R公司市场战略与策略研究

发布时间：2018-06-16 23:13

本文选题：营销战略 + 营销策略　；参考：《电子科技大学》2015年硕士论文

【摘要】：随着三大运营商全业务运营,4G网络开始大规模建设,对于各厂家是机遇也是挑战。在这过程中,运营商竞争加剧时常为了争夺项目,出现低价恶性竞争,价格战迫使运营商下调各项资费,自身利润出现大幅度的下滑,再加上更多的附加值被做内容的厂家所掠夺,运营商开始“被管道化”。而接入网厂家依然需要面对相关产品从成长期到成熟期再到衰落期的发展规律。在如今电信行业背景下,R公司该如何制定适合自己的战略和策略呢?做为较早进入通信行业的R公司,在公司成立以来虽然业绩一直大幅增长,却经历了融资难、资金链断裂、市场拓展乏力、公司转型失败等问题。本文首先从战略层面对R公司的外部环境进行分析,采用的是PEST分析法。研究了R公司外部政治环境、经济环境、社会环境和技术环境,对于行业内的竞争对手也做了详细的调研和分析。其次对R公司进行内部环境分析,主要研究R公司的市场营销手段和资源及竞争力,并找出R公司的核心竞争力所在。然后对R公司列出EFE表格和IFE表格,根据表格做SWOT分析。本文对R公司的所有市场进行STP分析,研究了R公司在运营商市场和行业市场的区别,并得出结论:R公司的目标市场必须定位在运营商的大客户接入市场。随后利用MBA所学的管理理论知识对R公司的战略进行研究,分别分析了“总成本领先战略”、“专一化战略”、“差异化战略”对R公司的利弊,并最后得出结论:R公司适合采用差异化战略。最后对R公司的市场营销策略用4P分析法进行研究,分别详细分析和研究了R公司的产品策略、价格策略、渠道策略、促销策略并根据目前R公司采取的策略给出改进意见和控制策略实施的手段。
[Abstract]:As the three major operators operate the 4G network in a large scale, it is an opportunity and a challenge to the manufacturers. In the course of this process, operators often compete intensively to compete for projects, and there is a vicious competition at low prices. Price wars force operators to cut down all kinds of tariffs, and their own profits decline by a large margin. With more added value being plundered by content makers, operators began to "be managed." Access network manufacturers still need to face the development of related products from growth to maturity and then to decline. In the context of the telecommunications industry today, how should R companies develop strategies and strategies suitable for their own? The R company, which entered the communication industry earlier, has experienced many problems, such as financing difficulty, capital chain breaking, market weakness, company transformation failure and so on, although its performance has been increasing greatly since the company was founded. This paper firstly analyzes the external environment of R Company from the strategic level, and adopts pest analysis method. The external political environment, economic environment, social environment and technological environment of R Company are studied, and the competitors in the industry are also investigated and analyzed in detail. Secondly, it analyzes the internal environment of R Company, mainly studies the marketing means, resources and competitiveness of R Company, and finds out the core competitiveness of R Company. Then list the EFE and IFE tables for R Company, and do SWOT analysis according to the tables. In this paper, the STP analysis of all markets of R Company is carried out, and the difference between the market of operator and the market of industry is studied, and the conclusion is drawn that the target market of the company should be located in the market of major customer access of the operator. Then using the management theory knowledge learned by MBA to study R Company's strategy, this paper analyzes the advantages and disadvantages of "Total cost leading Strategy", "Specialization Strategy" and "differentiation Strategy" to R Company, respectively, and then analyzes the advantages and disadvantages of "Total cost leading Strategy", "Specialization Strategy" and "differentiation Strategy" respectively. Finally, we draw the conclusion that: r company is suitable to adopt differentiation strategy. Finally, the marketing strategy of R Company is studied by 4P analysis method, and the product strategy, price strategy and channel strategy of R Company are analyzed and studied in detail. Sales promotion strategy and according to the current R company to take the strategy to improve the strategy and control the implementation of the means.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F626

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