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上海交通大学硕士学位论文上海基带通讯公司营销战略研究姓名：樊立群申请学位级别：硕士专业：工商管理指导教师：余颖200806012002,,,,SWOT,,,THERESEARCHONMARKETINGSTRATEGYOFSHANGHAIBASEBANDCOMMUNICATIONCOMPANYABSTRACTTheriseofthedigitaltelevisionhasbroughtgreatopportunitiestothebroadcastingandtelevisionequipmentindustry,theintensecompetitionaswell.Whichkindofmarketingstrategyshouldbeusedistheurgentissueforthecompanieswhicharerunningbusinessinsuchindustryforbettersurvivinganddeveloping.ShanghaiBasebandCommunicationCorporationistakenasanobjectofstudying.Foundedin2002,ShanghaiBasebandCommunicationCorporationisdoingthebroadcastingandtelevisionequipmentbusiness.Nowithasbecomeoneinfluentialcompanyinthatindustry.Theproblemshavebeenrisenwiththeexpansionanddevelopmentinrunningthebusinessespeciallyinthecontrollingoftheagents.FirstlyitisintroducedthatthebusinesssituationofShanghaiBasebandCommunicationCorporationandthenthemacroandmicroenvironmentisanalyzedbymeansofSWOT.Basedontheabovediscussionthemarketsegmentationandtargetingisdone,thestrategypositioningisdesigned.Thentheimplementationofthestrategyisstudiedwhichconsistsoftheproductportfolio,channel,pricingandpromotion.Theorganization,theconstructionoftheteamandtheenterprisecultureareanalyzedinthelastpartofthearticle.Itisputforwardthatthesuggestionabouttheeffectiveactionsforthestrategyimplementationinordertoaccommodatetheeverchangingmarketcompetitionenvironment.ItisexpectedtobeareferenceformakingandimplementingofmarketingstrategytotheothercompanieswhicharerunningthesamebusinessKEYWORDSbroadcastingandtelevisionequipmentmarketing,marketingstrategy,marketingportfolio200861200861200861MBA-1-11.12005200572728;;[1]1.212MBA-2-3BASEBAND41.3MBA-3-1Figure1frameofthesisThe5C’sCollaboratorContextCustomersCompetitorCompanyMarketSegmentationTargetMarketSelectionTargetMarketPositioningThe4P’sProductPlace/ChannelsPricingPromotionMBA-4-25C5C5C5(climate/context)customer(competitors)(company)(collaborators)52.1PESTPESTPoliticalEconomicTechnologicalSocialPESTMBA-5-2PESTFigure2AnalyseofthePESTFactor2.1.1120037%8%9%2004GDP159878GDP120059.9%182321GDP7.349.6%2006GDP21087114642006GDP11.1%0.42007MBA-6-(GDP)11.4%[1]2004GDP1598781823212108712349100500001000001500002000002500002004200520062007132004-2007GDPFigure3theIncreaseofGDPfrom2004to200720052.2%1.8%20041033200310.5%14.4%2005220051000MBA-7-GDP10002004GDP1000[2]GDP///2.1.2200551%WTO[1]MBA-8-2.1.312090[3]22090200512311.11200418.1%643050.2%495019%IPv47439109153.9%CNCNCN2000100MBA-9-300121IPv6IPv6IPv4IPv6IPIPTV[4]32000NGN2003NGN2005NGNNGN20051026NGNNGNNGNMBA-10-2006120TD-SCDMATD-SCDMATD-SCDMA3GTD-SCDMATD-SCDMATD-SCDMATD-SCDMA3GTD-SCDMAIPIP4MBA-11-2.1.41200623MBA-12-452.2MBA-13-2.2.1---()1234205/120001114592.81MBA-14-2.2.280%1353626032989169216915602040608010012014016018014Figure4theAmountProportionofalllevelsTVStationsMBA-15-05010015020025030050050015001500500050005Figure5thecomparisionofexpenditureofalllevelsTVStations//1Table1sortofthecustomers///56%29%15%17%37%46%1MBA-16-////01020304050606Figure6theChoiceofProductSpecialtyfromHighTechnologyMarket4BASEBANDBASEBANDEVERTZEVERTZMBA-17-0510152025303540EVERTZNETWORKHARRISARTELORTEL7Figure7thePossessiveRateofProductswithHighTechnology5/70%30%/4%12%14%26%44%10%10%--20%20%--30%30%--40%50%8Figure8theExtentofDigitalofHighTechnologyMarketMBA-18-7BASEBAND0510152025309Figure9theInvestigationofHighTechnologyMarketCustomer’sdemand/25/BASEBANDMBA-19-35%29%22%6%8%10%10%--20%20%--30%30%--40%50%10Figure10theDigitalExtentofMiddlingTechnologyMarket02040608010012014016011Figure11theChoiceofProductSpecialtyfromMiddlingTechnologyMarketMBA-20-3BASEBAND05010015020025030035012Figure12theChoiceofProductSpecialtyfromLow-gradeTechnologyMarketMBA-21-050100150200250300350ORTELARTELHARRISNETWORKEVERTZ13Figure13thePossessiveRateofProductswithLow-gradeTechnology2.3.[5]MBA-22-2.3.1[7]2.3.214.Figure14MichaelPorter’s5CompetitiveForceFormerMBA-23-[8]/32.3.3[9]MBA-24-2.3.4basebang200320075003404506498001308020040060080010001200140020032004200520062007152003-2007Figure15theAmountofManufacturerfrom2003to2007[10]NDTMBA-25-2.3.5[6]1232.4Baseband/MBA-26-Baseband/BasebandBaseband2.3.5basebandbasebandbaseband2.52.5.12003MBA-27-EVERTZARTELORTELCKULXAvitechVideo2.5.220027-20123254421667890-2000200400600800100020022003200420052006200716Figure16thePayoffStatussincetheFoundingMBA-28-2.5.3SWOTSWOT[11]SWOT17SWOTFigure17theMatrixAnalysisofSWOTMBA-29-SO[12]2SWOTTable2analysisofcompanybymeansofSWOTstrengthweakness//////opportunitiesSOWOthreatsSTWTMBA-30-3STPSegmenting[13]TargetingPositioning18STPFigure18theProcedureofSTP1.2.3.4.5.6.MBA-31-3.1,,,,,,,,(),,,[14]123453.1.1BonomaShapiro123453.1.2MBA-32-1219Figure19:theSegmentationofBroadcastingandTVIndustryaccordingtotheTechnicalMBA-33-20Figure20theDistributionofSalesTerritory321Figure21theTargetClientsofCompanMBA-34-453.23.2.1,[14]1233.2.2[15]MBA-35-1.2.3.4.5.M-P-22Figure22theSelectingModeofTargetMarket3.3[16]MBA-36-3*323Figure23thePartitionofMarketaccordingtothePriceandQuality4784785263691212123456789MBA-37-44P[16]24Figure24theCompoundingAnalysisofProductDistributi