ZX公司广东ICT产品营销策略分析

发布时间：2018-06-05 10:27

本文选题：公司 + 广东　；参考：《西北大学》2012年硕士论文

【摘要】：随着传统电信业务收入增长的逐渐放缓,信息化业务业已成为电信运营商的重要业务领域。而社会信息化发展进程的不断推进,导致客户对信息、化业务的需求也在发生着转变,主要体现在提高信息化服务的一体化服务能力。ICT业务作为电信服务、信息服务、IT服务及应用的有机结合而产生的综合信息服务,能够有效地适应客户需求的变化,具有巨大的发展潜力和市场前景。中兴通讯作为广东ICT业务市场的新进入者,在业务能力、产业合作、渠道能力等方面与竞争对手相比都存在较大的差距。国内运营商投资的萎缩和通讯市场的扩张放缓让中兴通讯面临的压力也日益加大,特别是整个通信市场日趋饱和,运营商投资放缓的大环境下,中兴通讯的业绩拓展急需寻找新的蓝海。如何才能打破常规,为中兴通讯寻找到一条切实可行的ICT业务发展之路,是本文研究的目的和重点所在。本文通过大量文献资料和相关知识点的收集,对国内电信运营商ICT业务发展,特别是广东ICT业务市场的融合背景进行了阐述.对ICT业务的内涵进行了重新界定,找出了ICT业务与传统电信业务之间的联系和差异。基于此,对中兴通讯发展ICT业务的优劣势、业务发展现状进行分析,从产品、支撑、合作以及渠道等四个层面中找到制约中兴通讯ICT发展的主要问题；其次,以基于价值网理论分析中国移动ICT业务实现价值给予相关ICT产品结构调整的分析,给出中兴通讯应依托价值网的定位,和运营商结成战略合作伙伴开拓市场;最后,从产品特性、市场细分和市场占有率提升等三个方面为中兴通讯ICT业务在广东的发展提出了一些可实施的建议
[Abstract]:With the slow growth of traditional telecom service income, information service has become an important service area for telecom operators. The continuous advancement of the development process of social informatization leads to the change of customer's demand for information and business, which is mainly reflected in improving the integrated service capability of information service. ICT service is taken as telecommunication service. The integrated information service which is produced by the organic combination of IT service and application can effectively adapt to the change of customer demand and has great development potential and market prospect. As a new entrant of Guangdong ICT business market, ZTE has a big gap with its competitors in terms of business capability, industrial cooperation, channel ability and so on. The shrinking investment of domestic operators and the slowdown in the expansion of the communications market have increased the pressure on ZTE, especially as the entire telecommunications market becomes increasingly saturated and the investment of operators slows down. ZTE's performance expansion urgently needs to find a new blue sea. How to break the convention and find a feasible way for ZTE to develop ICT service is the purpose and focus of this paper. In this paper, through a lot of literature and related knowledge collection, the development of ICT services of domestic telecom operators, especially the integration background of Guangdong ICT service market, is expounded. This paper redefines the connotation of ICT service and finds out the relationship and difference between ICT service and traditional telecommunication service. Based on this, this paper analyzes the advantages and disadvantages of ZTE's development of ICT business, analyzes the present situation of business development, and finds out the main problems restricting the development of ZTE's ICT from four aspects: product, support, cooperation and channel. Secondly, Based on the theory of value net, this paper analyzes the adjustment of ICT product structure based on the realization value of ICT service of China Mobile, and points out that ZTE should rely on the positioning of value net and form a strategic partner with operators to open up the market. This paper puts forward some implementable suggestions for the development of ZTE ICT business in Guangdong from three aspects: product characteristics, market segmentation and market share promotion.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626.5

【参考文献】