本文選題：通信設(shè)備制造服務(wù) + 市場(chǎng)營銷��； 參考：《西北大學(xué)》2015年碩士論文

【摘要】：通信制造業(yè)的發(fā)展,在我國已經(jīng)有近三十年歷史,尤其是進(jìn)入2014年之后,通信行業(yè)已經(jīng)實(shí)現(xiàn)了多網(wǎng)絡(luò)協(xié)同服務(wù)模式。移動(dòng)網(wǎng)絡(luò)建設(shè)速度加快,針對(duì)2G和3G網(wǎng)絡(luò)的投資進(jìn)度趨緩,而4G網(wǎng)絡(luò)建設(shè)已經(jīng)全面啟動(dòng),通信市場(chǎng)格局已經(jīng)面臨新的變化。在這樣的整體環(huán)境下,國內(nèi)的電信運(yùn)營企業(yè)對(duì)網(wǎng)絡(luò)建設(shè)功能和網(wǎng)絡(luò)覆蓋能力進(jìn)行了深度發(fā)掘,因此,網(wǎng)絡(luò)監(jiān)測(cè)和維護(hù)類的技術(shù)產(chǎn)品競(jìng)爭更為白熱化,市場(chǎng)環(huán)境也更加復(fù)雜。1995年底,ZCXT公司正式成立,2003年,公司實(shí)現(xiàn)了上證所掛牌上市。產(chǎn)品涵蓋移動(dòng)通信、網(wǎng)絡(luò)建設(shè)、LTE、IMS、移動(dòng)網(wǎng)絡(luò)開發(fā)等重點(diǎn)領(lǐng)域。經(jīng)過十余年的發(fā)展完善,公司已經(jīng)成為國內(nèi)市場(chǎng)頗具影響力的知名品牌。但是從2010年開始公司經(jīng)營業(yè)績出現(xiàn)連續(xù)三年下滑,市場(chǎng)拓展出現(xiàn)了瓶頸同時(shí)固有市場(chǎng)也面臨著挑戰(zhàn)和威脅。企業(yè)迫切需要嶄新的營銷理念對(duì)當(dāng)前的營銷策略進(jìn)行科學(xué)分析,這也是當(dāng)前營銷管理優(yōu)化中亟待解決的問題。營銷策略的制定和實(shí)施,能夠有效提升通信設(shè)備制造企業(yè)的市場(chǎng)競(jìng)爭力,能夠?qū)崿F(xiàn)更為精準(zhǔn)的市場(chǎng)盈利模式,在戰(zhàn)略制定和市場(chǎng)作用的發(fā)揮上都能起到積極的推動(dòng)作用。本文將以營銷策略研究為切入點(diǎn),根據(jù)營銷工具和專業(yè)理論的有機(jī)結(jié)合,對(duì)國內(nèi)通信設(shè)備企業(yè)所在市場(chǎng)環(huán)境進(jìn)行分析,對(duì)其格局分布和運(yùn)營特點(diǎn)做重點(diǎn)研究,具體針對(duì)ZCXT公司現(xiàn)行的營銷模式、戰(zhàn)略結(jié)構(gòu)、發(fā)展其實(shí)、企業(yè)文化等進(jìn)行全面分析,利用PEST宏觀分析法,對(duì)該公司的外圍環(huán)境進(jìn)行數(shù)據(jù)分析,同時(shí)采用SWOT工具,對(duì)該公司的未來營銷戰(zhàn)略提出可行性建議,希望本研究結(jié)果能夠幫助ZCXT公司規(guī)劃出更為科學(xué)、可行的營銷策略,對(duì)促進(jìn)中國通信設(shè)備制造服務(wù)企業(yè)市場(chǎng)營銷能力的提升有一定啟發(fā)和借鑒。
[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.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.63

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本文編號(hào)：1854962