电子通信产品汇.doc

毕业论文 题目：广东通宇通讯基站天线整合营销策略 专 业 : 市场营销 班 级 ：080521班 姓 名：徐子健 学 号指导教师：李莹 摘 要 随着基站天线产业的迅速发展和竞争的激烈，传统的营销模式已经很难获得用户的青睐和认可，同样也制约了企业自身的发展速度。整合营销的运用可以提高企业的品牌知名度，提高企业形象，有利于企业在竞争中获得较好的口碑。 本文通过对整合营销理论的阐述，与传统营销进行区别。结合当前基站天线行业的现状和发展趋势，对基站天线行业的具体特点，销售方式的独特性进行详细分析。通过了解企业自身环境，竞争状况和资源优劣势对通宇基站天线进行整合营销的战略分析，对通宇公司整合营销进行研究；并且希望会对国内信息产业的发展经营和营销方式起到一定借鉴作用。 关键词 ：通宇基站天线 整合营销 资源整合 Abstract With the rapid development of the server base station antenna.The traditional marketing model has been difficult to obtain users favor and recognition .Restricted the enterprises own development speed .The use of integrated marketing may enhance the enterprise brand awareness. Improving the corporate image in the competition.For enterprises to gain good reputation . Combining the current server status and development trend of industry The Base station antenna of server industries The uniqueness of the way to sell a detailed analysis By understanding enterprise own environment .Competitive situation and resources to wave the advantages.The disadvantages of integrated marketing server on strategic analysis .To study the wave integrated marketing. I hope the study can domestic information industry development management and marketing methods play a part . Keywords: Tongyu Base station antenna; Resource Integration ; Integrated Marketing ; 目 录  TOC \o 1-2 \h \z  HYPERLINK \l _Toc326148999 引 言  PAGEREF _Toc326148999 \h 1  HYPERLINK \l _Toc326149000 一、整合营销理论概述  PAGEREF _Toc326149000 \h 1  HYPERLINK \l _Toc326149001 （一）整合营销理论的产生和发展  PAGEREF _Toc326149001 \h 1  HYPERLINK \l _Toc326149002 （二）整合营销与传统营销的区别  PAGEREF _Toc326149002 \h 3  HYPERLINK \l _Toc326149003 二、通宇基站天线与行业概况  PAGEREF _Toc326149003 \h 4  HYPERLINK \l _Toc326149004 （一）基站天线行业概况  PAGEREF _Toc326149004 \h 4  HYPERLINK \l _Toc326149005 （二）通宇基站天线简介  PAGEREF _Toc326149005 \h 6  HYPERLINK \l _Toc326149006 三、通宇基站天线实施整合营销背景  PAGEREF _Toc326149006 \h 7  HYPERLINK \l _Toc326149007