上海贝尔阿尔卡特公司营销策略分析

论文编号:GM099  论文字数:7652,页数:14

摘   要

     上海贝尔阿尔卡特作为中国第一家中外合资的通信设备制造行业的大型企业，曾经是中国通信制造行业的先锋和标杆。然而，在进入21世纪后，整个通信业进入平稳增长期后，上海贝尔阿尔卡特在日益加剧的竞争中陷入了困境。
    文章首先从经营环境入手来分析公司目前面临的问题，包括：（一）公司所在的通信行业己经从上世纪的高速发展到现在的平稳发展；(二)本土竞争对手的崛起致使公司市场份额和竞争力在不断下降。紧接着又从上海贝尔阿尔卡特产品竞争进行分析，来总结和分析其产品策略存在的问题。   
  文章从市场营销的角度，比较全面和系统地利用经典的市场营销理论和公司相关部门一些研究数据，结合公司本身的内部环境、竞争能力给出了切合实际的、合理的解决方案:(一) 产品竞争策略的改进建议;(二) 公司营销体制方面的改进建议;(三)服务营销方面的改进建议。本文提出的“服务营销”的概念结合了通信设备制造商的市场营销的特定环境，对上海贝尔阿尔卡特公司在实际指导和执行市场营销时有一定的借鉴意义。

【关键词】上海贝尔阿尔卡特  市场营销  产品策略  服务营销

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

目  录

引言 ...................................................2
1  上海贝尔阿尔卡特股份有限公司介绍 ....................2
1.1上海贝尔阿尔卡特股份有限公司情况简介 ................2
1.2上海贝尔阿尔卡特的经营现状 ..........................3
2  上海贝尔阿尔卡特经营环境SWOT分析 ....................4
2.1外部机会 ............................................4
2.2外部威胁 ............................................5
2.3内部优势 ............................................5
2.4内部劣势 ............................................6
3 上海贝尔阿尔卡特产品竞争分析 .........................8
3.1各类产品市场占有份额现状 ............................8
3.2上海贝尔阿尔卡特产品结构分析 ........................8
4  上海贝尔阿尔卡特营销对策建议 ........................10
4.1公司产品竞争策略方面的改进建议 ......................10
4.2公司营销体制方面的改进建议 ..........................10
4.3公司服务营销方面的改进建议 ..........................11
5  结论 ................................................12
参考文献 ...............................................13
致谢 ...................................................14