中兴通讯公司短信中心产品国内市场营销策略研究

发布时间：2018-01-09 03:04

本文关键词：中兴通讯公司短信中心产品国内市场营销策略研究　出处：《南京大学》2012年硕士论文　论文类型：学位论文

【摘要】：2011年是十二五开局之年,互联网、物联网和三网融合等已被纳入通信和信息产业十二五规划,受经济稳定发展及信息服务业大发展等利好因素驱动,我国增值电信业务市场收入将保持10%左右增长率,市场规模约达3300亿元,到2013年整体市场规模有望超过4000亿元。短信(SMS)、彩信(MMS)、个性化回铃音等传统增值业务用户平稳增长,仍是增值业务市场收入的主要力量。2011年,移动终端生产将日渐多样化,应用和内容日益丰富,移动互联网用户体验不断提升。运营商进一步大力推动3G发展,移动互联网社交平台步入高速发展期,手机支付、移动阅读、手机微博等将维持受用户欢迎的热度,软件商店、手机购物、游戏等应用将更为普及。预计2011全年,移动增值业务市场规模约2200亿元,年增长率差超过10%。国内通信设备市场竞争激烈,正在向几个大型的厂商聚集,2009年表中排名前6的企业占据整个市场的份额为58.7%,而2010年前6大厂商的份额就扩张为69.2%,占据了近7成的市场份额。中兴通讯股份有限公司成立于1985年,在香港和深圳两地上市,是中国最大的通信设备上市公司,2010年中兴通讯营业收入达人民币702.64亿元,系统与终端产品均已全面服务于欧美日高端市场的顶级运营商。中兴通讯从1995年开始涉足增值业务产品的研发,是国内最早关注并投入大量研发力量的厂商之一。中兴通讯面向全球发布了Anyservice增值业务品牌,Anyservice全业务产品解决方案旨在为运营商提供全面的、全方位的、种类丰富的解决方案,为运营商提供完善的、面向3G的、全面的网络及业务解决方案,使运营商在激烈的竞争格局中立于不败之地!中兴通讯Anyservice是迄今为止国内大型通信厂商发布的第一个增值业务解决方案的品牌。中兴通讯在多年的研发和市场工作中坚持“精诚服务,凝聚顾客身上”的核心理念,不断进行创新和探索。经过这些年的努力,业务不断发展,取得了瞩目的市场业绩,赢得了很高的经济效益和社会效益,赢得了客户的尊重。本文着重对中兴通讯短信中心产品营销策略进行分析,希望能够对中兴通讯其他产品的发展和同行提供一些启示。本文主要研究了中兴通讯的市场策略、产品创新策略、服务策略和客户关系管理策略等四个方面,在文章的最后章节对营销过程中存在的问题进行分析和总结。纵观本文,首先对短信中心产品行业进行了介绍,描述了中兴通讯的发展情况以及在短信中心产品方面的发展。接着对短信中心产品的市场进行了分析,针对中兴通讯的市场策略做了细致研究。短信中心产品的创新策略保障了中兴通讯在市场上的竞争力,所以对于创新策略的研究成为了本文的重要组成部分。其次,介绍了中兴通讯短信中心产品的服务策略,包括了中兴通讯的服务理念、服务内容和服务的质量控制。再次介绍了短信中心产品营销中的客户关系管理策略,详细介绍了客户关系管理的理念和具体的系统设计。最后,对营销策略的成效进行了分析,直视营销中尚存的问题并提出改进方法。本文全面的分析了中兴通讯公司短信中心产品的营销策略,希望能够对中兴通讯公司及同行在今后的产品营销提供帮助。
[Abstract]:2011 12th Five-Year is the first year, the Internet, networking and network convergence has been included in the communication and information industry planning for 12th Five-Year, driven by the steady development of the economy and the development of information service industry and other favorable factors, the market value-added telecom services revenue in China will remain around 10% growth rate, the market size of about 330 billion yuan, to 2013 the market size is expected to exceed 400 billion yuan.
SMS, MMS (SMS) (MMS), CRBT and other traditional value-added service user steady growth,.2011 is still the main force of value-added services market revenue, mobile terminal production will be gradually diversified, application and the content increasingly rich, mobile Internet and improve the user experience. Operators further to vigorously promote the development of 3G, mobile Internet social networking platform entered a period of rapid development, mobile phone payment, mobile reading, mobile phone micro-blog will remain popular with users of the heat, mobile phone software stores, shopping, games and other applications will become more popular. The whole year is expected to 2011, the mobile value-added services market size of about 220 billion yuan, the annual growth rate of more than 10%. poor domestic communications equipment is fierce competition in the market. To gather several large manufacturers, 2009 of top 6 enterprises occupy the entire market share of 58.7%, while the share of the top 6 vendors in 2010 to expand to 69.2%, occupy Nearly 7 per cent of the market share.
Zte Corp was founded in 1985, listed in Hongkong and Shenzhen, China is the largest communication equipment listed company, ZTE 2010 operating income reached 70 billion 264 million yuan, the top level operators and terminal products have a comprehensive service in Europe and the United States on the high-end market development. ZTE began to get involved in value-added products from 1995, China one of the earliest attention and invest a lot of R & D manufacturer ZTE for the global release of the brand Anyservice value-added services, Anyservice business solutions for operators to provide comprehensive, full range, a variety of solutions, providing for operators, 3G oriented, and comprehensive business network solutions allow operators in the fierce competition in an invincible position of neutrality! ZTE Anyservice is by far the domestic large-scale communication The brand of the first value-added business solution issued by the manufacturer.
ZTE adhere to the "sincere service in the years of research and development and market work, condensed the core concept of consumers", continuous innovation and exploration. After these years of efforts, the business development, has achieved remarkable market performance, has won a high economic and social benefits, has won the respect of customers. This paper focuses on the analysis of ZTE SMS center product marketing strategy, hoping to provide some enlightenment for the development of ZTE and other products together. This paper mainly studies the ZTE's market strategy, product innovation strategy, the four aspects of service strategy and customer relationship management strategy, in the final section of the article on the marketing process the problems were analyzed and summarized.
In this paper, firstly, the SMS center product industry were introduced, describes the development situation of ZTE and development in the SMS center products. Then it analyzes the SMS center for products in the market, ZTE's market strategy to do a detailed study. The product innovation strategy of short message center to protect the competitiveness of ZTE on the market, so for the study of innovation strategy has become an important part of this paper. Secondly, introduces ZTE SMS center product service strategy, including ZTE service concept, service content and service quality control. Then introduced the customer relationship management strategy of SMS center of product marketing, is introduced in detail. The concept of customer relationship management and the specific design of the system. Finally, the effect of marketing strategy are analyzed. The remaining open problems and marketing The improvement method is put forward.
This paper analyzes the marketing strategy of Zte Corp short message center, hoping to provide help for Zte Corp and its peers in future product marketing.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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