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。
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 management
The 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.
引文
1. Michael E.Poter. What is strategy? 2nd ed. London: Harvard Business Review. 1996.
2. Pascale. Perspectives on strategy: The Real Story Behind Honda's Success. 1st ed. California. California Management Review Vol xx vl, No.3, Spring. 1984
3. Dan Schendel. Introduction To The Summer 1994 Special issue. 3rd ed. -- Strategy Management Journal, Vol 15.1-4
4. Parahalad, Hamel, Strategy As A Field of Study: Why Search For A New Paradigm? Strategic Management Journal, Vol 15,5-16.
5. Andrew Campbell and Marcus Alexander. What's Wrong With Strategy? Harvard Business Review, Nov-Dec, 1997, 42
6. Caroll. Volgel. Introduction to the Special Issue. California Management Review vol xxvl, No.3 Spring 17. 1997
7. Courtney. Kirkland and Viguerie. Strategy Under Uncertainty. Nov-Dec. 1997.67
8. David J. Teece. Economic Analysis and Strategic Management. California Management Review, Vol ⅹⅹⅵ. No.3 Spring. 87. 1984
9. Nab D. Maryer. What is Strategy's Distinctive? Journal of Management Vol 17. No.4.821-833. 1991
10. Kevin Covne. Strategy and Growth. The Mackinsey Qurterly. 1996. Number4,14. 1996
11. Christeine Oliver. Sustainable Competitive Advantage: Combing Institutional and Resource-base Views, Strategic Management Journal. Vol,18-9,697-713. 1997
12. David A.Aaker. How To Select A Business Strategy. California Management Review. Vol ⅹⅹⅵ. No.3 Spring. 1984
13. Kathleen R.Conner. A Historical Comparration of Resource-Bsaed Theory and Five Schools of Thought Within Industrial Organization Economics: Do we Have a new Theory of the Firm? Journal of Management. Vol 17. No.1,1219154. 1991
14. Jay Barney. Special Theory Forum: The Resource Based model of the firm:origions. Implications and prospects, Journal of Management. Vol 17. No.1.97-98. 1991
15. Barnet and Burgelman. Evolutionary persetives on stategy. Strategic Management Journal. Vol 17. 5-19. 1996
16. Alan E. Singer. Strategy As Moral Philosophy. Strategic Management Journal. Vol 15. 191-213. 1994
1. Michael E.Poter. What is strategy? 2nd ed. London: Harvard Business Review. 1996.
2. Pascale. Perspectives on strategy: The Real Story Behind Honda's Success. 1st ed. California. California Management Review Vol xx vl, No.3, Spring. 1984
3. Dan Schendel. Introduction To The Summer 1994 Special issue. 3rd ed. -- Strategy Management Journal, Vol 15.1-4
4. Parahalad, Hamel, Strategy As A Field of Study: Why Search For A New Paradigm? Strategic Management Journal, Vol 15,5-16.
5. Andrew Campbell and Marcus Alexander. What's Wrong With Strategy? Harvard Business Review, Nov-Dec, 1997, 42
6. Caroll. Volgel. Introduction to the Special Issue. California Management Review vol xxvl, No.3 Spring 17. 1997
7. Courtney. Kirkland and Viguerie. Strategy Under Uncertainty. Nov-Dec. 1997.67
8. David J. Teece. Economic Analysis and Strategic Management. California Management Review, Vol ⅹⅹⅵ. No.3 Spring. 87. 1984
9. Nab D. Maryer. What is Strategy's Distinctive? Journal of Management Vol 17. No.4.821-833. 1991
10. Kevin Covne. Strategy and Growth. The Mackinsey Qurterly. 1996. Number4,14. 1996
11. Christeine Oliver. Sustainable Competitive Advantage: Combing Institutional and Resource-base Views, Strategic Management Journal. Vol, 18-9,697-713.1997
12. David A.Aaker. How To Select A Business Strategy. California Management Review. Vol ⅹⅹⅵ. No.3 Spring. 1984
13. Kathleen R.Conner. A Historical Comparration of Resource-Bsaed Theory and Five Schools of Thought Within Industrial Organization Economics: Do we Have a new Theory of the Firm? Journal of Management. Vol 17. No.1,1219154. 1991
14. Jay Barney. Special Theory Forum: The Resource Based model of the firm:origions. Implications and prospects, Journal of Management. Vol 17. No.1.97-98. 1991
15. Barnet and Burgelman. Evolutionary persetives on stategy. Strategic Management Journal. Vol 17. 5-19. 1996
16. Alan E. Singer. Strategy As Moral Philosophy. Strategic Management Journal. Vol 15. 191-213. 1994
47．钟志伟，网络前沿技术，山东：山东教育出版社，1998
48．于秀云，帧中继与ATM网络分连，第十期，上海：电信科学，1997
49．读敏、方洁，Internet在我国的发展，第一期，上海：外语电化教学，1997
50．孟建柱，大力加强国企的财务监控工作，北京：财务与会计杂志出版社，2001．1
51．胡佩霞，中国物流业亟待整合，天津：中国储运杂志出版社，2001．3
52．甄源泰，如何管理营销人员，上海：营销实务出版社，2001．3