中兴通讯数据产品市场营销策略研究

华中科技大学硕士学位论文中兴通讯数据产品市场营销策略研究姓名：刘鹏申请学位级别：硕士专业：工商管理指导教师：吴兆龙20051021I.,SWOT,:,,.,IIAbstractWiththesharpdevelopmentofGlobaldigitalcommunicationproducts,ZTE’sdigitalproducts,whichisoneofthemostimportantstrategicproductsinZTEdon’tgettheexpectedmarketshareafteraboutten-yeardevelopment,especiallycomparedwithourcompetitorHuawei.Therearequiteabroadgapinbrandwell-know,marketshareratio,pricecompetition,productscompetition,channeldevelopmentandsoon.ZTEfacesaseriousmarketsituation.ItisextremelyimportantforZTEtomakeanewmarketingstrategybasedonthethoroughanalyzeofexistingmarketcompetition.Inthearticle,theauthoranalyzesthemarketingstrategyenvironmentsofZTE’scommunicationsproductfirstly,thengetstheresultthatZTEfacesopportunitiesandmenacesinexternalmarketingstrategyenvironmentbasedontheanalyzeofdigitalnetworkproductsline’soutsideenvironmentsuchasmacroeconomicenvironments,productslinecompetitionsituation,marketdemandanalyzeandforecast,SWOTmatrixetc.AndthentheauthoranalyzesZTEinternalenvironmenti.ecorporation’sgeneralsituationandmarketing,andperspectivetheadvantageanddisadvantageofitscommunicationsproducts.FinallytheauthorthinksZTEfacesnotonlyhard-wonopportunitiesbutalsoseriousmenace.Combinedwiththeaboveanalyzeanddetailmarkettargetchoosing,theauthordothemarketorientationofZTE’scommunicationsproductsandfindsasuitablesolutionontheproductstrategy,pricestrategy,channelstrategyandpromotionstrategy.Inthepaper,theauthorchoosesscientificmethod,whichgetsmorecohesionwithintheoreticalandpracticalinsightsandcombinesquantitativeanalysisandqualitativeanalysis,toanalyzeandsolvepracticalproblemsbasedontheapplicationofmanagementtheory.Theresearchmethodshowsmorepertinenceandpracticability.Theresearchresultwilloffervaluablereferencetomarketingstrategy’sinstituteanddigitalproduct’sdevelopment.Keywords:CommunicationproductsNetworkequipmentMarketingstrategy□□111.152019851997A2004122004340[1]863IPv63Tnet86310%21000400580070%“”4“·50”WCDMACDMANGNGSM6022004CDMA72%CDMA1/3WLAN20051.2[2]3IT3COM,1.3422.12.1.11)201823A.C.1905“”,1911[3]2050“”60·,,1960··4PS7080,(CustomerSatisfaction)(+++)(+++)80(BrandEquity),·A·(Aker)5,[4],·“”(GlobalMarketing)[5]5(DonSchultZ)(IntegratedMarketing)1985,··(RelationshipMarketing)“”90,,4PS4[6]2AmericanAssociationofAdvertisingAgencies,4As————[7]6“”3)(1),“P”4Pps1953,,(NeiiBorden)7“”(Marketingmix)“”“”,,(12),(McCarthy)1960(BasicMarketing)4[8](Product)(Price)(Place)(Promotion),4P’S,“P”1967,·:4P’s2070,,“P”,“”(People),“”(Packaging)“P”1985,“”,“P”,(Publicrelations)(Politicalpower),4P(Probing)(Partitioning)(Positioning)(Prioritizing)12P[9]“P”4P“”[10]84P———24P4P[11](NeilBorden1964)4P[12](Kent1986)4P4P(fastmoving)4Pps4P94PP·(GostaMickwitz1959)19594P[13]4)1979200324[14]1979“”1999500“50”241020708024024(1978—1982)(1983—1985)19841“”(1985—1992):(1992—2002)11100:4CpS4RpS()21Internet——(5)21:21[15]12“”————[16]132.2[17][18][19]145[20][21]2-1[22]151633.13.1.11)WLAN200120033IT20047.2%20012003320.7%16.8%11.3%2004200520078.2%2000200315.4%[23]IT20042200418940131.6200311.2%9.0%200120043-1173-12001-2004200420032016.012.7%77.311.2%200120043-23-22001-200430Gbps8Gbps30Gbps8Gbps20042016.0237.911.8%1778.188.2%200477.350.865.7%26.534.3%2004183-33-320042004200470.1200329.6%IP2004[24]33GNGN21.6%2004AREmbratelFRAD(FrameRelayAccessDevice)540[25]194200420049400200318.2%20051312001-20042004292.3200330.4%200220022002392.500.5%200497.3%2385.1[26]20042004200430.870.131.1%29.6%[27]203-22003-200421.9%17.1%12.5%20043-4342004200424.2%21.6%20.1%3-3213-32004200520093G2008200520093-53-52004200820052009IP200520063G20%2007200920042004200922(CAGR)21.6%(CAGR)17.9%3-420042008InternetIPIP5)IP1CiscoJuniper2IP3505003Com2345JuniperEricssonCiscoNokiaIPv66)20051IPIP1996750[28]ZXR10ZXR10ZXB10ZXNM01IPCE24362002863IPv62002MPLSVPN2002ZXR102003IPv6IPv62004Ipv6Ready2004ZXR10100NGN1653.1.2CiscoJuniperFoundryExtremeMPCisco11198819991202000220200125085109000[29]1994ASIC25IPQuidwayNE80/40/20NE16/08/05R3600/R2600/1700R2500R1600200311173Com3Com3ComBruceClaflin51%3Com49%1500IP3Com1.6IP3ComQuidwayR464636261716——85655550003000200010003Com444942NBSWLAN3ComNE081605NE204080NE3Com3ComIPROUTERSWITCHWLANVOIPIP2622004NGNCN2NGN3COM2004113Com3Com3Com200532002CISCOIP3COM20043COM25100%50(273COM)100%20062003Com200321.2%3Com9.2%Cisco29.2%200321.6%Cisco41.6%3Com+3ComCisco2004200350%75%[30](4)IPDCN6002502004NGNCN2CRNET3Com3Com80030199420033Com3Com20043Com53ComQuidwayS2403H120%70%52820042CISCO[31](1)CiscoSystemsInc.198412199680CiscoIPCisco12000Cisco7500/7200/3600Cisco2600Catalyst6500/4000Catalyst3500/2900/1900//IPCISCOCSRCISCOJUNIPERCISCOCISCO(2)IPCisco12000Cisco7500/7200/3600Cisco2600Catalyst6500/4000Catalyst3500/2900/1900////29IPCiscoIP90%2Juniper70%20035020043516003000(3)CiscoListPrice30%-40%30%25%36%3)JUNIPER[32](1)JUNIPER199630JUNIPERJUNIPERIPQoSJUNIPERIPJUNIPERJUNIPERJUNIPERNETSCREENJUNIPERJUNIPER200411Juniper“BeyondtheInternet”JUNIPERNETSCREENM7iM10iJUNIPERJuniperISPGPRS3G(2)OEMOEMJuniperMExtremeOEMAXIAXI580AXI540AXI5202000OEMJuniperM40M20IP2001OEMJuniperExtreme(3)3110%4)[33](1)200012BigHammerFlexHammerHammerIP/IPI