广东省电信有限公司佛山市分公司
摘要
本篇论文是在广东省准备在广州、东莞、中山、佛山和顺德五市投入小灵通建设的背景下，对佛山电信小灵通如何进行市场营销推广进行了探讨。全文包括案例与案例分析两部分。
第一部分是案例。该部分介绍了佛山电信分公司所处的社会和经济环境、小灵通的技术发展情况、设备供应商及手机终端供应商的情况、针对小灵通的市场调查结论、佛山电信IPAS系统的建设情况、佛山移动通信市场，以及全球小灵通发展情况等。
第二部分是案例分析。作者首先运用PEST分析法、波特的五种竞争力模型和SWOT分析法对外部环境、竞争情况及佛山电信小灵通自身做了深入的分析，提出了小灵通的战略方向。接着，作者通过STP分析对佛山电信小灵通进行了明确的市场定位。最后，作者利用4P营销组合的方法对小灵通的市场营销策略进行了详细的叙述，并对佛山电信2003年小灵通市场推广的步骤做了详细的说明。
This dissertation probes into how Guangdong Telecom Co. Foshan Branch should market the IPAS's network named Xiaolingtong while Guangdong Telecom wants to build the IPAS network in five cities of Guangdong. The dissertation consists of two parts: case and case analysis.
In the first part, the dissertation gives a full picture of Foshan's background, IPAS's technologic background, the conclusions of Foshan Branch's marketing investigation, the development of IPAS network in Foshan, the changes of competitors' strategies, and the development of Xiaolingtong in the whole world.
In the second part, firstly, the author analyzes the outer enviroment and competitive situation that Xiaolingtong faces by the method of the PEST model, the Porter's five-power model and the SWOT model and then points out the Foshan Xiaolingtong's marketing-oriented strategy. Secondly, the author identifies the Foshan Xiaolingtong's segments and selects market targets and develops a marketing positioning strategy by the STP analysis model. Finally, According to the other city's marketing experiences, the author provides proposals on how to market Xiaolingtong by the way of the 4P's marketing strategies, and how Foshan Branch should do after Xiaolingtong goes on the market in 2003.
第一部分是案例。该部分介绍了佛山电信分公司所处的社会和经济环境、小灵通的技术发展情况、设备供应商及手机终端供应商的情况、针对小灵通的市场调查结论、佛山电信IPAS系统的建设情况、佛山移动通信市场，以及全球小灵通发展情况等。
第二部分是案例分析。作者首先运用PEST分析法、波特的五种竞争力模型和SWOT分析法对外部环境、竞争情况及佛山电信小灵通自身做了深入的分析，提出了小灵通的战略方向。接着，作者通过STP分析对佛山电信小灵通进行了明确的市场定位。最后，作者利用4P营销组合的方法对小灵通的市场营销策略进行了详细的叙述，并对佛山电信2003年小灵通市场推广的步骤做了详细的说明。
This dissertation probes into how Guangdong Telecom Co. Foshan Branch should market the IPAS's network named Xiaolingtong while Guangdong Telecom wants to build the IPAS network in five cities of Guangdong. The dissertation consists of two parts: case and case analysis.
In the first part, the dissertation gives a full picture of Foshan's background, IPAS's technologic background, the conclusions of Foshan Branch's marketing investigation, the development of IPAS network in Foshan, the changes of competitors' strategies, and the development of Xiaolingtong in the whole world.
In the second part, firstly, the author analyzes the outer enviroment and competitive situation that Xiaolingtong faces by the method of the PEST model, the Porter's five-power model and the SWOT model and then points out the Foshan Xiaolingtong's marketing-oriented strategy. Secondly, the author identifies the Foshan Xiaolingtong's segments and selects market targets and develops a marketing positioning strategy by the STP analysis model. Finally, According to the other city's marketing experiences, the author provides proposals on how to market Xiaolingtong by the way of the 4P's marketing strategies, and how Foshan Branch should do after Xiaolingtong goes on the market in 2003.
引文
1．武胜利，张鸿，张利，“西安市无线市话市场发展研究”，《小灵通之声》，2001年8期，P6
2．贺洁华，“网络为本再创辉煌”，《小灵通之声》，2002年12期，P1
3．肖海波，“小灵通品牌发展浅谈”，《小灵通之声》，2003年2期，P45
4．Philip Kotler，《营销管理》(第九版)，清华大学出版社，1997，P348
5．Valarie A. Zeithaml Mary JO Bitner，《服务市场营销》，机械工业出版社1998，P19-27，P48
6．中国邮电电信总局，《电信市场与营销》，人民邮电出版社，1998，P51，P67，P78
7．中国邮电电信总局《电信营销ABC》，人民邮电出版社，1998，P203
8．忻展红，《电信企业战略管理》，北京邮电大学出版社，2002，P2-P9，P54
2．贺洁华，“网络为本再创辉煌”，《小灵通之声》，2002年12期，P1
3．肖海波，“小灵通品牌发展浅谈”，《小灵通之声》，2003年2期，P45
4．Philip Kotler，《营销管理》(第九版)，清华大学出版社，1997，P348
5．Valarie A. Zeithaml Mary JO Bitner，《服务市场营销》，机械工业出版社1998，P19-27，P48
6．中国邮电电信总局，《电信市场与营销》，人民邮电出版社，1998，P51，P67，P78
7．中国邮电电信总局《电信营销ABC》，人民邮电出版社，1998，P203
8．忻展红，《电信企业战略管理》，北京邮电大学出版社，2002，P2-P9，P54