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上海交通大学硕士学位论文上海电信跨国制造业大客户消费需求及个性化营销研究姓名：金莉茗申请学位级别：硕士专业：工商管理指导教师：李乃和20070128,MBASWOT,THERESEARCHOFDEMANDFEATURESANDPERSONALIZATIONMARKETINGFORSHANGHAITELECOM’SMULTINATIONALMANUFACTURERABSTRACTWiththequickdevelopmentofinformationtechnologyandnationaleconomy,thetelecommunicationmarketisfullofcompetencesincetheinternalandexternalenvironmentischanginggreatly.AsthemonopolyinChinesetelecommarketwasbrokenupandcompetitionisintroduced,telecomcarriersarefacingmarketcompetition.Allthetelecomcarriesarecompetingfortheclientresourcesandthecontestforkeyclientisfiercethanothers.UsingtheknowledgefrommyMBAcoursesandalsofrommyexperienceinpracticethethesistriestoperformastudyontheenvironmentanddemandfeaturesofChinesetelecomkeyclientmarket.ThemultinationalmanufacturerfromShanghaiTelecomisfocusedandanalyzedindetailondemandfeaturesbecauseofitsrepresentativecharacter.Andpersonalizationmarketingissuggestedbasedonthekeyclient’sdemandfeatures.Firstly,thisthesisdiscussesthegeneralbackgroundoftelecommarketandthecompetitiondistributionoftelecomoperators.ThenweanalyzethesituationoftelecommarketbythecompetitiontheoryofMichaelBolter.Afterthatthethesisintroducesthedefinitionandclassificationofkeyclientmarket,analyzesthestrategicimportanceofkeyclientstotelecomoperatorsandkeyclientsconsumptionbehavior'scommonfeature.AfterthatmultinationalmanufacturerisintroducedandSWOTtheoryisusedtoanalyzethecompetitionsituationofmultinationalmanufacturermarketing.Thethesisstudiesthestatusandtrendofmultinationalmanufacturer’sinformationconstructionindetailbecauseitstelecomdemandisinterrelatedwithinformationconstruction.Multinationalmanufacturer’stelecomdemandisdifferentinitsdifferentinformationconstructionstage.Thethesisdividesmultinationalmanufacturerbyfourstagesandthenanalyzesitstelecomdemandindetailaccordingtodifferentstage.Basedontheanalysisabove,thethesisproposesdetailedsolutionsofpersonalizationmarketing.Firstlythethesissuggestsdifferenttelecomproductmixaccordingtodifferentstage.Secondlythethesispointsoutsomespecificservicefor.multinationalmanufacturer.Thepaperdrawstheconclusionthatallthetelecomoperatorsshouldunderstandcustomer’sdemandontheirposition.Withthemorefiercecompetence,thewinnerisgiventothosewhosatisfiedkeyclient’sdemandwithproductandservicemarketingmix..KEYWORDS:keyclient,telecommarket,personalizationmarketing,multinationalmanufacturer20061252006122320061223MBA-1-1.11.1.120025WTOWTOWTO()MBA-2-1.1.220063138.910.7%3138.910.7%20061486.836530.13294.342637.1856.79.1%848.79.1%1-12003-2006FIGURE1-1Telecommunicationmonthlyincomefrom2003to2006MBA-3-1-22005FIGURE1-2TelecommunicationIncomecompositioninthefirsthalfyearof20051-32006FIGURE1-3Telecommunicationincomecompositioninthefirsthalfyearof20061-11-21-3200346.5%2.980.8520052.820.97MBA-4-1-42006FIGURE1-4Increasingrateofdifferenttelecombusiness’sincomeinthefirsthalfyearof20051-418.1%24.3%2.3199368.8%200313.8%,200610.7%.“”1-52004-2006ARPUFIGURE1-5ARPUvalueComparisonbetweenPhysicaltelecommunicationandMobiletelecommunicationfrom2004-2006MBA-5-1-5ARPUARPUARPUARPUARPU1231.2:1.2.14400)“”“”MBA-6-1.2.2“”90002030200611005001.2.3MBA-7-1.2.41.2.5IPIPIP10M/100M/1000M“”.MBA-8-IPATM()DDN()MBA-9-2.12.1.180/20,VilfredoPareto190620%80%JosephM.JuranParetoprinciple80%20%802020MBA-10-2.1.21:20%--30%2::;3150012:MBA-11-.2.22.2.1NTT6505200NT9%;50025%0515013020%15001510%10000.06%31%37%2.2.21()MBA-12-2ARPU530-50()2.2.3“”10.10.78.0GEIBMIPMBA-13-“”50%22M2,15103“”MPLS-VPNMultiProtocolLabelSwitchingVirtualPrivateNetwork)IPMPLS-VPNAT&T,MCI,BT,EQUANT2.2.4MBA-14-:2.3200663006024015003002.3.12-1MBA-15-2-184.2%14.5%1.3%4.8372.2%25.8%1.7%0.3%4.7072.5%23.4%3.4%0.7%4.6855.7%31.4%12.5%0.3%4.4245.3%42.6%11.1%1.0%4.3248.8%35.5%12.7%2.7%0.3%4.3045.2%38.1%13.7%2.7%0.3%4.2543.0%38.9%16.8%1.3%4.2332.9%37.9%26.2%2.7%0.3%4.0031.0%39.3%26.7%3.0%3.981-5152.3.2MBA-16-0%10%20%30%40%50%60%70%////IT()//2-1FIGURE2-1Decision-MakingDepartmentforTelecomproductpurchasingIT()//IT()//ITIT;MBA-17-2.3.3().MBA-18-2005996.768556.1%1444.2138.281.2%80317045.2%247.488.58222.6679.72500115005003.13.1.12000,MBA-19-1.53-13-1Figure3-1ShanghaiTelecomOrganizationStructureChart3-1100MBA-20-3.1.2110000100002150085003-1200520061-1015001765141575507.1%8500127660103397-2.8%3041742609472.9%3-120051000030.417.6515%58%20061-107.1%2MBA-21-56.14%73.29%72.61%45.39%26.91%27.29%0.00%20.00%40.00%60.00%80.00%100.00%45.39%26.91%27.29%56.14%73.29%72.61%3-22005FIGURE3-2TelecommunicationincomecompositionofShanghaiTelecom’sbusinesscustomerin20053-2T056.14%MBA-22-315001320053-22005200525,92514.69%19,60411.11%18,60810.54%16,3719.27%14,4518.19%14,0897.98%14,0247.94%11,5776.56%10,7006.06%9,9805.65%9,2835.26%8,2574.68%3,6452.07%176,515100.00%650,43.3%,4,500,77%.MBA-23-3.23.2.1200545044%,1500650,50050020054.120047.5%061-43-320061-4FIGURE3-3TelecommunicationIncomecompositionofmultinationalmanufacturerFromJanuarytoApril,20063-364%36%061-434%11%19%9%16%2%7%2%11.MBA-24-3.2.212500MBA-25-4.1SWOTstrengthweakness(opportunity)threat4.1.1178315.661.82140002000700130MBA-26-3490010004.1.212MBA-27-310%44.1.31WTO2ITM