毕业设计动感地带swot分析论文Word文档格式.docx
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毕业设计动感地带swot分析论文Word文档格式.docx
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s"
M-zone"
ChinaUnicom'
UPNewForces"
andChinaTelecom'
TianYiCampusLine"
isextremelyfierce.“M-zone”,astheleaderofyouthmarket,howtokeepitsleaderpositionhasbeenanurgentproblemtosolve.Atthismoment,thestudyofpromotionstrategyappearsespeciallyimportant.
Inthispaper,theauthorwilltakeJiangsuNormalUniversityforexample,listaseriesofM-zone'
spromotionactivitiesinJSNUfromthefouraspectsofpersonalselling,salespromotion,advertisingandpublicrelations.ThentheauthorwillmakeaSWOTanalysisofthembasedonthepsychologyofyoungconsumersandmatchtheinternalfactors(strengthsandweaknesses)andtheexternalfactors(opportunitiesandthreats)toobtainSOstrategy,STstrategy,WOstrategyandWTstrategy.Thestrategiesmayalsoofferreferencesforothercolleges.
KeyWords:
M-zoneSWOTAnalysisPromotion
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
Abstractii
摘要iii
ChapterOneIntroduction1
1.1GeneralStatementofthePaper1
1.2ResearchObjectivesandResearchSignificance2
1.3OverallStructureofthePaper3
ChapterTwoLiteratureReview4
2.1SWOTAnalysis4
2.2M-zone’sPromotionStrategy4
ChapterThreeTheoreticalFrame6
3.1IntroductionofSWOTAnalysis6
3.2TheMatrixofSWOTAnalysis6
ChapterFourSWOTAnalysisonM-zone’sPromotionStrategyinJSNU9
4.1ASeriesofPromotionActivitiesinJSNU9
4.2AnalysisofM-zone’sPromotionStrategyinJSNUwiththeToolofSWOT11
4.2.1InternalStrengths11
4.2.2InternalWeaknesses12
4.2.3ExternalOpportunities13
4.2.4ExternalThreats13
4.3MatrixoftheaboveSWOTAnalysis14
4.4BriefSummary15
ChapterFiveConclusion16
References17
ChapterOneIntroduction
1.1GeneralStatementofthePaper
“M-zone”isoneofthethreebrands(M-zone,Easy-ownandGoTone)ofChinaMobile.InMarchof2003,consideringthefactthatcommunicationsinChinadidnothaveamarketsegmentforpeopleaged15to25,ChinaMobilelaunched“M-zone”withthemainelementsof“novelty,fashionandfun”throughoutChina.Then,“M-zone”cameupwiththeslogan“Mysite,listentome!
”andwasresolvedtomakeitafashionablebrandstandingforyouthculture.M-zone'
susershadbeenover20millioninonly15months.Inotherwords,anewuserappearedeverythreeseconds."
hasbecometheleaderintheyouthmarket.
Withtherapiddevelopmentofsciencetechnology,mobilephoneshavebeenanecessityforcommunication.People,whetherrichorpoor,oldoryoung,haveatleastonemobilephone.Therefore,thecompetitionincommunicationsmarkethasbeenmoreandmoreintense.Incollegecampusmarket,thecompetitionamongChinaMobile'
isextremelyfierce.
Underthenewsituations,for"
howtotakeadvantageofitsstrengthsandopportunitiestooptimizethemarketingformstokeepitsleaderpositionhasbeenanurgentproblemtosolve.Inthispaper,theauthorwilltakeJSNUforexampleandfocusontheSWOTanalysisofM-zone'
spromotionstrategybasedonthepsychologyofyoungconsumers.Then,somefeasiblestrategies(SOstrategy,STstrategy,WOstrategyandWTstrategy)willbeobtainedthroughmatchingtheinternalfactorsandexternalfactorsofM-zone'
spromotionstrategyinJSNU.Atlast,someadvicewillbemadeonM-zone’spromotionstrategyinothercolleges.
1.2ResearchObjectivesandResearchSignificance
ResearchObjectives:
ThroughtheresearchofM-zone’spromotionstrategiesinJSNU,theauthortriestofindoutthestrengths,weaknesses,opportunitiesandthreats.ThentheauthorwillmatchthefourfactorstoachieveeffectivestrategiesofM-zone’spromotionstrategyinJSNU.Atthesametime,resultsofthispapercanbeusedforreferencebyothercolleges.
ResearchSignificance:
AccordingtoWuJian'
an,aChinesescholar,"
Promotionstrategyisoneofthefourmarketingstrategies.Howtocorrectlymakeandproperlyusepromotionstrategyisanecessityforanenterprisetoobtainadvantagedproduction-marketingconditionsandsignificanteconomicbenefits."
(Wu,2007,p.374)For"
ifithasthecorrectpromotionstrategy,itwillbeagreatsuccessincommunicationsmarket.Whilemoderncollegestudentsarethemainconsumersof"
andifcorrectpromotionactivitiescanbecarriedouttoattractthemtochoose"
andbecomelong-termusers,“M-zone”willhaveapromisingfutureincollegecampusmarket.Therefore,thestudyofM-zone’spromotionstrategyoncollegecampusesisofcertainpracticalvalue.
