ZCXT公司通信市场营销策略研究

发布时间：2018-05-07 02:18

本文选题：通信设备制造服务 + 市场营销　；参考：《西北大学》2015年硕士论文

【摘要】：通信制造业的发展,在我国已经有近三十年历史,尤其是进入2014年之后,通信行业已经实现了多网络协同服务模式。移动网络建设速度加快,针对2G和3G网络的投资进度趋缓,而4G网络建设已经全面启动,通信市场格局已经面临新的变化。在这样的整体环境下,国内的电信运营企业对网络建设功能和网络覆盖能力进行了深度发掘,因此,网络监测和维护类的技术产品竞争更为白热化,市场环境也更加复杂。1995年底,ZCXT公司正式成立,2003年,公司实现了上证所挂牌上市。产品涵盖移动通信、网络建设、LTE、IMS、移动网络开发等重点领域。经过十余年的发展完善,公司已经成为国内市场颇具影响力的知名品牌。但是从2010年开始公司经营业绩出现连续三年下滑,市场拓展出现了瓶颈同时固有市场也面临着挑战和威胁。企业迫切需要崭新的营销理念对当前的营销策略进行科学分析,这也是当前营销管理优化中亟待解决的问题。营销策略的制定和实施,能够有效提升通信设备制造企业的市场竞争力,能够实现更为精准的市场盈利模式,在战略制定和市场作用的发挥上都能起到积极的推动作用。本文将以营销策略研究为切入点,根据营销工具和专业理论的有机结合,对国内通信设备企业所在市场环境进行分析,对其格局分布和运营特点做重点研究,具体针对ZCXT公司现行的营销模式、战略结构、发展其实、企业文化等进行全面分析,利用PEST宏观分析法,对该公司的外围环境进行数据分析,同时采用SWOT工具,对该公司的未来营销战略提出可行性建议,希望本研究结果能够帮助ZCXT公司规划出更为科学、可行的营销策略,对促进中国通信设备制造服务企业市场营销能力的提升有一定启发和借鉴。
[Abstract]:The development of communication manufacturing industry has nearly 30 years history, especially after entering 2014, the communication industry has realized the mode of multi-network cooperative service. The speed of mobile network construction is speeding up, the investment progress of 2G and 3G networks is slowing down, and the 4G network construction has been launched in an all-round way, and the communication market pattern has been faced with new changes. In such an overall environment, domestic telecom operators have deeply explored the network construction functions and network coverage capabilities, so the competition for network monitoring and maintenance technology products is becoming more intense. The market environment is more complicated. ZCXT company was established at the end of 1995. In 2003, the company realized the listing of Shanghai Stock Exchange. Products cover mobile communications, network construction, LTEI IMS, mobile network development and other key areas. After more than ten years of development and perfection, the company has become a famous brand in the domestic market. However, since 2010, the company's operating performance has declined for three consecutive years, and the market has become a bottleneck and the inherent market is also facing challenges and threats. Enterprises urgently need a brand new marketing concept to carry on the scientific analysis to the current marketing strategy, which is also the problem to be solved urgently in the current marketing management optimization. The formulation and implementation of marketing strategy can effectively enhance the market competitiveness of communication equipment manufacturing enterprises, can achieve a more accurate market profit model, and can play a positive role in strategy formulation and market role. According to the combination of marketing tools and professional theory, this paper will analyze the market environment of domestic communication equipment enterprises, and focus on the distribution and operation characteristics of the domestic communication equipment enterprises, based on the marketing strategy research as the breakthrough point, according to the organic combination of marketing tools and professional theory. Aiming at the current marketing mode, strategic structure, development and corporate culture of ZCXT Company, this paper makes a comprehensive analysis of the marketing mode, strategic structure, development and corporate culture of ZCXT Company, and makes use of the PEST macro analysis method to analyze the data of the company's external environment, and uses SWOT tools at the same time. It is hoped that the results of this study can help ZCXT to plan more scientific and feasible marketing strategies. It has some enlightenment and reference to promote the marketing ability of Chinese communication equipment manufacturing and service enterprises.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63

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