导　　师： 陈明

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： LY公司属于跨国企业，是全球通信设备和技术服务供应商，通信行业的领先者，也是国内电信运营商的主要设备供应商和技术服务供应商之一。 近些年，通信行业间公司的不断并购和重组，寡头垄断企业越来越集中；国内民族通信设备企业的不断崛起，LY国内市场份额不断受到挑战；面对着国内通信设备市场的激烈竞争，如何寻找新业务增长点？如何守住或扩张设备市场占有率？已经成为各个电信设备供应商共同面临的难题。 本文旨在通过2012年度LY公司中国区现场管理服务项目营销策划研究，帮助LY公司实现现场管理服务项目在国内的扩张，并为现场管理服务项目最终成为LY公司国内强势通信服务品牌奠定基础。并希望籍以此文，能为本国及其他跨国企业的服务业务增长方面提供参考和借鉴。 LY company belongs to the multinational enterprise, is global communication equipmentand technology service provider, the leader of the communication industry, it is the domestictelecommunication operator's main equipment suppliers and technical service providers. In recent years, the company continuously communication industry mergers andrestructuring, oligopoly enterprise more concentrated; Domestic national communicationequipment of enterprise continuously rise, LY domestic market share has been challenged;Facing the domestic telecommunication equipment the keen competition of the market, howto look for new business growth point? How to keep or expansion equipment market share?Has become each telecom equipment vendors have to face problems. This paper through the2012year China from LY company site management serviceproject marketing research, help from LY company management service project in realizingscene of the expansion of domestic, and the management service project eventually becomestrong communication services from LY company domestic brand lay the foundation. Andexpect to use by this article, for national and other multinational enterprise services offerreference and the growth.

关 键 词： 公司 现场管理服务 营销策划

分 类 号： [F626]

领　　域： [经济管理]