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论文编号：	11308
作者编号：	2320170540
上传时间：	2019/12/11 18:54:59
中文题目：	H公司终端产品国内市场营销策略研究
英文题目：	Domestic Marketing Strategy Research on Terminal Products of H Company
指导老师：	张建勇
中文关键字：	专网通信；终端产品；营销策略
英文关键字：	private network communication; terminal products; marketing strategy
中文摘要：	伴随着互联网快速发展与通信技术更高频率的更新换代，在中国乃至全球范围内，专网通信领域的产品、技术和行业解决方案也随之日新月异。专业无线通信的技术变革和发展不仅限于模拟转向数字的技术跨越，如今，随着各种标准的专网通信技术的形成、宽带技术在全球范围的普世应用以及用户有了更多、更复杂的个性化需求，专网通信的宽窄融合已成为专网未来发展的必经之路。作为从事提供专网通信设备及解决方案的企业，如何依托自身优势借力行业发展趋势，细分专网通信市场，提高与不同市场需求的契合度，在全球化、信息化、智慧化和融合化的全方位变革中稳步发展，是一个具有广阔前景的行业研究课题。 H公司自1993年成立以来，深耕专业无线通信领域，一直聚焦专网通信业务，如今在行业中占据着领军地位。由于终端产品是无线专网领域的基础设施和核心，因此本文基于营销相关学术理论，以国内市场为研究背景，选取H公司的终端产品为研究切入点，以点带面，利用4Ps理论从产品、价格、渠道和促销方面探查H公司营销现状与问题。采用PEST分析法和5Fs分析法对H公司的国内市场营销环境进行分析，同时综合H公司的自身情况，借助SWOT矩阵排列，对H公司进行营销战略匹配。随后运用 STP分析法明确H公司产品的目标市场和市场定位，进而从产品策略、价格策略、渠道策略、促销策略四个方面设计H公司国内市场营销组合，最后阐述建立组织架构、人力资源、管理制度、渠道管理、信息系统等方面的实施保障，形成完整的营销策略。 目前在国内的专网通信市场，尤其是终端产品的市场，国外品牌摩托罗拉的产品市场占有率最高，H公司是此行业内唯一能与之抗衡的国产品牌。本论文选取H公司为研究对象，希望可以为H公司高层在市场营销方面提供决策依据，找到缩小国内品牌与国际品牌差距的途径，打破专网通信国内市场寡头竞争的局面，为更多专网通信企业参与到行业金字塔顶端的竞争，提供借鉴和参考，实现行业的健康可持续发展。
英文摘要：	With the rapid development of the Internet and communication technology, the products, technologies and industry solutions of private network communications have also been updated in China and even worldwide. The development of professional wireless communication is not limited to the technology iteration of analog to digital. Nowadays, various technical standards for private network communication have been formed, broadband technology is becoming more and more popular, and more personalized user requirements appeared, smart integrated broadband and narrowband of private network communication has become the only way for the future development. As an enterprise engaged in providing private network communication equipment and solutions, how to rely on its own advantages and take advantage of the industry development trend, segment the private network communication market, improve the compatibility with different market demands, and steadily develop in the all-round reform of globalization, informatization, intelligence and integration, is an industry research subject with broad prospects. Since its establishment in 1993, H Company has been focusing on private network communication business. Now it occupies a leading position in the industry. Because the terminal products are the core of private network communication. This paper took this as the entry point, and based on marketing related academic theories, and taken the domestic market as the research background. Based on 4Ps theory, the marketing status and problems of H Company had been explored from four aspects: product, price, place and promotion. PEST analysis method and 5Fs analysis method were adopted to analyze the domestic marketing environment of H Company. Meanwhile, the internal resources of H Company were integrated and the marketing strategy of H Company is matched by SWOT matrix analysis. Then STP analysis method was used to define the target market and market positioning, after that the combination of domestic marketing strategy of H Company was designed from four aspects: product strategy, price strategy, place strategy and promotion strategy. Finally, the article described the implementation of marketing strategies, including organizational structure, human resources, management system, channel management, information system and so on, to form a complete marketing strategy. At present, in the domestic private network communications market, especially in the terminal product market, the international brand Motorola has the highest market share, and H Company is the only domestic brand in the industry that can compete with it. This paper chooses H Company as the research object, hoping to provide the decision-making basis for the senior management of H Company in marketing, find the way to narrow the gap between domestic brand and international brand, and break the situation of oligopoly competition in the domestic market of special network communication. For more private network communication enterprises participating in the competition at the top of the industry pyramid, to provide reference and to achieve the healthy and sustainable development of the industry.
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