营销管理学专业report-全球关系的营销危机

2015-10-12 13:59:54      点击:
 

Managing Global Relationship and Marketing Crisis

全球关系的营销危机

Executive Summary

本报告首先对国际关系的发展现状进行了分析,并给出了具体的案例研究说明英国电信公司进入中国市场的原因。供应商的决定和发展战略是最重要的影响因素。本报告为应对全球性的营销危机提供了解决方案和方法,后面主要对营销本身和公司的经营策略进行了分析。

The main purpose of this report is to, at first, present a comprehensive analysis of relationship development to entering oversea market and gives concrete case study to illustrate how a British telecommunication company Vodafone going into Chinese Market. Main suppliers are identified and development strategies are put forward. For the second task, this report provides the approach to cope with marketing crisis in a global environment. Major consequences are analyzed in respect of both marketing itself and other aspects of company operation. Finally, the reasons why certain solutions or responses are taken is also covered in the report to evaluate the possible approaches to regain the attention of the customer.

本报告主要是采用的案例分析法,对每一个认为进行单独的分析,并且提供必要的数据,进行描述和分析。

The major approach adopted in this report is case analysis. For each task, one major case is discussed in this report  respectively and necessary data are selected to provide a solid description.

通过本报告的分析,可以发现,关系发展的主题应该立足于个案,要从生产环节开始对外宣传。

Through analysis, the report finds firstly that the subject of relationship development should be based on individual case; secondly that the crisis management should be dealt with both from the production to publicity.

报告显示,在全球性的环境中,企业的管理应该采用更为全面的方法,以获得足够份额的市场占有率。但是考虑到市场的实际情况,该报告是一个全面的管理和营销的策略的体现。

The report suggests that in a global environment, corporation management should take a more comprehensive approach to gain market share in its target market, taking the real situation of the local market into consideration. Therefore, the report is a thorough description of the management and marketing process by which marketing managers may drawn reference from.  

There are some mobile suppliers releasing their cloud mobile phone to challenge the iPhone’s market sharing. Cloud mobile is based on the cloud computation technology and it requires a high speed data transformation. Therefore, the 4G technology can be used and device data sharing (the mobile-broadband transformation), which is the last-mile delivery is used. So the whole system is divided into two parts: the cloud part is responsible by Vodafone, and the device parts suppliers can be incorporated into the Vodafone.

Huawei Technoloies Co. Ltd., released their cloud mobile on Aug 2011. It is a private company owned by its employees. It is the second largest mobile telecommunication supplier in the world (the largest in China). Since its foundation in1987, Huawei has over 140,000 employees in over 20 countries. Further, it owns 17 Research & Development (R&D) institutes in countries including China, Germany, India, Russia, Sweden and the United States and invests over 2679 million USD on the research field. Over 43% of telecommunication equipment in China and 86% government electronic equipment are their products. (Mao & Zhang, 2005) Also it has widely recognized in countries like Kenya, Indonesia, Bangladesh and Nigeria. The Core business segments of Huawei are: 1. Telecom Networks; 2. Global Services; and 3. Devices. These segments are covering the fields of electronic engineering, civil engineering, international business, consulting, information and software engineering. Those strengths can be deeply incorporated in the network building, equipment manufacturing and device providing when the Vodafone enter China. The Vodafone can provide a very specific all-set network service for Huawei’s new cloud mobile phone and help them enter the Chinese mobile phone market.

2.2 Relationship  Development Strategies and their Benefits

Introduce the LTE system. The LTE (3GPP Long Term Evolution) standard is a 4G (4th generation telecommunication network) standard. This standard allows 1Gbps download and 500Gbps upload in peak speed.  The Vodafone is building its LTE system in the UK and Germany, and the Vodafone Germany is an on-run LTE system. It has a very competeexperience of 4G network service providing, from the network station to the marketing promotion. Huawei is the only Chinese company that developing the 4G hardware and domestic 4G standard TD-LTE, which is very similar to the one the Vodafone running in Germany. Therefore, as co-operators , the Vodafone can let  Huawei use its technology to build up their network station in China. The station is welcomed by the Chinese government, and the Vodafone can provide the customers feedback to the network running therefore improves the technology of Huawei’s 4G network.   

Make up good price tariffs. As the leading telecommunication company, the Vodafone has a very good marketing strategy setting and customer service. Those two strengths are the setbacks of the exiting three state-owned compotators. For the Huawei, they have no experience in mobile market; the concern may not on the device itself but the cloud mobile: e.g. users who buy the certain price plan can fully enjoy the cutting edge 4G cloud technology like external cloud storage, synchronized data and location with tablet computer, PC or even household electrical appliance.     

Provide good user experience. As stated before, Huawei is the best telecommunication supplier in China. This means that it can provide not only equipment but also experience of how to build up and set those equipment, especially in China. Outsourcing the hardware department to Huawei can lower the input investment in China, but still in a stable service. Then Vodafone can focus more on other business fields which they are already expert in.

Monopolize the 4G market. The 4G system can improve the user experience of Huawei and Xiaomi’s cloud mobile phone. This is the only cloud mobile products available in the market. For a long time, the device industry and the service provider