power, Public relations strategy.The paper makes out operative marketing strategy for A Corporation from the side of its development and competition, based on marketing and strategy theory and its practical information, with qualitative analysis and quantitative analysis. The article not only benefits to further development for A company, but also has the reference value to the marketing strategy of those companies in the same industry.更多还原