上海貝爾阿爾卡特公司營銷策略分析

國際貿易論文編號:GM099  論文字數:7652,頁數:14

目  錄

引言 ...................................................2
1  上海貝爾阿爾卡特股份有限公司介紹 ....................2
1.1上海貝爾阿爾卡特股份有限公司情況簡介 ................2
1.2上海貝爾阿爾卡特的經營現狀 ..........................3
2  上海貝爾阿爾卡特經營環境SWOT分析 ....................4
2.1外部機會 ............................................4
2.2外部威脅 ............................................5
2.3內部優勢 ............................................5
2.4內部劣勢 ............................................6
3 上海貝爾阿爾卡特產品競爭分析 .........................8
3.1各類產品市場占有份額現狀 ............................8
3.2上海貝爾阿爾卡特產品結構分析 ........................8
4  上海貝爾阿爾卡特營銷對策建議 ........................10
4.1公司產品競爭策略方面的改進建議 ......................10
4.2公司營銷體制方面的改進建議 ..........................10
4.3公司服務營銷方面的改進建議 ..........................11
5  結論 ................................................12
參考文獻 ...............................................13
致謝 ...................................................14

摘   要

     上海貝爾阿爾卡特作為中國第一家中外合資的通信設備制造行業的大型企業，曾經是中國通信制造行業的先鋒和標桿。然而，在進入21世紀后，整個通信業進入平穩增長期后，上海貝爾阿爾卡特在日益加劇的競爭中陷入了困境。
    文章首先從經營環境入手來分析公司目前面臨的問題，包括：（一）公司所在的通信行業己經從上世紀的高速發展到現在的平穩發展；(二)本土競爭對手的崛起致使公司市場份額和競爭力在不斷下降。緊接著又從上海貝爾阿爾卡特產品競爭進行分析，來總結和分析其產品策略存在的問題。   
  文章從市場營銷的角度，比較全面和系統地利用經典的市場營銷理論和公司相關部門一些研究數據，結合公司本身的內部環境、競爭能力給出了切合實際的、合理的解決方案:(一) 產品競爭策略的改進建議;(二) 公司營銷體制方面的改進建議;(三)服務營銷方面的改進建議。本文提出的“服務營銷”的概念結合了通信設備制造商的市場營銷的特定環境，對上海貝爾阿爾卡特公司在實際指導和執行市場營銷時有一定的借鑒意義。

【關鍵詞】上海貝爾阿爾卡特  市場營銷  產品策略  服務營銷

Abstract

As the first joint-venture company in the telecommunication industry, Alcatel Shanghai Bell (ASB) was regarded a pioneer in the last century in China. However, ASB have lost its leading position in the past several years due to long-term steadily increases revenue as well as the major local rivals(such as Huawei，ZTE)are growing faster.
This thesis analyzed the major problems that ASB have confronted with in the marketing. Including: (1) the telecommunication industry is facing steady development after from one century high speed increasing; (2) the company competitive ability is dropping.  In the following chapter, we analyze ASB’s product strategy.
From the marketing angle, this thesis have comprehensively and systematically used the classics marketing theory and the company research data, compared with the company’s internal environment，competitive ability, structures. Then this thesis will give reasonable solution: (1) product competition strategy improvement suggestion; (2) marketing system aspect improvement suggestion; (3) service marketing aspect improvement suggestion. This article proposes the service-marketing concept that has disclosed the essential factors in the telecom industry and gave the clear and available proposals to ASB.

[Key words] Alcatel Shanghai Bell, marketing, product strategy, service marketing