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论文编号：	11375
作者编号：	2320170586
上传时间：	2019/12/13 11:12:05
中文题目：	中兴高达公司宽带集群产品营销策略研究
英文题目：	Research on Marketing Strategy of Caltta Technologies Broadband Trunking Product
指导老师：	许晖
中文关键字：	市场环境、市场营销、营销策略；中兴高达公司、宽带集群
英文关键字：	Market Environment, Marketing, Marketing Strategy; Caltta Technologies, Broadband Trunking
中文摘要：	集群通信正广泛应用于公共安全、交通运输、能源等领域，在保障社会治安、安全生产和提高经济建设效率等方面发挥着重要作用。随着通信技术的发展，行业用户的需求随之增加，除了传统的语音业务外，对图像、视频等宽带数据业务的需求不断涌现。传统窄带集群通信由于传输带宽较窄，仅能提供语音和低速数据业务，无法支持视频类的宽带数据传输，难以满足复杂场景下的可视调度指挥需求，发展宽带集群通信成为当务之急。当前，4G LTE技术已在公众移动通信网络大规模应用，这为宽带集群通信发展奠定了坚实的技术和产业基础，因此，基于LTE技术的宽带集群通信(B-TrunC)系统也应运而生。 本论文以宽带集群市场为主要研究对象，将北京中兴高达公司通信技术有限公司的宽带集群产品作为案例进行分析，重点将宽带集群市场中的营销问题进行深入的研究。根据无线专网行业的特点，从市场的营销环境、经营现状、市场中的机会和威胁等方面入手，并结合中兴高达公司现有营销资源优势，找到中兴高达公司宽带集群通信产品存在的营销问题并探讨其营销策略的优化方案，进一步提升北京中兴高达公司的营销能力。 在激烈的市场竞争中，中兴高达公司在市场营销策略上还有很大的优化空间。其营销策略的优化要以差异化营销战略作为指导，市场定位为为政府客户提供高质量、高可靠性的专网通信产品和服务。在营销策略上可以采用拓宽营销渠道、专网+业务模式、加大促销力度、产品差别定价、走品牌路线以及优化服务体验等方式。 本文将结合当今宽带集群通信市场发展、产业发展、重点行业的发展进展及前景帮助无线专网产品制造企业准确把握宽带集群通信行业的市场现状和发展趋势。从营销策略上，为中兴高达公司宽带集群产品的进一步发展提供可行性的建议和思路，让中兴高达公司宽带集群产品能够抢为人先，持续发展。同时,本文对中兴高达公司宽带集群产品的营销策略优化展开的研究,反应出整个无线宽带集群行业的整体发展趋势，能够为我国其他无线专网产品提供商开展市场营销提供参考和借鉴。
英文摘要：	Turnking communication is widely used in public security, transportation, energy and other fields. It plays an important role in ensuring social security, safety in production and improving the efficiency of economic construction. With the development of communication technology, the demand of users in the industry is increasing. In addition to traditional voice services, the demand for broadband data services such as image and video is constantly emerging. Traditional narrow-band trunking communication can only provide voice and low-speed data services because of its narrow transmission bandwidth. It can not support broadband data transmission of video. It is difficult to meet the requirements of visual scheduling and command in complex scenarios. Therefore, it is urgent to develop broadband trunking communication. At present, LTE technology has been widely used in the public mobile communication network, which has laid a solid technical and industrial foundation for the development of broadband trunking communication. Therefore, the broadband trunking communication (B-TrunC) system based on 4G LTE technology has emerged as the times require. This paper takes the broadband trunking market as the main research object, and takes the broadband trunking products of Caltta Technologies Co., Ltd. as a case study, focusing on the marketing problems in the broadband trunking market. According to the characteristics of the wireless private network industry, starting from the marketing environment, current situation of operation, opportunities and threats in the market, and combining with the advantages of Caltta's existing marketing resources, this paper finds out the marketing problems of Caltta's broadband trunking communication products and explores the optimization scheme of its marketing strategy to further enhance Caltta's marketing ability. In the fierce market competition, Caltta Technologies Co.,Ltd. still has a lot of room to optimize its marketing strategy. The optimization of its marketing strategy should be guided by differentiated marketing strategy, and market positioning should provide high quality and high reliability private network communication products and services for government customers. In terms of marketing strategy, we can adopt such methods as broadening marketing channels, special network + business model, increasing promotion, differentiated pricing of products, taking brand routes and optimizing service experience. This paper will help manufacturers of wireless private network products accurately grasp the current market situation and development trend of broadband cluster communication industry, combining with the development of broadband cluster communication market, industry development, development progress and prospects of key industries. From the marketing strategy, provide feasible suggestions and ideas for the further development of Caltta's broadband cluster products, so that Caltta's broadband cluster products can be the first and sustainable development. At the same time, this paper studies the marketing strategy optimization of Caltta's broadband cluster products, which reflects the overall development trend of the whole wireless broadband cluster industry, and can provide reference for other wireless private network product providers to carry out marketing.
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