动感地带swot分析论文.doc

本科生毕业设计（论文） 论 文 题 目：S Abstract Nowadays, with the rapid development of economy technology, every person has at least one mobile phone, thus the competition in the communications market becomes more and more drastic. On college campuses, the competition among China Mobiles M-zone, China Unicoms UP New Forces and China Telecoms Tian Yi Campus Line is extremely fierce. “M-zone”, as the leader of youth market, how to keep its leader position has been an urgent problem to solve. At this moment, the study of promotion strategy appears especially important. In this paper, the author will take Jiangsu Normal University for example, list a series of M-zones promotion activities in JSNU from the four aspects of personal selling, sales promotion, advertising and public relations. Then the author will make a SWOT analysis of them based on the psychology of young consumers and match the internal factors(strengths and weaknesses) and the external factors(opportunities and threats) to obtain SO strategy, ST strategy, WO strategy and WT strategy. The strategies may also offer references for other colleges. Key Words: M-zone SWOT Analysis Promotion 摘要 如今，随着经济、技术的迅速发展，每个人都至少持有一部手机，因此电信市场的竞争变得越来越激烈。在大学校园里，中国移动推出的“动感地带”品牌、中国联通的“UP新势力”以及中国电信的“天翼校园行”之间的竞争也极其激烈。“动感地带”作为青年市场的领先者，如何在残酷的竞争中保持住其领先者的地位是一个迫在眉睫的问题。这时，研究作为四大营销策略之一的促销策略显得尤为重要。 在这篇论文中，作者将以江苏师范大学为例，从人员销售，销售促进，广告以及公共关系四个方面列出“动感地带”在江苏师范大学的促销活动，基于青少年消费心理对其进行SWOT分析，并将内部因素（优势和劣势）和外部因素（机会和威胁）进行匹配，得出SO、WO、ST、WT四种战略。作者所得出的战略对“动感地带”在其他高校的促销也有一定的借鉴意义。 关键词：动感地带 SWOT分析 促销 Contents Abstract ii 摘要 iii Chapter One Introduction 1 1.1 General Statement of the Paper 1 1.2 Research Objectives and Research Significance 2 1.3 Overall Structure of the Paper 3 Chapter Two Literature Review 4 2.1 SWOT Analysis 4 2.2 M-zone’s Promotion Strategy 4 Chapter Three Theoretical Frame 6 3.1 Introduction of SWOT Analysis 6 3.2 The Matrix of SWOT Analysis 6 Chapter Four SWOT Analysis on M-zone’s Promotion St