文档介绍：虹信公司第三方行业客户市场发展战略研究
华中科技大学硕士学位论文虹信公司第三方行业客户市场发展战略研究姓名:罗骁申请学位级别:硕士专业:工商管理指导教师:阎俊2010-10-23
华中科技大学硕士学位论文摘要武汉虹信公司是国内领先的无线通信网络优化设备制造商。经过多年发展,虹信公司已形成了国内运营商市场、海外市场,以5>及第三方行业客户等三个营销市场。在此提到的“第三方行业客户市场”是指除运营商以外的市场客户,目前主要包括了ZTE、HUAWEI、AL-SBELL、普天等主设备系统厂商。由于这些主系统厂商专注于基站设备、BBU、BTS等核心产品设计,从而产生系统集成和项目集成需求,给包括虹信公司在内的企业提供了设计配套产品的重要机会,是一个更新的战略挑战。因此,本文目的在于为虹信公司制定未来3至5年在第三方行业客户市场的发展战略,利于企业抓住机遇,加快发展。作者首先运用PEST6>方法对该公司目前所处的政治、经济、社会、技术等外部环境进行分析,随后采用迈克尔·波特的五力模型对整体产业环境进行分析,再通过SWOT分析将现阶段的竞争优势、劣势逐一解析,最后为该公司制定出针对第三方行业客户市场的发展战略,并分析战略实施的困难,以及提出相应的解决4>思路。本文综合运用了价值链、供应链、产业链及企业核心竞争力等相关的理论及知识进行研究。作者通过文献分析法以及归纳演绎法等手段,广泛查阅国内相关厂商资料,跟踪了解企业市场信息、营销战略、发展规划等研究领域的历史数据以及最新信息,同时在详细调研和理论分析的基础上制定战略规划,并根据实践情况及时调整,不断完善。本文的研究成果除了对武汉虹信公司在第三方行业客户市场的营销战略提出了建议外,也希望能够对电信设备制造型企业的市场发展战略起到借鉴作用。关键词:通信设备行业客户发展战略 I
华中科技大学硕士学位论文 Abstract Wuhan HONGXIN munication Technologies Co., LTD is work optimization equipment manufactory. For pany, it has gained a market share with the domestic operators, overseas markets and another kind of key accounts called “third-party client market”, which means the main equipment system manufacturers such as HUAWEI, ZTE, and AL-SBELL etc. Usually these main equipment manufacturers focus on the work systems and use a lot of system integration methods, hence there are lots of business opportunities for HONGXIN to provide modules and services, etc. This is a strategically challenge. How to make a steady development is very important to HONGXIN and shall be considered. This essay uses the PEST method to give an analysis of the external environments at first, then analyses the industrial circumstances with the Five Forces Model, and follows a SWOT model, and lastly gives out the developing strategies in the third-party clients market, as well as how to solve the problems that might occur. The author made a study by using models such as value chain, industrial chain, supply chain, and the petitiveness of enterprises. By means of document analyzing, concluding and deduction, the author focuses on