C公司中国市场开拓策略研究

发布时间：2018-05-26 09:53

本文选题：电信设备企业 + 电信运营商　；参考：《南京大学》2017年硕士论文

【摘要】：在网络信息产业领域中,电信产业占有着极其重要的地位,而对电信产业影响较大的就是技术和业务两个方面。随着社会的发展和技术的进步,技术创新更是大多数电信设备企业最重要的发展战略之一,对于信息网络产业领域的企业而言,科技就是企业成长所需要的血液,因此,为取得更好的发展,就必须大力发展科技创新,提高业务能力。可以说,技术创新能够反映出电信设备企业未来的发展。同时,随着网络新用户的飞速发展,相应的宽带需求也呈现出多样性的特点。因此电信设备企业的技术和业务创新也需要考虑到广大用户多方面、多层次的不同需求能否得到满足,这是开拓新市场的前提条件和基础,也关系到企业在市场竞争中的生存和发展。中国电信产业,在过去近三十年中取得了长足发展,产业规模目前已居世界第二位。截至2016年第二季度末,全国电话用户总数已达15.19亿,其中移动电话用户占13亿户。固定宽带接入用户达2.78亿户,其中8Mbps及以上用户占82.3%;移动宽带接入用户8.38亿户,所占比重已达到64.4%,其中4G用户继续保持高速增长,1-6月净增1.83亿户,总数达到6.13亿户。2016年第二批电信服务试点的地市名单也已公示,确定了 89个用于部署试点的城市,收益最大的就是电信行业。另外,通信技术创新与变革的需求也急剧增长,这使得电信设备企业迎来了新的发展机遇;但从另一方面看,企业也必须接受随之而来的挑战。更多电信设备企业加大了业务创新方面的投入,以期待能够在未来的发展市场中占有一个较有利的竞争地位。在本文中,通过PEST分析,SWOT矩阵以及4P营销组合策略分析等方法,从中国电信设备行业环境出发,深入研究和分析中国电信设备市场的发展前景和方向。以国际电信设备制造商C公司为例,通过分析探索建立中国本土化的研发以及销售团队,国际化的电信设备企业应该如何利用公司自身的价值和产品综合优势与其他外资以及本土企业进行竞争。本文强调市场分析、产品方案在企业市场营销中的重要作用,并且讨论如何制定关键思路,以保证成功实现市场营销战略,在理论和实际方面都有着重要的意义。
[Abstract]:In the field of network information industry, telecommunication industry occupies an extremely important position. With the development of society and the progress of technology, technological innovation is one of the most important development strategies of most telecom equipment enterprises. For enterprises in the field of information network industry, science and technology is the blood needed for the growth of enterprises. In order to achieve better development, we must vigorously develop scientific and technological innovation and improve business capabilities. It can be said that technological innovation can reflect the future development of telecommunications equipment enterprises. At the same time, with the rapid development of new network users, the corresponding broadband demand also presents a variety of characteristics. Therefore, the technological and business innovation of telecommunication equipment enterprises also needs to consider whether the various needs of the vast number of users can be satisfied, which is the prerequisite and foundation for opening up new markets. Also related to the survival and development of enterprises in the market competition. China's telecom industry has made great progress in the past three decades, and the scale of the industry has now ranked second in the world. By the end of the second quarter of 2016, the total number of telephone subscribers nationwide had reached 1.519 billion, of which 1.3 billion were mobile subscribers. The number of fixed broadband access users has reached 278 million, of which 8Mbps and above account for 82.3 percent, while mobile broadband access accounts for 838 million, accounting for 64.4 percent, of which 4G users continue to maintain a high growth rate of 183 million in January-June. A total of 613 million households. The city list of the second batch of telecom service pilots in 2016 has also been announced, identifying 89 cities to deploy the pilot, with the largest revenue coming from the telecommunications industry. In addition, the demand for communication technology innovation and change is also growing rapidly, which makes telecom equipment enterprises welcome new development opportunities, but on the other hand, enterprises must accept the challenges that come with it. More telecom equipment enterprises have increased their investment in business innovation in order to be able to occupy a more favorable competitive position in the future development market. In this paper, through the PEST analysis of SWOT matrix and 4P marketing combination strategy analysis, starting from the Chinese telecom equipment industry environment, in-depth research and analysis of China's telecom equipment market development prospects and direction. Take C Company, an international telecom equipment manufacturer, as an example, to explore the establishment of a local R & D and sales team in China. International telecom equipment enterprises should take advantage of their own value and product comprehensive advantages to compete with other foreign and local enterprises. This paper emphasizes the important role of market analysis and product scheme in enterprise marketing, and discusses how to formulate key ideas to ensure the successful realization of marketing strategy, which is of great significance in both theory and practice.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

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