中兴公司南京区域市场开发研究

【作者】 王建伟；

【导师】 钱敏；

【作者基本信息】 南京理工大学 ， 工商管理， 2001， 硕士

【摘要】 信息产业的高速发展，对当今社会的各个方面都产生了难以估量的影响，同时也为一大批致力于高新技术发展的企业提供了开拓的契机。中兴通讯公司便是其中的佼佼者。 本文所述的南京帧中继区域市场开发正是中兴通讯公司市场营销战略的缩影，帧中继技术，是近年来迅速发展起来的网间互联技术，帧中继技术的实现，将有助于提高数据处理速度，降低上网费用。 本文以该技术在南京市场的营销开发为切入点，从分析南京市场状况及竞争对手入手，对平时营销活动中易被忽略的市场调研给与了详细的描述，从而确定了企业产品的市场定位及营销策略，其中的CA认证机构是一种新的营销尝试，最后以区域市场管理结束。 笔者认为，营销策略的实施并非营销的核心，实施前的充分理论准备，才是营销的关键所在。因此文中运用现代营销原理，将中兴通讯公司江苏办事处南京市场开发过程系统化，避免了以往市场开发中的盲目性和随意性。对一般企业尤其是通讯行业企业有一定的借鉴意义。更多还原

【Abstract】 The speedy IT development has exerted substantial influence on all aspects of our society and begot many valuable opportunities for a great number of high-tech-oriented enterprises at the same time. Zhongxing Telecom Group Corp. is an elite of them.This thesis is to tell the regional market development of which is an epitome of the marketing strategy of Zhongxing Telecom Group Corp. Frame Relay which has just been developed in the recent years, is a networks’ interconnecting technique which can help to enhance data-processing speed and reduce net service fee.This thesis, riveting on the market development of Frame Relay in Nanjing, starting by analyzing Nanjing market and the competition in it, describes in detail the market investigation always overlooked in marketing activities, so that the product orientation and marketing strategies are decided, of them the CA Evaluation Commission is a new marketing trial, and ends with regional market managementThe author says the core of marketing is not the implementation of marketing strategies, but the beforehand preparation. So it systematically tells with modern marketing principles the whole marketing process undertaken by Jiangsu Office of Zhongxing Telecom Group Corp., which keeps free of traditional "aimless marketing" and sets a good example for other enterprises who plan regional marketing.更多还原