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论文编号：	11382
作者编号：	2320170633
上传时间：	2019/12/13 14:06:43
中文题目：	迪信通通讯零售市场营销策略研究
英文题目：	Research on Marketing Tactics of Dixintong in the Telecom Retail Market
指导老师：	任星耀 副教授
中文关键字：	迪信通；通讯零售行业；智能生活提供商；营销策略
英文关键字：	Dixintong; Telecom retail market; Intelligent life provider；Marketing tactics
中文摘要：	随着经济的发展和人民生活水平的提高，消费者对通讯产品的需求正在发生巨大的改变。同时，随着科学技术的不断进步，一方面互联网电商、社交电商等平台逐步兴起；另一方面新零售设备、工具的大量使用，整个零售行业都正在发生着巨大的变化。零售行业未来应该如何拥抱新技术、新需求的变化，在这种变化中获得长久的发展，是每一个零售企业关注的重要问题。 本文以通讯零售行业的代表企业——迪信通为例，首先对通讯零售行业的规模及潜力、行业竞争情况、消费者需求及行为进行了分析。其次结合内外部环境，对迪信通进行了深度的SWOT分析。在此基础上，对通讯零售行业进行细分、对迪信通的目标市场选择及市场定位进行了规划。再次围绕迪信通的目标市场定位和战略规划，从产品策略、渠道策略、定价策略、营销沟通策略等方面，提出匹配迪信通战略发展的具体营销策略。最后提出了为了有效保障策略的实施，需要从职能部门设计及总部-分公司的关系协调、人力资源、客户及产品数据收集及分析三个方面来提供相应的支撑。 本文得出的结论是：首先，打造线上线下全渠道销售平台，是当前形势下所有零售行业必须要遵循的内容。其次，针对垂直类的零售企业，尤其是经营低频消费产品时，要积极拓展产品的多元化。再次，针对新零售技术的发展，零售行业要积极运用新零售设备，拥抱新技术；运用好大数据，做好客户的精准分析。最后，在商品规划、促销沟通、客户服务、客户关系管理等方面，要做好差异化优势的构建，同时做好运营的优化和提升。
英文摘要：	With the development of economy and the improvement of people's living standards， the demand of consumers for communication products is undergoing tremendous changes. At the same time， with the continuous progress of science and technology， on the one hand， Internet e-commerce， social e-commerce and other platforms are gradually emerging; on the other hand， with the large number of new retail equipment and tools， the entire retail industry is undergoing tremendous changes. How the retail industry should embrace the changes of new technology and new demand in the future and achieve long-term development in this change is an important issue that every retail enterprise pays attention to. This paper takes one of the representative enterprise (Dixintong) of telecommunication retail industry as an example. Firstly， it carries out market analysis and SWOT analysis of the enterprise. It has a preliminary understanding and recognition of the external competitive environment， its own resources， advantages and disadvantages. Secondly， it conducts analysis of market segmentation， targeting， and positioning. Then from the tactics about product， channel， pricing， marketing communication， the author puts forward the specific marketing tactics matching Dixintong strategic development. Finally， in order to effectively guarantee the implementation of the marketing strategy and tactics， the author suggests three aspects of implementation guarantee， including department design and headquarter - branch relationship coordination， human resource， customer and product data collection and analysis. The conclusion of this paper is: first of all， to build an omni-channel sales platform is necessary for all retail firms under the current situation. Secondly， for vertical retail enterprises， especially low-frequency consumer products， we should actively expand product diversification. Thirdly， in view of the development of new retail technology， the retail industry should actively use new retail equipment， embrace new technologies， make good use of big data， and do a good job of accurate customer analysis. Finally， in merchandise planning， customer communication， customer service， customer relationship management and other aspects， we need to do a good job in the construction of differentiation advantages， while doing a good job in the optimization and upgrading of operations.
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