北电网络中国市场的营销策略研究

【作者】 阳曙；

【导师】 张德鹏；

【作者基本信息】 广东工业大学 ， 企业管理， 2003， 硕士

【摘要】 九十年代以来，以信息产业为代表的高科技产业得以高速发展，成为了各国经济发展新的增长点。在经历了较长时期高速增长后全球电信业近年来增长放慢，逐渐进入调整期；而市场潜力巨大的中国电信行业在中国经济良好的环境下仍然保持较快的增长，对于全球一流的电信设备制造商 北电网络，如何在中国市场更好地发展，具有重要战略意义；尤其是中国加入WTO后将给中国电信业带来良好的发展机遇，进一步研究北电网络中国市场的营销策略，使北电公司在中国通信设备市场占有更多市场份额，对北电网络全球业务的发展至关重要。 中国的通信服务业经历了较长时期的高速发展，随着WTO的加入，电信服务业改革的进行，中国电信行业的市场主体结构和竞争局面开始发生重大转变，电信业务及运营体制逐步转型。本文介绍了中国通信设备市场的现状、顾客群体、目前营销模式，初步分析了我国通信设备市场的需求空间和发展前景。 跨国公司要想成功开拓中国市场，必须了解中国的政治、经济和市场环境。本文介绍了北电网络在中国市场的宏观环境和微观环境，根据中国通信业务的需求情况，从固定电话业务、移动电话业务、数据业务等主要的电信业务发展趋势来研究通信设备市场的需求空间，从通信技术的发展研究通信设备市场新的机会；初步分析了中国加入WTO和中国电信行业改革对中国通信设备市场的影响，明确了北电网络在中国市场的主要顾客；以产品为界，从技术、价格、服务、市场占有等方面确定了北电网络开拓中国市场的主要竞争对手，并与竞争对手进行了对比分析，采用SWOT方法分析了北电网络在中国市场竞争的优势和劣势，以及北电网络开拓中国市场的机会和面临的挑战。 本文根据中国市场电信业务和主要产品的分类，细分通信设备市场，同时结合北电网络通信产品的特点，选择了北电网络在中国市场的目标市场；明确了重点的细分市场和需要退出市场的产品，并确定了北电网络在中国市场的定位。 确定了北电网络的目标市场后，针对中国电信设备产业市场的特点及中国通信设备市场主要买主的需求，本文从产品、价格、渠道、促销(4P)分析了 广东工业大学硕士学位论文北电网络中国电信设备市场的营销策略，运用关系营销和知识营销，大力开展本土化营销以求得北电网络在中国电信设备市场的长期发展。更多还原

【Abstract】 Information technology industry has fast developed since 1990 and becomes the increasing point of economic development. Telecommunication industry all over the world is growing slower in recent years and steps into adjusting period. However telecommunication industry in China still keeps fast growth under the good economical environment of China. Especially for China entry into WTO, there will be much more good developing opportunities for the telecommunication industry in China. It is very important for Nortelnetworks , one of the excellent manufactures of globe telecommunication equipment, to study the marketing strategy and to develop China market better.Along with China entry into WTO and the reform of industry, the industry of telecommunication services has developed significantly. The marketing structure and competitive situation of telecommunication operators begin to change a lot. The business and operation system model of the industry are changing gradually. This essay describes briefly the current status of China telecommunication equipment market, marketing mode and customer groups, and have a primary analysis for the demanding space and developing vision.International company must understand the political, economical and technical environment in China if they want to exploit China market successfully. This essay introduces the environment for Nortel in China. Based on the requirement of China telecommunication business, Studies the demanding space for China telecommunication equipment market from telephone business, mobile business, data business and other telecommunication business developing trend, and explores new opportunities by the development of telecommunication technology. The essay also analyzes some effects on the telecommunication equipment market by the reform of China telecommunication business, identifies the main customers to Nortel in China market; clarifies the main competitors of Nortel in China with respect to the product, price, service, market share and so on. The essay also educesmthe competitive superiority and weakness of Nortelnetworks in China market, and analyzes the challenges and opportunities for Nortelnetworks to develop China market with SWOT method.Based on the business and type of main products in China telecommunication, The essay segments the market of telecommunication equipment. Connecting with the characteristics of telecommunication products of Nortelnetworks, the essay selects the corresponding target market in China telecommunication. Meanwhile, the market position for Nortel in China is clarified.After the confirmation of target market, in order to better develop China market for Nortelnetworks, the essay proposes the tactics of product, price, place, promotion(4P), relationship marketing and knowledge marketing. What is more, the paper points out that Nortel should apply for local marketing so that Nortelnetworks can have very good achievement in China telecommunication equipment market for a long time.更多还原