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华中科技大学硕士学位论文罗德与施瓦茨公司无线通讯测试仪器市场营销策略研究姓名：张庆申请学位级别：硕士专业：工商管理指导教师：袁建国2010-10-28I15%PESTSWOTR&S-IIAbstractRohde&Schwarz,Asoneleaderofthewirelesscommunicationstestequipmentmarket,inthefaceofwirelesscommunicationstechnology,whileconstantlyupdated,isalsofacingmorecompetitorsinthefiercecompetition,resultinginlowerproductsalesmargins.Andthecompany'swirelesscommunicationstestequipmentsuchasmobilephonetester,spectrumanalyzer,signalGeneratorandothertraditionaltestinstruments,andconstantlyattackedbyrivallow-coststrategy,Howtomaintainmarketshare,andhowtomaintaintheprofitabilityofproducts.Andhowtoexpandthecompany'sVectorNetworkAnalyzermarketshare?Toensuringa15%annualgrowthrequirementsfollowingRohde&Schwarzcompany’srule,todoin-depthstrategicanalysisthroughtheuseofmarketingknowledge,marketingmanagement,theuseofPESTmodel,SWOTanalysismodel,fiveforcescompetitivemodel.Dependontheexternalenvironmentandinternalenvironmentofthein-depthanalysisoftheRohde&Schwarzofexistingthreatsandopportunities,aswell,andcompetitorscomparedtothegapsandstrengths,basedonmarketingtheory,frombrandstrategy,productstrategy,pricingstrategy,saleschannelstrategy,putforwardthecorrespondingmarketingimplementationofthestrategytoachievetheRohde&Schwarzcontinuetoexpandproductmarketshare,growthraterequiredtomaintainthecompanyaswellaswirelesscommunicationstestequipmentmarket,profitabilityandsustainabledevelopment.Throughtheaboveanalysis,theauthorbelievesinthebrandstrategy,ROHDE&SCHWARZshouldcontinuetomaintainitshigh-endtestequipmentprovider'sbrandimage,ensuringproductsofhighaddedvalue,whilethelow-endtestequipmentmarketwithotherbrands–HAMEG,toexpandtheirlow-endproductmarketshare.Intheproductstrategy,inadditiontotheirownadvantagetomaintainmobilephonetester,spectrumanalyzer,signalGenerator,andotherproducts,Toexpandthevectornetworkanalyzers,oscilloscopesandotherinstrumentslargermarketshare,ensurethecompany'ssalescontinuedtogrowth.Andtheestablishmentofmoresaleschannels,andamorecomprehensivepre-servicesystem,strengthenthenetworkmarketingandtechnicalsupporttotheChinesewebsite,sothatproductscanreachmoresmallandmediumsizedcustomers,ensurethecompanytofurtherexpandmarketshare.Keywords:ROHDE&SCHWARZ,WirelessCommunicationMarketMarketingStrategy□□(“√”)::111.11.1.110GSMGPRSWCDMACDMA2000ATD-SCDMAWiMAX,LTER&SAgilentAnritsuAeroflexSpirentLitepointR&SR&SR&SEMCSCHWARZBECH,EMTEST,ETSR&SWiMAX2LTER&SR&S1.1.215%10%15%10%1.1.331.2[4]SWOT[5]1LISALeadInSpectrumAnalyzer243-4AWR561.312PESTSWOT·PESTSWOT1-15---SWTOT1-1622.1R&SLotharRohdeHermannSchwarz19337500[41]2009R&S1580%300kHz3GHz85%DABDVBATSCMPEG2770%[41](EMC)EMCEMCEMIEMSEMCEMC[41]2.22.2.12-11997200819982008108020040060080010001200140016001997-19981998-19991999-20002000-20012001-20022002-20032003-20042004-20052005-20062006-20072007-20082-1750040%30%15%2-12-2200220088014075%200258902008750027%6160635069007200750058900100020003000400050006000700080002002-20032003-20042004-20052005-20062006-20072007-20082-220099PrimeDate2009AgilentR&SANRITSUAEROFLEXTektronixAdvantest,2-3SalesR&SBasket02004006008001,0001,2001,4001,6001,8001999200020012002200320042005200620072008SalesmUSDAgilentR&SAnritsuAeroflexTektronixAdvantestR&SBasket:MRT,SpA,NwA,SG,ArbG,PowM,AA/Source:PrimeData2-3PrimeDate2-319992008MarketSharesR&SBasket0%10%20%30%40%50%60%1999200020012002200320042005200620072008MarketshareAgilentR&SAnritsuAeroflexTektronixAdvantestR&SBasket:MRT,SpA,NwA,SG,ArbG,PowM,AA/Source:PrimeData2-4PrimeDate102-41999199957%200843%199915%200830%10%19992009101999GSMWCDMA3G2-12-520%66.7%2-12501901701301301002304012401114%10%10%8%18%5%15%20%2-52.2.21985100199930%40%70%50-60%[44]2-6121412.69.69.36.754.94.94.63.10246810121416millionEuro2-62009102.3“PushingLimit”12313451433.13.1.1[11]3G2009-201113%201145Frost&Sullivan3-133.7%17.3%16.1%13.1%60%[11]3G/4GRFID1533.70%17.30%1.40%16.10%6.30%8.40%13.00%1.60%2.20%3-1Frost&Sullivan34.6~5.3%20073-13-110No.Name1Agilent2Tektronix3Rohde&Schwarz4Fluke5Lecroy6Anritsu7Yokogawa8Advantest9Aeroflex10KeithleyFrost&Sullivan2007083-11681%3.1.21WTOOEMOEMFOXCONNFLEXTRONIXBYDOEMiSuppli20094.04200821%2.4437%1234%[38]241R&S173TD-SCDMATD-SCDMATD-SCDMA3GTD-SCDMATD-SCDMATD-SCDMATD-SCDMA4TD-SCDMA5183.2PESTPESTPoliticalEconomicSocialTechnologicalPEST[2]PEST[3]3.2.1PoliticalFactors13GGCFGlobalCertificationForumPTCRBIEEESAR(SpecificAbsorptionRate)SAR,W/kg19ICNIRPSAR2W/kgFCCSAR1.6W/kgSARYD/T1644.1SARSAR23TD-SCDMA3GTD-SCDMATD-SCDMA440GHz203.2.2EconomicFactors2000201020002010122000CMU20020%2009CMU20035%20082008200920%2009CMU200[39]20084200610020102110[40]3.2.3SocialFactors12SAR,OTA33.2.4TechnologicalFactors12GGSM3GWCDMACDMA2000TD-SCDMA4GLTEWiMAXWi-FiLTE222“”-VirtualInstrumentVICPU[12]3SDR4CPUDSP[13]2344.1·[10]4.1.14.1.25102415%20%R&S4.1.3PXI[9]4.1.4[10]254.1.54.24.2.11999[42]12GPIB3264ADSAdvancedDesignSystem4.2.2,50%18951990(WILTRON)[43]GSM10%27CMU20089603GGSM/WCDMACMU2008960TD-SCDMA3GTD-SCDMA8820GSMTD-SCDMAWCDMA8820CGSMWCDMA[7]4.3SWOTSWOTStrengthsWeaknessesOpportunitiesThreatsSWOTSOWT[9]SWOTSWOT[1]11AEROFLEX15%[8]DesignHouseTestHouse282GSMWCDMAHSDPAHSUPAHSPA+