动感地带SWOT分析论文Word文档下载推荐.docx

1、s M-zone, China UnicomUP New Forces and China TelecomTian Yi Campus Line is extremely fierce. “M-zone”, as the leader of youth market, how to keep its leader position has been an urgent problem to solve. At this moment, the study of promotion strategy appears especially important. In this paper, the

2、 author will take Jiangsu Normal University for example, list a series of M-zones promotion activities in JSNU from the four aspects of personal selling, sales promotion, advertising and public relations. Then the author will make a SWOT analysis of them based on the psychology of young consumers an

3、d match the internal factors（strengths and weaknesses） and the external factors（opportunities and threats） to obtain SO strategy, ST strategy, WO strategy and WT strategy. The strategies may also offer references for other colleges.Key Words: M-zone SWOT Analysis Promotion摘要 如今，随着经济、技术的迅速发展，每个人都至少持有

4、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

5、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ContentsAbstract ii摘要 iiiChapter One Introduction 11.1 General Statement of the Paper 11.2 Research Objectives and Research Significance 21.3 Overall Structure of the Paper 3Chapter Two Literature Review 42.1 SWOT Analysis 42.2 M-zones Promotion Strategy 4Chapt

6、er Three Theoretical Frame 63.1 Introduction of SWOT Analysis 63.2 The Matrix of SWOT Analysis 6Chapter Four SWOT Analysis on M-zones Promotion Strategy in JSNU 94.1 A Series of Promotion Activities in JSNU 94.2 Analysis of M-zones Promotion Strategy in JSNU with the Tool of SWOT 114.2.1 Internal St

7、rengths 114.2.2 Internal Weaknesses 124.2.3 External Opportunities 134.2.4 External Threats 134.3 Matrix of the above SWOT Analysis 144.4 Brief Summary 15Chapter Five Conclusion 16References 17Chapter One Introduction1.1 General Statement of the Paper “M-zone” is one of the three brands （M-zone, Eas

8、y-own and Go Tone） of China Mobile. In March of 2003, considering the fact that communications in China did not have a market segment for people aged 15 to 25, China Mobile launched “M-zone” with the main elements of “novelty, fashion and fun” throughout China. Then, “M-zone” came up with the slogan

9、 “My site, listen to me!” and was resolved to make it a fashionable brand standing for youth culture. M-zones users had been over 20 million in only 15 months. In other words, a new user appeared every three seconds. has become the leader in the youth market. With the rapid development of science te

10、chnology, mobile phones have been a necessity for communication. People, whether rich or poor, old or young, have at least one mobile phone. Therefore, the competition in communications market has been more and more intense. In college campus market, the competition among China Mobile is extremely f

11、ierce.Under the new situations, for , how to take advantage of its strengths and opportunities to optimize the marketing forms to keep its leader position has been an urgent problem to solve. In this paper, the author will take JSNU for example and focus on the SWOT analysis of M-zones promotion str

12、ategy based on the psychology of young consumers. Then, some feasible strategies （SO strategy, ST strategy, WO strategy and WT strategy） will be obtained through matching the internal factors and external factors of M-zones promotion strategy in JSNU. At last, some advice will be made on M-zones pro

13、motion strategy in other colleges.1.2 Research Objectives and Research Significance Research Objectives: Through the research of M-zones promotion strategies in JSNU, the author tries to find out the strengths, weaknesses, opportunities and threats. Then the author will match the four factors to ach

14、ieve effective strategies of M-zones promotion strategy in JSNU. At the same time, results of this paper can be used for reference by other colleges.Research Significance: According to Wu Jianan, a Chinese scholar, Promotion strategy is one of the four marketing strategies. How to correctly make and

15、 properly use promotion strategy is a necessity for an enterprise to obtain advantaged production-marketing conditions and significant economic benefits.（Wu, 2007, p.374） For , if it has the correct promotion strategy, it will be a great success in communications market. While modern college student

