AY通讯设备有限公司市场营销策略研究
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。
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.
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.
引文
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[2]菲利普·科特勒.营销管理:分析、计划、执行和控制[M].上海:上海人民出版社,1999.
[3]迈克尔·波特.竞争优势[M].北京:中国财政经济出版社,1998.
[4]郑玉香,刘泽东.市场营销学新论[M].北京:北京大学出版社/中国林业出版社,2007.
[5]李弘,董大海.市场营销学[M].大连:大连理工大学出版社,2006.
[6]裴蓉.市场营销学精华读本[M].北京:民主与建设出版社,2001.
[7] A·里斯,J·特劳特.营销战[M].北京:中国财政经济出版社,2002.
[8]国家统计局,中国统计年鉴[M].北京:中国统计出版社,2007.
[9]赵颖.基于技术创新的通信设备制造业国际竞争力研究[M].北京:北京交通大学,2007.
[10]成媛.我国通信设备企业发展战略比较研究[M].上海:华东师范大学,2007.
[11]刘秀新.自主技术标准化对中国通信设备制造业经济增长贡献的研究[M].北京:北京邮电大学经济管理学院,2006.
[12]陈世状.通信设备制造业竞争力的灰色关联模型及其应用[M].武汉:华中科技大学,2006.
[13]应俊.中国通信设备制造企业跨文化管理研究[M].南京:南京工业大学,2005.
[14]周文辉,李伟国.华为大客户价值营销案例研究[M].长沙:长沙通信职业技术学院学报,2007(2).
[15] [15]安筱鹏,乔标.加快通信制造企业的国际化经营[M].北京:中国科技投资,2008(6).
[16]段杰军.煤矿机械制造企业的市场营销分析[M].北京:机械管理开发,2007(5).
[17]惠琳.企业市场营销模式的比较与选择[M].郑州:郑州航空工业管理学院学报(社会科学版),2006(6).
[18]陈文沛.通信企业的营销创新[M].北京:价值工程,2007(6).
[19]李云凌,谢玉梅.我国通信设备制造业国际竞争力单项指标评价[M].北京:经济师,2008(6).
[20]刘桐,秦怀明等.一些国家或地区通信设备市场准入政策研究[M].北京:现代电信科技,2008(5).
[21]袁道唯.中国市场的营销失衡[M].北京:21世纪商业评论,2007(37).
[22]金碚,李钢,陈志.中国制造业国际竞争力现状分析及提升对策[M].北京:财贸经济,2007(3).
[23]金敏.组织市场上购买决策者的结构类型与企业的营销政策[M].北京:经济管理纵横,2003(1).
[24]冯禹丁,陈楠.别了,摩托罗拉[M].北京:商务周刊,2008(20).
[25] (原)信息产业部. 2007年全国通信业发展统计公报[M].中国:信息产业部网站,2008.
[26]陈运红.全球电信设备市场分析与预测[M].中国:国金证券网站,2008.
[27] 21世纪经济报道.电信业拐点[M].中国:《21世纪经济报道》报社,2008.11.3.
[28]爱立信公司网站.爱立信公司2007年年度财报[M].瑞典:www.ericsson.com,2008.
[29]华为公司网站.华为公司2007年年度财报[M].中国:www.huawei.com.cn,2008.
[30]中兴公司网站.中兴公司2007年年度财报[M].中国:www.zte.com.cn,2008.
[31]阿尔卡特-朗讯(中国)公司网站.中国:www.alcatel-sbell.com.cn,2008.
[32]诺基亚-西门子公司网站.芬兰:www.nokiasiemensnetworks.com,2008.
[33]思科公司网站.美国:www.cisco.com,2008.
[34]摩托罗拉公司网站.美国:www.motorola.com,2008.
[35]北电公司(中国)网站.美国:www.nortel.com/corporate/global/asia/china,2008.
[36]大唐电信集团公司网站.中国:www.datang.com,2008.
[37] UT斯达康公司(中国)网站.中国:www.utstar.com.cn,2008.
[38]迈普公司网站.中国:www.maipu.cn,2008.
[39]烽火公司网站.中国:www.fiberhome.com.cn,2008.
[40]金鹏公司网站.中国:www.gzjpg.com,2008.
[41]普天集团公司网站.中国:http://www.potevio.com/,2008.
[42]维基百科网站(中文版).美国:http://wikipedia.jaylee.cn/,2008.
[43]郭永宏,吴雅见.中印巴三国移动通信市场比较[M].中国:中国信息产业网-通信企业管理,2008.
[44]程东升,刘丽丽.华为真相-在矛盾和平衡中前进的“狼群”[M].中国:当代中国出版社,2003.
[45]孙丽.华为:土狼向狮子的演进[M].中国:IT经理世界,2002(5).
[46]孙丽.思科与华为之争[M].中国:中国言实出版社,2003.
[47]黄卫伟,吴春波.走出混沌[M].中国:人民邮电出版社,2001.
[48]胡泳.电信赢家[M].中国:机械工业出版社,2006.