动感地带SWOT分析论文Word文档下载推荐.docx

动感地带SWOT分析论文Word文档下载推荐.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,matchtheexternalopportun