华为公司M网事业部营销战略研究

发布时间：2018-04-29 16:01

本文选题：华为M网事业部 + 服务营销　；参考：《电子科技大学》2013年硕士论文

【摘要】：光网络设备是电信网络不可缺少的重要基础组成部分，一直以来均受到电信设备制造商的高度重视。近几年来，受全球经济低迷影响，全球光网络设备制造行业已进入缓慢增长期，截止2012年，全球光网络设备市场规模145亿美元，同比下降7%，行业市场规模容量、产品利润率持续下降。华为公司是具有25年历史的我国民营全系列通信设备制造企业，旗下的M网事业部是负责光网络业务领域的独立战略业务单元，负责生产光网络设备并经营市场。经过10多年的快速市场扩张，市场增长率和毛利率也出现下滑，事业部未来的营销面临重大挑战，因此急需对事业部未来的营销发展战略进行新的思考。光网络行业的服务业务市场已经成为新的竞争焦点。本文研究了华为M网事业部服务业务市场营销战略问题，提出了服务业务市场的营销战略、竞争战略规划以及营销方案策略。首先，运用PEST外部环境分析法及五力模型分析法，分析了华为M网事业部所处的宏观环境以及行业微观环境，找出了华为M网事业部在行业内面临的威胁主要来自于同行业竞争对手的竞争压力以及电信运营商客户本身议价力。在这样的环境中，事业部应首先对自身进行准确的服务市场挑战者的定位。以强大的即时性，个性化服务解决方案为主要点实施服务差异化竞争战略，建立差异化优势。其次，运用SWOT因素分析法分析了事业部面临的营销环境，通过战略管理分析工具，得出事业部正处在一种外部存在机遇，同时事业部内部也具备相应的资源和能力。M网事业部应紧抓外部机遇，充分利用有利机会，有效规避威胁因素的影响。结合SWOT分析，得出M网事业部应当采取SO战略对策，，即扩张性战略的结论。最后，M网事业部服务市场中的差异化竞争战略应当在强大个性化即时解决方案差异化竞争战略的基础上，通过依托和整合全球服务资源，满足运营商即时性、个性化的服务诉求并迅速反应；打造管理业务质量和用户体验领先的差异化策略。
[Abstract]:Optical network equipment is an indispensable basic part of telecommunication network, and has been highly valued by telecommunication equipment manufacturers all the time. In recent years, under the influence of the global economic downturn, the global optical network equipment manufacturing industry has entered a period of slow growth. As of 2012, the global optical network equipment market scale was 14.5 billion US dollars, down 7% from the same period last year. Product profit margins continue to fall. Huawei Company is a 25-year history of China's private communications equipment manufacturing enterprise, the M Network Division is responsible for optical network business field of independent strategic business unit, responsible for the production of optical network equipment and marketing. After more than 10 years of rapid market expansion, the market growth rate and gross profit rate have also declined, and the future marketing of the business department is facing major challenges, so it is urgent to think about the marketing development strategy of the business department in the future. The service service market of optical network industry has become a new competition focus. This paper studies the marketing strategy of the service business of Huawei M Network Division, and puts forward the marketing strategy, competitive strategic planning and marketing scheme strategy of the service business market. Firstly, using PEST external environment analysis method and five-force model analysis method, the macro environment and industry micro environment of Huawei M Network Division are analyzed. It is found that the threat to Huawei's M network business in the industry mainly comes from the competitive pressure of its competitors and the bargaining power of telecom operators' customers themselves. In such an environment, the division should first of all to its own accurate service market challenger positioning. Taking the powerful instant and personalized service solution as the main point, the competitive strategy of service differentiation is implemented, and the advantage of differentiation is established. Secondly, using the SWOT factor analysis method to analyze the marketing environment which the business department faces, through the strategic management analysis tool, obtains the division is in a kind of external existence opportunity, At the same time, the enterprise department also has the corresponding resources and ability. M net business department should grasp the external opportunity, make full use of the favorable opportunity, and effectively avoid the influence of the threat factor. Combined with the analysis of SWOT, the conclusion that M network business department should adopt so strategy is expansionary strategy. Finally, the differentiation competition strategy in the service market of M network department should be based on the strong individualized instant solution, and satisfy the operators' immediacy by relying on and integrating the global service resources. Personalized service demand and rapid response; create management business quality and user experience leading differentiation strategy.
【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

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