上海贝尔GPON产品营销策略研究-工商管理专业论文.docxVIP

南京理工人学硕上学位论文 南京理工人学硕上学位论文 上海贝尔GP()N 摘 要 论文在对上海贝尔GPON产品营销环境和营销现状进行全面调查的基础上，综合 运用营销战略、营销组合和关系营销理论与方法，对上海贝尔GPON产品营销进行研 究。目的是建立合理和有效的上海贝尔GPON产品营销策略，对市场销售起到一定的 指导意义。 论文首先对选题背景、国内外GPON研究历史与现状，宽带接入的发展进行了介 绍；其次，分析上海贝尔GPON产品营销环境。从国外宽带接入背景和发展趋势到国 内宽带接入布局和市场环境，各方面深讨国内宽带接入市场容量与潜力；再次，分析上 海贝尔GPON产品目前的销售业绩和市场份额，以及当前的销售策略。综合运行市场 调查、细分市场、目标市场和市场定位制定上海贝尔未来的营销战略，利用高端市场获 取利润，通过规模效益占领市场。在具体营销策略上通过产品、价格、渠道和促销方面， 以客户为中心，满足客户的需求进行组合销售。新锐提出关系营销在通信产品营销中的 地位和意义。提出面对垄断市场，从上到下分层对接，逐级对应，最终达到共赢目的。 关键词：GPON，营销战略，组合营销，关系营销 Abstract Abstract 硕士论文 Abstract Paper fully investigates Shanghai bell GPON product marketing environment and marketing situation，which using marketing strategy,marketing combination and relationship marketing theory and method research for Shanghai bell GPON product marketing．Purpose is tO establish a reasonable and effective Shanghai bell GPON product marketing strategies and which plays one certain significance for marketing and sales． First the paper researches GPON at domestic and international background,the histOry and present situation of the development．Second the paper analyses GPON product marketing environment of Shanghai bell．From the overseas broadband access background and the trend of development tO the domestic broadband access layout and the market environment,various aspects ask for the domestic broadband access market absorption capacity and the potential deeply．Again,analyzes Shanghai Bell the GPON product present sales result and the market share．嬲well as current sales strategy．The synthesis movement market survey,will subdivide the market,the target market and the market localization formulates the Shanghai Bell future marketing strategy．Using the high—end market profit,we seize the market through the scale benefit．In the concrete marketing strategy