1.3OverallStructureofthePaper
Thepaperisdividedintofivechapters.Chapteroneisanintroduction,includingthegeneralstatementofthepaper,theobjectivesandthepracticalsignificanceofthestudy.Chaptertwoisaliteraturereview,whichconsistsofthepredecessors’studiesofSWOTanalysisandM-zone’spromotionstrategy.Chapterthreedescribesthetheoreticalframethispaperbasedon.ChapterfourpresentsaseriesofM-zone’spromotionactivitiesinJSNUandtheanalysisresultsoftheseactivities.Thelastchaptersummarizesthemajorfindingsaswellasthelimitationsofthepaper.
ChapterTwoLiteratureReview
2.1SWOTAnalysis
SWOTanalysisiswidelyusedbyenterprisesathomeandabroadtomakemarketingstrategiesandanalyzecompetitors’marketing.Throughreadingmanyliteratures,theauthorfindsthatinChina,manyscholarsuseSWOTanalysistoanalyzecommunicationsmarket.
ChenAnping(2009),apostgraduateinXiamenUniversity,inhisthesis“ChinaMobile’sMarketingStrategyin3GTimes”,adoptedthetoolofSWOTtoanalyzethestrengths,weaknesses,opportunitiesandthreatsofChinaMobile’smarketingbusiness.Intheend,heputforwardsomeadviceonChinaMobile’smarketingpositioningandimplementin3Gtimes.LiuShiyuandShaKang(2009),tookChinaMobileCommunicationsCorporationasresearchsamples,madeaSWOTanalysisofitanddesignedSO,WO,ST,WTstrategies,whichofferedconstructivereferencetoChinaMobile’sstrategydecisionin3Gtimes.
2.2M-zone’sPromotionStrategy
SincethatM-zone’smainmarketisinChina,therehavebeennobroadstudiesrecently.BelowaretheChinesescholars’studiesonM-zone’spromotionstrategy.
DuanYong(2008),aundergraduateofSouthwesternUniversityofFinanceandEconomics,inhispaper“How‘M-zone’keepsitscontinuouscompetitiveness”,confirmedthat“M-zone”hadachievedgreatsuccessinchoosingZhouJielunasthespokesmanandusingpublicrelationstopromoteononehand,andpointedoutitschallengesontheotherhand.Atlast,hemadeconclusionsthat“M-zone”shouldbepreparedfordangerintimesofsafetyandtakeactivestepstokeepcontinuouscompetitiveness.ZhuYuxiang(2006),apostgraduateofDalianUniversityofTechnology,inhisthesis“Thecaseresearchof‘M-zone’ofDalianMobileCommunicationCorporate”,saidthatadvertisingandpersonalsellingwerethemainpromotionforms.Afteranalysis,hepointedout“M-zone”shouldmakeitspromotionattheforefrontoffashionandgraspthekeyperiodstopromote.HanXiaoyang(2006),apostgraduateofUniversityElectronicScienceandTechnologyofChina,inhismaster’sthesis“MarketdevelopmentandinnovationresearchofM-zone”,heconfirmedthesuccessofM-zone’sintegratedmarketingthroughtheanalysisofitscommunicationtoolsduringthreeperiods—pre-sale,in-saleandafter-sale.
Throughliteratureresearch,theauthorfindsthatrecently,therehavebeenfewscholarsusingSWOTanalysistoanalyzethepromotionstrategiesincommunicationsindustry.Therefore,thepaperwilltakeJSNUforexample,makeaSWOTanalysisofM-zone’spromotionstrategiesinJSNUbasedonthepsychologicalfeaturesandatlastachievesomeeffectivestrategiesthroughmatchingthefourfactorsofstrengths,weaknesses,opportunitiesandthreats,whichisacreativepointandwillenrichtheabovestudies.
ChapterThreeTheoreticalFrame
3.1IntroductionofSWOTAnalysis
Definition:
SWOTanalysis,alsocalledsituationanalysis,wasputforwardinthe1980sbyHeinzWeihrich(海因茨·
韦里克),aprofessorofmanagementattheuniversityofSanFrancisco.ThelettersofSWOTrespectivelystandforstrengths,weaknesses,opportunitiesandthreats.Itisastrategicplanningmethodusedtoevaluatethestrengths,weaknesses,opportunitiesandthreatsinvolvedinaprojectorinabusinessventure.Itinvolvesspecifyingtheobjectiveofthebusinessventureorprojectandidentifyingtheinternalfactors(strengthsandweaknesses)andexternalfactors(opportunitiesandthreats)thatarefavorableandunfavorabletoachievethatobjective.
ThebasicstepsofSWOTanalysisHeinzWeihrich(p.117)putforwardinthebookareasfollows:
First,analyzetheinternalstrengthsandweaknessesofbusinessventure.
Second,analyzetheexternalopportunitiesandthreatsthatmaycomefromtheoutsideenvironmentchanges.
Third,matchtheexternaloppo
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