中国通信服务四川公司非洲市场营销战略研究

发布时间：2018-05-03 09:04

本文选题：中国通信服务四川公司 + 非洲市场　；参考：《电子科技大学》2012年硕士论文

【摘要】：中国通信服务股份有限公司于2006年成功上市，主要股东为中国电信集团公司以及中国移动和中国联通，并引入CISCO，IBM等战略投资者，为通信运营商、媒体运营商、专用通信网及政府机关、设备制造商、企事业单位等提供外包服务、网络建设内容应用及其他服务，是中国电信市场的主要服务提供商之一。近10年来，海外市场拓展保持高速增长，业务已覆盖全球50多个国家和地区，成功进入全球电信市场。中国通信服务股份有限公司四川公司2010年进入海外市场，海外运营主要采用的是与通信设备商进行分包业务的合作模式。2010年美国金融危机影响持续扩大，全球通信行业市场投资规模进一步缩减，新增大型通信建设项目减少，，公司的海外业务受到了一定程度的冲击。同时，主流通信设备商在国际市场中过度竞争，以降低分包商价格为其降低成本的主要手段之一，导致分包市场利润率逐年下降。面对国际电信业建设陷入低迷，分包规模相应缩小，分包业务利润逐年下降，行业内竞争加剧，继续采取单一的“跟着走”的分包模式经营已日渐艰难。公司如何在已有经验和优势的基础上克服困难、把握机遇，开发面向所在国政府或国际运营商的总承包业务，以在未来赢得更大的市场份额，走一条能够发挥自身优势特长的路，是中国通信服务股份有限公司四川公司在未来国际化发展中面临的重要问题。本文结构特点立足于中国通信服务股份有限公司的基本情况，提出四川公司在国际经营发展方面存在的问题。通过应用战略管理、市场营销学、国际营销学等理论，运用PEST分析法和波特五力竞争模型对四川公司的外部环境和资源、非洲市场的竞争格局进行了研究，然后借助EFE矩阵的原理，找出了影响公司发展的关键机遇和威胁。确定对公司发展机会和威胁的关键影响，接下来阐述了公司在非洲市场拓展总承包业务的必要性，并利用IFE矩阵分析的原则，分析公司自身的优势和劣势，找出了影响公司发展的优势和劣势。在上述分析的基础上，运用SWOT战略分析工具，根据战略类型分类，提出了四川公司非洲市场的营销战略计划，即在重点区域进行加强型的战略，将市场营销战略定位在运用市场渗透战略做大喀麦隆市场，采用产品开发战略发展政企业务市场，市场开发战略开发津巴布韦市场上。最后，提出了四川公司在非洲市场营销策略以及具体的保障措施。
[Abstract]:China Telecom Services Co., Ltd. successfully listed in 2006, the main shareholders are China Telecom Group, China Mobile and China Unicom, and the introduction of CISCOG IBM and other strategic investors, as telecommunications operators, media operators, Private communication network and government agencies, equipment manufacturers, enterprises and institutions provide outsourcing services, network construction content applications and other services, is one of the main service providers in China's telecommunications market. In the past 10 years, overseas market expansion has maintained rapid growth, business has covered more than 50 countries and regions around the world, successfully entering the global telecommunications market. Sichuan Company of China Communications Services Co., Ltd. entered overseas markets in 2010, and its overseas operations mainly adopt the cooperative mode of subcontracting with telecommunications equipment companies. The impact of the US financial crisis continued to expand in 2010. The scale of investment in the global communications industry has been further reduced, and the number of new large telecommunications construction projects has decreased, and the company's overseas business has been hit to a certain extent. At the same time, the mainstream communication equipment manufacturers compete excessively in the international market, and one of the main ways to reduce the cost is to reduce the price of the subcontractors, which leads to the decline of the profit margin of the subcontracting market year by year. In the face of the international telecom industry construction in the doldrums, the subcontracting scale correspondingly reduces, the subcontracting business profit drops year by year, the competition inside the industry intensifies, continues to adopt the single "follow" the subcontracting mode management to be increasingly difficult. How to overcome the difficulties on the basis of our experience and advantages, seize the opportunity, and develop the general contracting business for the host government or international operators in order to win a larger market share in the future, It is an important problem for Sichuan Company of China Communication Service Co., Ltd. Based on the basic situation of China Communication Service Co., Ltd, this paper puts forward the problems in the development of international business of Sichuan Company. By applying the theories of strategic management, marketing and international marketing, this paper studies the external environment and resources of Sichuan Company and the competition pattern of African market by using PEST analysis method and Porter's five-force competition model. Then, with the help of the principle of EFE matrix, we find out the key opportunities and threats that affect the development of the company. Determine the key impact on the company's development opportunities and threats, and then explain the need for the company to expand its general contracting business in the African market, and use the principle of IFE matrix analysis to analyze the company's own strengths and weaknesses. Find out the advantages and disadvantages that affect the development of the company. On the basis of the above analysis, using the SWOT strategic analysis tool, according to the classification of the strategic types, the paper puts forward the marketing strategy plan of Sichuan Company in Africa, that is, the strategy of strengthening in the key regions. The orientation of marketing strategy is to use market penetration strategy to enlarge Cameroon market, to adopt product development strategy to develop government and enterprise business market, and to develop Zimbabwe market by market development strategy. Finally, the paper puts forward the marketing strategy and specific safeguard measures of Sichuan Company in Africa.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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