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论文编号：	2798
作者编号：	2120082503
上传时间：	2010/12/2 16:47:10
中文题目：	中兴通讯射频识别产品营销战略研究
英文题目：	Research on ZTE RFID Product Marketing Strategy
指导老师：	刘建华
中文关键字：	中兴通讯；射频识别；营销战略；产品生命周期
英文关键字：	ZTE corporation；Radio Frequency Identification；Marketing Strategy；Product Life Cycle
中文摘要：	随着物联网逐步确立为我国的战略产业，与之相关的射频识别行业也进入了行业高速发展期。射频识别又称为RFID，是一种收集基础数据的信息化技术，这种技术不仅为国家信息安全提供了重要保障，同时也是各行各业实际信息化需求的重要手段。 中兴通讯射频识别产品线是中兴通讯旗下无线产品线的一条分支，依托中兴通讯天津研究所平台及相关资源，相对其他产品独立发展。在发展过程中，伴随着相关配套政策的如期出台及整体行业如火如荼的高速前进，中兴通讯射频识别产品线在发展中看到希望也意识到问题的存在。 本文通过对营销战略的回顾，归纳了包括营销战略工具，营销战略理论的一系列内容，从而构建了本文的行文理论体系，并依据这些理论，对射频识别产品的发展中的问题进行了分析，并通过营销战略的实施，将产品线所覆盖的全系列产品的营销注意点进行了归纳和总结。 由于射频识别产品按频段可分为低频，高频，超高频和微波四个频段，而各自频段的产品又因为应用环境和时机的不同，处于具有差异化的产品生命周期，因而，本文着力通过将产品生命周期的相关理论与射频识别产品的实际问题相结合进行一定的探索。 针对不同的产品生命周期中不同频段产品，又根据其所处时期和产品特性的不同，在选择和制定战略中也突出了差异性，同时，结合生产产品的主体中兴通讯自身的文化、服务及项目化管理的相关企业特色对战略的实施进行了深入的分析。 应该说，射频识别行业的方兴未艾和国家对物联网产业的整体迅猛发展给了本文分析的根基和依据，从行业出发，通过对特定企业特定产品的了解和认知，进而进行分析和诊断，并在战略实施中找到适合个体甚至对行业有借鉴意义的合理化建议是本文的目标。 基于上述原因，本文力图通过对物联网射频识别行业及产品的剖析，整合出对企业有益的合理化内容，借助营销战略的相关总结及研究为中兴通讯射频识别产品线的经营和发展服务，进而对整个物联网行业的发展有所裨益。
英文摘要：	Things gradually established as a strategic industry for China, relating to radio frequency identification industry, the industry has entered a period of rapid development. Radio frequency identification, also known as RFID, is a collection of basic data of the information technology, which not only provides an important national security information security, but also the actual information needs of all walks of life an important tool. ZTE's RFID product line is one branch of wireless product line, based on ZTE's Tianjin Institute of platform and related resources, relative to other products of independent development. In the development process, along with relevant supporting policies and the overall industry in full swing as scheduled introduction of high-speed ahead, ZTE product line in the development of radio frequency identification see hope also aware of the problem. Based on the review of marketing strategy, marketing strategy are summarized, including tools, a series of theoretical content of marketing strategy in order to build the language of this theoretical system, and based on these theories, the development of radio frequency identification products, the problems were analyzed and through marketing strategy, product line full range of products covered by the marketing attention points were summarized and concluded. According to the radio frequency identification products can be divided into low frequency band, high frequency, UHF and microwave bands of four, and each band of product and because of different environments and timing, with the difference in the product life cycle, and therefore, this focus on product life cycle by the theory and practical aspects of radio frequency identification products, a certain combination of exploration. Product life cycle for different products in different bands, but also according to its geographical and product characteristics during the different strategies in the selection and development also highlights the differences, while the main products produced with ZTE's own culture, service and enterprise project management features related to the implementation of the strategy conducted in-depth analysis. It should be said, RFID industry in the ascendant and the state of things the whole industry to the rapid development of the foundation and basis of this analysis, starting from the industry, through the specific products for specific business knowledge and understanding, then the analysis and diagnosis, and found in the implementation of the strategy for the individual or even a reference to the rationalization of the industry proposed the goal of this article. For these reasons, this article seeks to things through the radio frequency identification industry and product analysis, to integrate the contents of the rationalization of corporate benefit, with the summary of marketing strategy and research related to radio frequency identification product lines of ZTE's business and development services, and on the development of the whole of things will benefit the industry.
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