导 师: 卫海英
学科专业: 120202
授予学位: 硕士
作 者: ;
机构地区: 暨南大学
摘 要: 本文是一篇教学性的案例,含案例正文及案例分析两部分。 案例正文部分采取写实性的手法,叙述了M电信在制订2002年小灵通营销策略时积极引入市场导向的观念,采取了有别于以往单凭经验制订营销策略的新思路——将企业经营的历史数据、市场调研得出的数据及企业员工的经验值三者相结合的方法,同时介绍了小灵通的概念、优缺点、技术特性及在国内和M市的发展状况。 案例分析部分运用理论和统计分析研究相结合的方法,借助哉赂管理、统计学和市场营销等相关理论和各种分析工具,分析了M电信制订小灵通营销策略的具体过程,并向M电信提出了具体的营销建议。 本案例的重点是企业如何对业务进行销售预测、竞争分析及运用统计分析工具确定业务的营销策略。 This thesis is for teaching and studying purpose and it includes two sections, the section Case Study and the section Case Analysis. In Case Study part, the thesis tells -a true story about how M Telecommunication Bureau has been making market tactics of 'Little Smart' PAS business in 2002 by proactively using market-oriented concept, and adopting a new thinking different from only dependent on personal experience in old times, that is a method by compound with internal operation data, me data from marketing research and data from experienced employees. The thesis also introduces die concept about 'Little Smart' PAS business, its advantages /& disadvantages, technical features and the current development of its in M city and China. In Case Analysis part, it gives analysis on the detailed process of making marketing strategy on 'Little Smart' PAS business and recommendations on marketing. Theories of strategic management, marketing and statistics are used and combined with statistics analyzing tools. The key point is how enterprise can make marketing strategy by using statistics analysis and sates forecast, competition analysis to its business.
关 键 词: 小灵通 营销策略 统计分析 市场分析 电信市场 战略制定
领 域: [经济管理—产业经济]