导　　师： 张建斌

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 本文由“案例正文”和“案例分析”两部分组成。 在电信技术一日千里高速发展的今天，高技术手段层出不穷，电信设备的产品生命周期大大缩短，市场风云突变。案例中叙述了广州LG泽盛通信科技有限公司，在面临原有市场发生重大变故而迅速转营其他产品的情况下，根据公司的现有技术优势和产品资源，综合考虑宽带接入产品的市场环境，确定出公司的营销基准，认真而有效地进行了市场细分、市场目标和市场定位，并最终制订出自己的营销战略。这样，公司在宽带接入产品的竞争领域迈出了第一步，同时也面临着新的挑战。 “案例分析”分为四个部分。第一部分首先对案例所面临的产业背景进行概述；第二部分是案例分析的重点，对案例所涉及产品的市场机会、市场的五种竞争力、细分市场、目标市场选择、市场定位一一分别进行了分析，最后的分析运用了4P工具；第三部分主要是针对产业的未来发展趋势进行探讨；第四部分针对案例公司未来的市场拓展、未来的产品策略和未来的营销策略提出了建议，供有关人员决策时参考。 This paper consists of two parts: The Case and The Analysis of the Case. It is a fast-developing era for the telecommunication technologies nowadays. The life-period of these products is so short that this market appears fluky. In the Case, Guangzhou LG-Jackson CommTech Co., Ltd. quickly shifted from its old market to a new one, as the former had greatly changed. According to the product resources and technical advantages it possessed, the company established its marketing reference after studying the market environment of the broadband access product. The company then carried a program through market segmenting, market targeting and market positioning, and finally chose its own market strategy. Thus the company stepped forward into the new market; also it faced some new challenges. The Analysis of the Case is made up of four sections. In the first section, the writer makes a description of the industrial background in the field of broadband access services. The second section is the main one in which the writer analyzes the market opportunity in this field, five powers of competition, market segmenting, targeting, and positioning. The end of this section applies a tool of 4P-analyse. In the third section the writer makes a discussion on the development trend of the field. In the fourth section, the writer puts forward some proposals that can be reference on the strategies of products and marketing in the future for the related staffs.

关 键 词： 泽盛 案例 营销 定位

领　　域： [经济管理] [经济管理]