国贸经济管理类毕业论文-上海贝尔阿尔卡特公司营销策略分析

H/0JA FJE1E !RE;E+X1E L66*%*-gck*-geXyok 21 ek*ulxek66*|64oRH)|k,yg%h*gR,GJulGJz8|6+2aay|6oN5AR66*D|6gkyD|oRaHfkAyaHfy,By%?BoGkBo|64o :(% ) D|6w ;(8 ) Hfw ;(HfwoUHf ”4*-aHfk+66*6-ygaHf%R#oo?no 66* aHf D HfH/0JA FJE1E !RE;E+X2AbstractAs the first joint-venture company in the telecommunication industry, AlcatelShanghai 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 tolong-term steadily increases revenue as well as the major local rivals(such asHuawei ZTE)are growing faster.This thesis analyzed the major problems that ASB have confronted with in themarketing. Including: (1) the telecommunication industry is facing steadydevelopment after from one century high speed increasing; (2) the companycompetitive ability is dropping. In the following chapter, we analyze ASBsproduct strategy.From the marketing angle, this thesis have comprehensively andsystematically used the classics marketing theory and the company research data,compared with the companys internal environment competitive ability, structures.Then this thesis will give reasonable solution: (1) product competition strategyimprovement suggestion; (2) marketing system aspect improvement suggestion;(3) service marketing aspect improvement suggestion. This article proposes theservice-marketing concept that has disclosed the essential factors in the telecomindustry and gave the clear and available proposals to ASB.Key words Alcatel Shanghai Bell, marketing, product strategy, servicemarketingH/0JA FJE1E !RE;E+X3- E0 . 41 :#CMDLoD(6-9L(4 . 41.1:#CMDLoD(6-9L(1 . 41.2:#CMDLoD(,4:U)( . 52 :#CMDLoD(4:U) SWOT6 . 62.1FGjJ . 62.2FG16 . 72.3GH . 72.4G . 83 :#CMDLoD(16 . 103.1422j9-N)( . 103.2:#CMDLoD(56 . 104 :#CMDLoD(:UK0)1*A . 124.1(11+M,iF*A . 124.2(:UK0fM,iF*A . 124.3(=:UK0M,iF*A . 135 5A . 1463) . 158$BR . 16H/0JA FJE1E !RE;E+X4:#CMDLoD(:UK01+6E0FJ|J8:F4 800-$1-pQFO,JAX-F_Xj*3G-_0&,|J0j4#KiFJ+O#k?,X4E 20J,QFO 20010*3+eJF+e,Y 2002.4_Y,!W5+e1JG-X+O,!4:99S4W+e(,_#:XE8DLX-FJA7fFP|JMdj,Y0 2003 0ZFJ|J9=8,F)BE,_j(,K0NG0=QFOK-F,G+e(a01y(,6/!Cwf6|J,=8?-p0E1,0:#CMDLoD(j-10F8Ct,FJA7fFP|J,W1J.4_-FJfFP|J,xK;7vf6ZFJJF0cKO:#CMDLoD(X,1Lj0=X:#CMDLoD(K0GL,)(,=Y4$!1D65|,)1*A1 :#CMDLoD(6-9L(41.1:#CMDLoD(6-9L(1:#CMDLoD(6-9L(_-$L-L-9Ct-1*6J,1J_-FJ|J10FvCt,6-f(_+a:#CMD9L(#-LoD(Xk?JE6if4,#-LoD(9 50% 1 6 , 96-:#CMD(0 1984,:#CMD9L(kGAX:#j-10F8CtFJ1J9 60%,6-6-+aLoD(H/0JA FJE1E !RE;E+X5 31.65%)Y&oO0,F8Ct1J 1984 2002, 18&L$G:#CMD9?WWjF!Kj-Ox07,W+eA7v2002:#CMDLoD(6-9L(0(,8_FJELoD(6LfC:#CMD 10%6,6-LoD(FJE0A:#CMD06LY&o9, 8.35%6-,GXFT1DM0_3. 125s)H,C5LoD(9B( 50%+16,-6-p9|1*6A6LWJ:J:K+a6L+k4*6+aLoD(6L+:#CMDLoD(911,4?-*0+C5FJ2j*FJ;E90;jVA7yPEA7 IPD+aW20+FJ5 GSMFJA7 CDMAFJA70+X4PE1yC5FJ#,k?5EFFJ3+5,f,FJA70MF:U1J|Jg,FJC5,M(,3+5L1y:#CMDLoD(,g*G-_+eF:Uv-+e-0+-5FJ-6FJ-JFJ1yMF:Uv2j,+eA7+X1J1yLg1.2:#CMDLoD(,4:U)(:F4q_-FJJOFO&O:#CMDXqF4qOU-j2j09 60%,2j-NqF4qOZFJ|J!4*)P5,BN#FJjk,(&EAVF7-FZWF0+F,Cv:#CMD9&*H+B3EA2j6n;Li 2005, 200510H/0JA FJE1E !RE;E+X6!Q*)K0NCOK:#CMDLoD(,N-(j1y(-p2j,EFOK!,K0N,w=8K)1X 30%:Y#10c,KX:#CMDLoD( (ASB)39,K0Nk?,1)j(,)?;. 1-19(#FK0N) 1:9,K0N):#CMDLoD(XK0N:j(X,nD4( 20028# 2004K0NKC-;:#CMDLoD(j,D!XF$W2 :#CMDLoD(4:U) SWOT62.1FGjJ-4#,15(-,K0N, 80%8-,+e2jp0F-4#,15K_1+e#CiK,_(0G?,FG)3P*3 IT#Ci,=8K(4fX#FK0N!K 30%#FK0N? 50%FgB$(K,E6_#F2j, 3G(|Xn 3G(|,n!4$G*.,_X-6nP#,(|F)(,JKCMhG1$:#CMDLoD(2jGH/0JA FJE1E !RE;E+X7?,+XAXF:Uv*A 3G55,(!X 3GA7M,K0f?(K0N, 20%#+eF:Uv,J4:U-+e-5FJP5,*5F:Uv:#CMDLoD(9CU0X:UK01yM9jW,H(NG?F)CCF)W+eF:Uv,1L-p-+e-5FJ-0+-6FJ1yWF:UvWlH=F:Uv,Y,_A7fFPv,Y#CC;_K7-CCaC,pM=*)+J8#?,A7fFPv7-F0*F:Uv2j2.3GH(,4U(LoD(L,jW,HFJE=4GF,=85C-,(_+a9(4:#CMDLoD(-GE-F9(X;Ct5M,=08$=8,5C,8$80-$LjW,6(:UK0LO=K0,5j+a,(X2j:UK0LO=CJF0;-(,2j7-k?1)j?(76,1*6r=r,445(,1*6rMhW6|Hx4k5; : 2-1:#CMDLoD(FG3P6k5 IFASFG3P sG A6 s6jJ-4#,15*3 IT#Ci=8K 3G(|,n+eF:Uv,J4:U0.10.10.20.123430.20.30.80.316P5J,O+eF:UvW? 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