上海迪信通公司产品管理研究-工商管理(MBA)专业论文.docxVIP

±里型兰垫查苎；堂!坠兰垡兰苎 ±里型兰垫查苎；堂!坠兰垡兰苎 圭童垫笪翌竺里主曼竺堡婴茎 AbS tract The mobile phone．which debuted in the U．S．，has been with us for sixteen years since it entered in China in 1987．Tile Teleco∞unication field in china has got great achievement after ten years，and it is reaching its mature time now．It is expected that there will he more than 400 types of new products hitting the mobile phone market in 2003， the number what surpass the amount of the last five years．Ti ii the end of August 2003， 280 uew types had hit the market．At the same time，the 1ife cycle ofmobile phone shortened sharply from years to months．even one month．Every enterprise trias his best to shorten the time in order to get the cream．Such circumstance brings great challenges to the purchasers，who lack clear marketing strategy hecause of having no enough time to familiar every new type in face of one type one day． A1 1 above greatly challenge the management of retailing companies． Facing these challenges，Shanghai Digital Electronic Communication Technology Co．。Ltd．(hereinafter Shanghai DECTC)has done much things， but not solve these from theory＆system level。so this thesis try to solve these in system level through product—management theory． On basis of the experiences and analysis Oil reality in the mobile—phone retailing field。the following are discussed and analyzed in this thesis． In the second chapter we discussed that challenges facing DECTC，product complex in different phase and troubles oil product management：in the third chapter we Analyzing the telecommunication market especially Shanghai。and try to find out how to get competing advantages and different management on different products．at the same time we discussed the institution of sorts of product in telecom—enterprise：in the forth chapter we discussed the development trend of retailing enterprises．try to hold the model of the retail and DECTC in the future and the influence to product—management：in the fifth chapter we discussed the a