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论文编号：	8988
作者编号：	2220130950
上传时间：	2016/12/15 13:29:00
中文题目：	京信公司市场营销策略研究
英文题目：	Study on marketing strategy of COMBA Telecommunication Company
指导老师：	吴晓云
中文关键字：	通信设备制造；PEST分析；SWOT分析；营销策略
英文关键字：	Telecommunication equipment manufacturing; PEST Analysis; SWOT Analysis; marketing strategy;
中文摘要：	随着改革开放的不断加深，我国通信设备市场竞争日趋激烈，由于产品同质化非常严重，导致一些设备厂商不惜采用“价格战”扩大市场份额，在市场中恶意竞争，而且这种情况愈演愈烈，形成恶性循环。这种不理智的市场竞争造成企业利润下滑，甚至面临亏损的局面。对此，部分企业开始意识到行业发展的危机，以更加理性的竞争扩大市场份额，着手制定新的市场营销策略。本文就新形势下通信设备制造业的市场营销策略展开深入分析，使企业对自身产品能够进行科学的定位，并将其上升到企业战略的层面，通过运用4P营销策略等市场营销手段和工具推动产品销售额的增长。 本文选择京信公司为研究对象，它是一家从事通信设备研发、制造和销售的企业。作者首先对市场营销的4P理论和STP理论进行介绍，阐述了论文中使用到的研究方法进行梳理，为全文的研究提供理论基础。论文接着分析了京信公司的营销环境。按照PEST框架，论文分析了公司所处的宏观环境，借助五力模型分析了行业竞争状况。然后，作者从经营管理、研发和制造角度分析了企业内部环境。在此基础上，作者总结出公司的优势和劣势，面临的机会和威胁。然后，从用户类型、产品功能等维度对通信设备制造市场进行了细分，为京信公司选择了合适的目标市场，指出其市场定位。最后，提出公司的市场营销策略。在产品策略方面要结合市场需求加大新产品开发，适当延伸产品服务功能；在价格方面，根据用户和市场的不同实施差异化定价策略，同时给予适当折扣；在渠道方面，公司应该做好现有渠道优化，同时适当开发代理商，并加强对其日常管理和激励；在促销方面，公司应该打破传统促销的固有格局，在促销方式上进行创新，促进企业营销策略的多元化与多样化。此外，为了确保企业营销活动的顺利推进，论文提出了相应的保障措施，帮助企业不断提升营销能力。 本文的研究能够帮助京信公司明晰自身的营销环境，制定科学合理的营销策略。同时，论文对于通信设备制造行业的其他公司也具有一定的参考价值。
英文摘要：	With the continuous deepening of reform and opening, the competition of communication equipment market in China is becoming increasingly fierce. Because of the product homogeneity is very serious, it leads to some equipment manufacturers at the use of "price war" to expand market share, malicious competition in the market. With this situation intensified, the market formed a vicious circle. This irrational market competition caused the decline in corporate profits, and even face a loss situation. In this regard, some enterprises began to realize the crisis of the development of the industry. Through a more rational approach, competitors expand market share and set out to develop new marketing strategies. In this paper, the new situation of the communications equipment manufacturing industry's marketing strategy to expand in-depth analysis. This article can help the enterprise to carry on the scientific localization to the product, and it rises to the level of the enterprise strategy. The paper uses 4P marketing strategy and other marketing tools and tools to promote the growth of product sales. This paper choose Comba Telecommunication as the research object, it is a company engaged in communications equipment research and development, manufacturing and marketing enterprises. First of all, the author introduces the 4P theory and STP theory of marketing, expounds the research methods used in this paper, and provides theoretical basis for the full text research. This paper then analyzes the marketing environment of Comba Telecommunication. In accordance with the PEST framework, this paper analyzes the macro environment, using the five forces model to analyze the industry competition situation. Then, the author analyzes the internal environment of the enterprise from the point of view of management, research and manufacture. On this basis, the author summed up the company's strengths and weaknesses, opportunities and threats faced. Then, the paper makes a subdivision of the communications equipment market, from the user types, product functions and other dimensions. At the same time, the paper chose the right target market for Comba Telecommunication, points out that market positioning. Finally, the paper puts forward the company's marketing strategy. In product strategy, the company should increase new product development efforts, according to market demand, and extends the service function of the product in a certain degree; in terms of price, the company will implement different pricing strategies according to different market conditions and the user, at the same time the company to give customers the appropriate discount. This study can help the company to clear their own marketing environment, formulate scientific and reasonable marketing strategy. At the same time, the paper also has certain reference value for other companies in the communication equipment manufacturing industry.
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