Z通讯公司IMS产品营销策略研究
发布时间：2018-11-21 07:06
【摘要】：IMS网络可以给用户多彩丰富的业务体验，也是网络融合的发展方向，越来越多的设备制造商、运营商正在关注IMS网络，作为全球领先的综合通信解决方案提供商Z通讯公司，其IMS产品在市场营销策略方面出了什么问题导致IMS市场份额急剧下降，应如何制定市场营销策略，在日益竞争激烈的IMS产品市场中扭转颓势、发展壮大并获得持续竞争优势成为当务之急。 本文以Z通讯公司IMS产品市场营销作为研究对象，采用了理论联系实际现象、定性分析、STP分析和SWOT分析等研究方法从市场定位、市场营销策略方面对Z通讯公司进行解读。本文首先介绍了Z通讯公司IMS产品制定和完善市场营销策略来提升市场份额的选题背景，通过分析Z通讯公司IMS产品市场营销现状，总结了Z通讯公司IMS产品市场细分不全面影响市场定位，全IMS产品线缺乏统一设计理念，产品品牌建设乏力导致知名度及认知度较低，缺乏灵活性定价策略难以保证利润率等营销策略方面存在的问题。然后通过分析市场营销环境，，寻找和提炼新的细分变量对Z通讯公司IMS产品重新进行了全面的市场细分，总结出了以发展中国家为主要目标市场的“性价比最高的IMS产品”的市场定位。最后制定了Z通讯公司IMS产品以4C为指导的4P营销策略，包括满足顾客需求的产品改进、顾客愿意支付的价格优化、方便顾客购买的渠道设计和基于互动沟通的促销完善，并提出完善市场营销制度及加强客户关系管理等营销策略实施保障措施。 作为一个典型的通信设备制造企业，本文力求通过分析Z通讯公司IMS产品市场营销中存在的问题，制定其市场营销策略以及相关保障实施措施，对通信制造企业的市场营销策略的制定提供一些参考。
[Abstract]:IMS network can give users colorful business experience, and is also the development direction of network convergence. More and more equipment manufacturers and operators are paying attention to IMS network, as the world's leading comprehensive communication solution provider Z Communications Company. What problems in the marketing strategy of IMS products lead to the sharp decline of IMS market share? how to formulate marketing strategies to reverse the decline in the increasingly competitive IMS product market? It is urgent to develop and gain a sustainable competitive advantage. This paper takes IMS product marketing of Z communication company as the research object, and uses the research methods of combining theory with practice, qualitative analysis, STP analysis and SWOT analysis to interpret Z communication company from the aspects of market orientation and marketing strategy. This paper first introduces the background of Z Communication Company IMS product development and marketing strategy to promote market share, through the analysis of Z Communications Company IMS product marketing situation. This paper summarizes that the market segmentation of IMS products in Z Communication Company does not affect the market positioning comprehensively, the whole IMS product line lacks the unified design idea, and the weak construction of the product brand leads to low visibility and recognition. Lack of flexibility pricing strategy is difficult to ensure profit margin and other marketing strategy problems. Then through the analysis of the marketing environment, looking for and refining new subdivision variables, Z Communications Company IMS products to re-carry out a comprehensive market segmentation, This paper summarizes the market positioning of "IMS products with the highest performance-to-price ratio as the main target market in developing countries." Finally, the 4P marketing strategy guided by 4C for IMS products of Z Communication Company is formulated, including product improvement to meet customer demand, optimization of price that customers are willing to pay, channel design to facilitate customers to purchase and promotion improvement based on interactive communication. And put forward to perfect the marketing system and strengthen the customer relationship management and other marketing strategies to implement security measures. As a typical communication equipment manufacturing enterprise, this paper tries to analyze the problems existing in the marketing of IMS products in Z Communication Company, and formulate its marketing strategy and relevant safeguard measures. It provides some reference to the marketing strategy of communication manufacturing enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.63
本文编号：2346261
[Abstract]:IMS network can give users colorful business experience, and is also the development direction of network convergence. More and more equipment manufacturers and operators are paying attention to IMS network, as the world's leading comprehensive communication solution provider Z Communications Company. What problems in the marketing strategy of IMS products lead to the sharp decline of IMS market share? how to formulate marketing strategies to reverse the decline in the increasingly competitive IMS product market? It is urgent to develop and gain a sustainable competitive advantage. This paper takes IMS product marketing of Z communication company as the research object, and uses the research methods of combining theory with practice, qualitative analysis, STP analysis and SWOT analysis to interpret Z communication company from the aspects of market orientation and marketing strategy. This paper first introduces the background of Z Communication Company IMS product development and marketing strategy to promote market share, through the analysis of Z Communications Company IMS product marketing situation. This paper summarizes that the market segmentation of IMS products in Z Communication Company does not affect the market positioning comprehensively, the whole IMS product line lacks the unified design idea, and the weak construction of the product brand leads to low visibility and recognition. Lack of flexibility pricing strategy is difficult to ensure profit margin and other marketing strategy problems. Then through the analysis of the marketing environment, looking for and refining new subdivision variables, Z Communications Company IMS products to re-carry out a comprehensive market segmentation, This paper summarizes the market positioning of "IMS products with the highest performance-to-price ratio as the main target market in developing countries." Finally, the 4P marketing strategy guided by 4C for IMS products of Z Communication Company is formulated, including product improvement to meet customer demand, optimization of price that customers are willing to pay, channel design to facilitate customers to purchase and promotion improvement based on interactive communication. And put forward to perfect the marketing system and strengthen the customer relationship management and other marketing strategies to implement security measures. As a typical communication equipment manufacturing enterprise, this paper tries to analyze the problems existing in the marketing of IMS products in Z Communication Company, and formulate its marketing strategy and relevant safeguard measures. It provides some reference to the marketing strategy of communication manufacturing enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.63
【参考文献】
相关期刊论文 前2条
1 张建宁;;大型设备营销之道探析[J];企业活力;2006年10期
2 高磊;;精确营销在电信直复营销中的应用[J];移动通信;2008年23期
本文编号：2346261
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