【作者】 雷波；

【导师】 安义中； 李世全；

【作者基本信息】 四川大学 ， 机械工程， 2002， 硕士

【摘要】 随着移动通信业务近年来的迅猛发展，无线寻呼业面临了前所未有的严峻挑战。对于已处于成熟期的寻呼产品而言，唯一的发展出路是产品创新与市场创新。本文以重庆农用寻呼产品更新设计的系统化研究为背景，力求将寻呼技术理论、营销管理理论与企业战略理论相结合，通过对重庆农村寻呼市场的相关环境分析、产品更新定位、研究设计以及产品转化为商品所需配套政策等诸多方面的综合性、系统性研究，以期对重庆寻呼企业的经营者在产品经营及市场拓展中起到良好的支持作用，并对整个市场的健康发展作出一份贡献。 基于本文的应用性特点，在参阅相关理论著作和资料的基础上，尤其注意实际工作的联系与调查研究，特别是从1998年担任重庆国信寻呼公司市场部经理一职以来，在论文的编写过程中，共查阅统计资料和杂志近40余册，整理、综合寻呼业资料文件近百份，处理了重庆国信公司大量的技术和销售数据，力求研究结果的实用性、准确性。 本文明确给出了重庆农村寻呼市场所需产品的特征及功能要求，同时清楚地指出每年的市场需求潜量约8千万元人民币的预测结论；在研究中综合应用产品剖析原则、产品定位方法、模糊综合评判等相关理论，成功地对现有农用寻呼产品实施新的功能设计；运用寻呼技术与工程技术实施对产品更新方案的技术实现；运用营销学的相关理论对更新产品在转化为商品中所需配套政策提出行之有效的建议，以保障公司战略的顺利实施。更多还原

【Abstract】 With the rapid growth of the mobile communication, the wireless pager is facing the great challenge. Now, the pager business is on the maturity phase, there will only be one way to develop it, that is product innovation and marketing innovation. On the basis of the wireless pager techniques, the marketing theory and the enterprise strategy theory, this paper analyzes the rural marketing environment that the pager business will face then researches systematically on how to realize product innovation and manufacturing commercially. The aim of this paper is to give some advice on the managers who is running the wireless pager business, and promote them to develop this business market healthy.The author was appointed to be a marketing manager of Chongqing GuoXin Telecom in 1998. To finish this research, the author refers to a lot of journals, reports and market analysis in this field. With his own experience, the author researches on a great many data from this business. It is the author’s wish that the results of this research are accurate and applicable.After researching, this paper points out the characteristics and required functions of the product in the target market clearly, predicts the potential demand of pager in Chongqing rural area is about 80 millions per year, finishes the function redesigning and innovation schemes. Besides these, this paper gives some suggestions on the marketing policy of developing the rural area business. All these are to guarantee the enterprise’s strategy to be able to carry out.更多还原