中兴通讯股份有限公司市场营销策略研究

发布时间：2018-03-18 05:35

  本文选题：中兴通讯　切入点：设备制造商　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：从全球经济国际化发展走势分析，经济复苏艰难局面是造成整个通信业持续低迷的主因。在电信业快速发展的中国，以“巨大中华”为首的国内通讯设备制造商面临着从未有过的严峻局面。2012年，我国电信业依然保持快速增长，对于中兴通讯股份有限公司等通信设备制造商而言，机会不仅出现在传统的市场中，一些新兴市场机会也在不断涌现，关键是要关注市场变化，把握市场机遇，积极参与市场竞争和调整市场营销策略来提高自身的核心竞争力。 本文首先分析中兴通讯公司发展的背景，对国内外通讯行业相关的市场营销理论成果进行综述，提出论文的研究思路和技术路线图。然后分析中兴通讯研发能力和创新合作关系、市场状况和营销管理体系、顾客分布及消费集中趋势变化，找出中兴通讯的内部优势与劣势，并应用PEST分析法对通讯设备行业的外部宏观政治经济、社会和技术环境进行系统分析，，研究主要竞争对手的产品和服务特色以揭示外部营销环境的机会与威胁。在理论分析中兴通讯市场营销策略基础上，指出中兴通讯应集中于公网运营和私网服务业，基于市场需求实行标准化和差异化产品策略，应用损益平衡和竞争价格定价方法，直销与分销相结合，并加大广告宣传、营销推广和高层公关力度；同时完善营销人才队伍和营销管理制度、全面开展销售项目管理、制定严格的业务流程、强化公司资源整合能力以保证营销策略的有效实施。论文对中兴通讯市场营销策略进行了优化设计，力求通过优化公司的营销方案来提高、发展和壮大中兴通讯股份有限公司的竞争实力，为我国通信设备制造业提供可借鉴的营销思路。
[Abstract]:According to the trend of global economic internationalization, the difficult situation of economic recovery is the main cause of the continued downturn in the entire telecommunications industry. In China, where the telecommunications industry is developing rapidly, In 2012, the telecommunications industry of our country still maintained a rapid growth, for the telecommunications equipment manufacturers, such as ZTE Co., Ltd., faced with a grim situation never seen before. Opportunities not only appear in traditional markets, but also in some emerging markets. The key is to pay attention to market changes, grasp market opportunities, actively participate in market competition and adjust marketing strategies to improve their core competitiveness. First of all, this paper analyzes the background of ZTE's development, and summarizes the related marketing theories of domestic and foreign communication industry. Put forward the research thought and technology roadmap of the thesis. Then analyze ZTE's R & D ability and innovation cooperation relationship, market condition and marketing management system, customer distribution and the trend change of concentration of consumption, find out ZTE's internal advantages and disadvantages. Using PEST analysis method, the external macroeconomic, social and technological environment of communication equipment industry is systematically analyzed. Based on the theoretical analysis of ZTE's marketing strategy, it is pointed out that ZTE should concentrate on public network operation and private network service industry. Implement standardized and differentiated product strategy based on market demand, apply profit and loss balance and competitive price pricing method, combine direct sales with distribution, and increase advertising, marketing promotion and high-level public relations; At the same time, we should perfect the marketing talent team and marketing management system, carry out sales project management in an all-round way, formulate strict business processes, In order to ensure the effective implementation of the marketing strategy, the thesis optimizes the design of the marketing strategy of ZTE, and tries to improve the marketing strategy by optimizing the marketing scheme of the company. To develop and strengthen the competitive strength of ZTE Co., Ltd.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63

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