文档介绍：上海交通大学
硕士学位论文
上海基带通讯公司营销战略研究
姓名:樊立群
申请学位级别:硕士
专业:工商管理
指导教师:余颖
20080601
上海基带通讯公司营销战略研究

摘要

近年来数字电视的兴起,为我国广电设备行业提供了良好的发展机
遇,但也同时面临日趋激烈的市场竞争,这样一个特殊的行业中的公司,
应该采取怎样的营销战略求得更好的生存和发展是公司所面临的最紧迫
的问题。
本文选取上海基带通讯公司作为研究对象。上海基带通讯公司是一
家经营广电设备行业的企业,从 2002 年成立至今,已经从一家小企业发
展成为该行业有一定影响力的企业。然而,随着公司的发展扩张,公司的
经营,特别是对代理商的管理开始出现了问题。
本文首先研究了上海基带通讯公司整体经营状况、分析了公司的宏
观环境和微观环境,采用了 SWOT 分析方法,在此基础上,对公司的市场细
分,目标市场选择和市场的战略定位进行了分析。然后对于战略的实施,
研究探讨了相应的营销组合策略,即产品组合策略、渠道策略、定价策
略和促销策略。
在文章的最后,笔者对于公司的组织结构、团队塑造、企业管理文
化的建设做了一定的分析和探讨。即提出了实施相关战略的保障措施和
控制方法的建议,来确保公司有效的实施其营销战略,以适应不断变化
的市场竞争环境。期望对广电设备行业其它公司的营销战略的制定和实
施能有一定的参考价值。

关键词:广电设备,营销战略,市场营销,营销组合
THE RESEARCH ON MARKETING STRATEGY OF
SHANGHAI PANY

ABSTRACT

The rise of the digital television has brought great opportunities to the
broadcasting and television equipment industry, the petition as
well. Which kind of marketing strategy should be used is the urgent issue for
panies which are running business in such industry for better
surviving and developing.
Shanghai munication Corporation is taken as an object of
studying. Founded in 2002, Shanghai munication Corporation
is doing the broadcasting and television equipment business. Now it has
e one pany in that industry. The problems have been
risen with the expansion and development in running the business especially
in the controlling of the agents.
Firstly it is introduced that the business situation of Shanghai Baseband
Communication Corporation and then the macro and micro environment is
analyzed by means of SWOT. Based on the above discussion the market
segmentation and targeting is done, the strategy positioning is designed. Then
the implementation of the strategy is studied which consists of the product
portfolio, channel, pricing and promotion.
anization, the construction of the team and the enterprise culture
are analyzed in the last part of the article. It is put forward that the suggestion