【作者】 刘刚；

【导师】 顾穗珊；

【作者基本信息】 吉林大学 ， 工商管理， 2008， 硕士

【摘要】 目前正处于世界性的金融危机中,在这种环境下西方传统的通信设备制造企业正面临着越来越大的资金压力和经营困难,已经有国际通信设备制造企业呈现出收缩趋势。这对于中国通信设备制造企业而言正面临难得的发展机遇,中国通信设备制造商可以利用强大的研发实力、低廉的劳动力成本迎头赶上,是实现历史性超越最佳时机。而在企业的各项能力中,市场营销(Marketing)能力是其他各项能力的牵引力和基础,对于提升通信设备制造企业的市场领导力、盈利能力和战略制定的准确性都发挥着至关重要的作用。本文试图从构建企业核心竞争力的重要能力——市场营销(Marketing)能力方面入手,根据市场营销理论和工具,分析通信设备制造企业所面临的市场环境、竞争格局及其特点,并对国内外优秀通信设备制造企业以及AY通讯设备有限公司的市场营销战略、策略、发展趋势以及文化和组织架构特点进行对比分析,进而对AY通讯设备有限公司的市场营销策略提出建议,并能够以此促进中国通信设备制造企业市场营销(Marketing)能力的提升,从而为增强中国通信设备制造企业乃至制造业的核心竞争力而做出贡献。更多还原

【Abstract】 In the last few years communication equipment manufacturing enterprises in China development is rapid, already became in national economy various industries to be most active, one of most active precursive high-tech industries, in anticipated future quite long period of time, domestic and the international communication equipment manufacture profession the sustained growth, Our country Communication equipment Enterprise was still facing the rare development opportunity. Looking from the present situation, our country communication equipment manufacture profession is also most has the possibility internationally to realize the whole breakthrough profession, is can promote our country overall manufacturing industry technical level and the profit margin profession large scale, has the possibility to set up the competitive advantage for a long time the profession. And, regardless at present is the sign which the international market or the domestic market communication equipment manufacture profession appears competes excessively, the field conformity and mixed the cards soon starts or already carried on, in this case market marketing ability became the decision enterprise competitive power the important target. Therefore, the communication equipment manufacture profession’s market marketing strategy research has the possibility to have the influential role to the domestic communication manufacture profession promotion enterprise competitive power. This article (Marketing) ability aspect obtains from the construction enterprise core competitiveness’s important ability - - market marketing, according to the mature market marketing theory and the tool, the union communication equipment manufacture profession’s market environment, the competition and own characteristic, through to present international and domestic has the competitive power communication equipment manufacturer to carry on the example analysis, regarding the AY Communication Equipment Co., Ltd.’s market marketing strategy, the enterprise culture, the organization construction as well as the personnel quality request and so on put forward the improvement proposal.Before this Marketing strategy aspect conducts the research regarding the communication equipment manufacture profession market marketing to be relatively few, particularly to has the competitive power communication equipment Manufacturing firm to conduct the empirical study to be less. This article author holds public office for a long time in the domestic communication equipment Manufacturing firm, has been engaged in the specialized market marketing and the sale (Marketing & Sales) works, regarding industry in the market Marketing the strategy aspect has conducted many year research. Therefore this article from enterprise actual combat angle embarking, has carried on the massive investigations, the collection, the crabbing, has carried on the analysis to the present communication equipment manufacture profession’s marketing strategy, key sought HUAWEI, Ericsson, AY and so on aspect and so on enterprise’s thoroughly market marketing patterns, strategy, personnel quality characteristics and the superiority. This article has provided the massive actual combat case for the communication equipment manufacture profession market marketing ability construction, proposes in view in communication equipment Manufacturing firm market aspect and so on marketing strategy, strategy, culture, organization constructive opinions and the suggestion.Through the analysis, this article thought communication equipment Manufacturing firm market Marketing the goal is understands and satisfies the customer the demand to strengthen enterprise’s core competitiveness, sharpens the profit ability, raises the market share. The construction communication equipment Manufacturing firm market Marketing ability method draws close to the customer, through to customer (communication operator) as well as customer customer (final consumer) the demand potential demand carries on the guidance and the excavation particularly, and take this as the foundation formulation corresponding strategy, the strategy, the organization, the construction and the customer close relations, can cause the enterprise like this to establish the competitive advantage in the market competition. communication equipment Manufacturing firm when the formulation has the competitive power market marketing strategy and the strategy, needs to grasp the following three principles: 1st, sets up reliably take the customer as the central management idea, the time attention customer profit condition, the attention customer and the final customer demand; 2nd, must instruct the market marketing strategy by the correct enterprise strategy, instructs the market marketing strategy by the appropriate market marketing strategy; 3rd, the market marketing needs the enterprise, in the strategy is correct, the flow is smooth, in the management perfect foundation, creates and detains the customer the process, is the enterprise overall strength, synthesis strength manifestation.At present is being in the worldwide basis financial crisis, the Western tradition’s communication equipment Manufacturing firm is facing more and more great fund pressure and the management difficulty under this kind of environment, already had the international communication equipment Manufacturing firm to present the contraction the tendency. This speaking of China communication equipment manufacture profession is facing the rare development opportunity, China communication equipment Manufacturing firm may use the formidable research and development strength, the inexpensive labor force cost to try to catch up, is realizes the historicity to surmount the best opportunity. But in enterprise’s each ability, the market Marketing ability is other each ability force of traction and the foundation, regarding the promotion communication equipment Manufacturing firm’s market leader strength, profit ability and the strategic formulation’s accuracy is playing the very important role.更多还原