16、s are the main consumers of , and if correct promotion activities can be carried out to attract them to choose and become long-term users, “M-zone” will have a promising future in college campus market. Therefore, the study of M-zones promotion strategy on college campuses is of certain practical va

17、lue.1.3 Overall Structure of the Paper The paper is divided into five chapters. Chapter one is an introduction, including the general statement of the paper, the objectives and the practical significance of the study. Chapter two is a literature review, which consists of the predecessors studies of

18、SWOT analysis and M-zones promotion strategy. Chapter three describes the theoretical frame this paper based on. Chapter four presents a series of M-zones promotion activities in JSNU and the analysis results of these activities. The last chapter summarizes the major findings as well as the limitati

19、ons of the paper.Chapter Two Literature Review2.1 SWOT AnalysisSWOT analysis is widely used by enterprises at home and abroad to make marketing strategies and analyze competitors marketing. Through reading many literatures, the author finds that in China, many scholars use SWOT analysis to analyze c

20、ommunications market. Chen Anping（2009）, a postgraduate in Xiamen University, in his thesis “China Mobiles Marketing Strategy in 3G Times”, adopted the tool of SWOT to analyze the strengths, weaknesses, opportunities and threats of China Mobiles marketing business. In the end, he put forward some ad

21、vice on China Mobiles marketing positioning and implement in 3G times. Liu Shiyu and Sha Kang（2009）, took China Mobile Communications Corporation as research samples, made a SWOT analysis of it and designed SO, WO, ST, WT strategies, which offered constructive reference to China Mobiles strategy dec

22、ision in 3G times. 2.2 M-zones Promotion Strategy Since that M-zones main market is in China, there have been no broad studies recently. Below are the Chinese scholars studies on M-zones promotion strategy. Duan Yong（2008）, a undergraduate of Southwestern University of Finance and Economics, in his

23、paper “How M-zone keeps its continuous competitiveness”, confirmed that “M-zone” had achieved great success in choosing Zhou Jielun as the spokesman and using public relations to promote on one hand, and pointed out its challenges on the other hand. At last, he made conclusions that “M-zone” should

24、be prepared for danger in times of safety and take active steps to keep continuous competitiveness. Zhu Yuxiang（2006）, a postgraduate of Dalian University of Technology, in his thesis “The case research of M-zone of Dalian Mobile Communication Corporate”, said that advertising and personal selling w

25、ere the main promotion forms. After analysis, he pointed out “M-zone” should make its promotion at the forefront of fashion and grasp the key periods to promote. Han Xiaoyang（2006）, a postgraduate of University Electronic Science and Technology of China, in his masters thesis “Market development and

26、 innovation research of M-zone”, he confirmed the success of M-zones integrated marketing through the analysis of its communication tools during three periodspre-sale, in-sale and after-sale. Through literature research, the author finds that recently, there have been few scholars using SWOT analysi

27、s to analyze the promotion strategies in communications industry. Therefore, the paper will take JSNU for example, make a SWOT analysis of M-zones promotion strategies in JSNU based on the psychological features and at last achieve some effective strategies through matching the four factors of stren

28、gths, weaknesses, opportunities and threats, which is a creative point and will enrich the above studies.Chapter Three Theoretical Frame3.1 Introduction of SWOT AnalysisDefinition: SWOT analysis, also called situation analysis, was put forward in the 1980s by Heinz Weihrich（海因茨韦里克）, a professor of m

29、anagement at the university of San Francisco. The letters of SWOT respectively stand for strengths, weaknesses, opportunities and threats. It is a strategic planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture. It involv

30、es specifying the objective of the business venture or project and identifying the internal factors （strengths and weaknesses） and external factors （opportunities and threats） that are favorable and unfavorable to achieve that objective. The basic steps of SWOT analysis Heinz Weihrich （p. 117） put forward in the book are as follows: First, analyze the internal strengths and weaknesses of business venture. Second, analyze the external opportunities and threats that may come from the outside environment changes. Third, match the external opportun