《动感地带SWOT分析论文1》由会员分享，可在线阅读，更多相关《动感地带SWOT分析论文1（21页珍藏版）》请在金锄头文库上搜索。
1、存档日期： 存档编号： 本科生毕业设计（论文）SWOT Analysis of M-zones Promotion Strategy in Jiangsu Normal University论 文 题 目：S姓 名： 陈绍雪 学 院： 外国语学院 专 业： 英语（商贸） 年 级 、 学 号： 08级 08042054 指 导 教 师： 朱惠华 江苏师范大学教务处印制Abstract Nowadays, with the rapid development of economy & technology, every person has at least one mobile phone, t
2、hus the competition in the communications market becomes more and more drastic. On college campuses, the competition among China Mobiles M-zone, China Unicoms UP New Forces and China Telecoms Tian Yi Campus Line is extremely fierce. “M-zone”, as the leader of youth market, how to keep its leader pos
3、ition has been an urgent problem to solve. At this moment, the study of promotion strategy appears especially important. In this paper, the 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 p
4、romotion, advertising and public relations. Then the author will make a SWOT analysis of them based on the psychology of young consumers and match the internal factors(strengths and weaknesses) and the external factors(opportunities and threats) to obtain SO strategy, ST strategy, WO strategy and WT
5、 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
6、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iiiContentsAbstractii摘要iiiChapter One Introduction11.1 General Statement of the Paper11.2 Research Objectives and Research
7、 Significance21.3 Overall Structure of the Paper3Chapter Two Literature Review42.1 SWOT Analysis42.2 M-zones Promotion Strategy4Chapter Three Theoretical Frame63.1 Introduction of SWOT Analysis63.2 The Matrix of SWOT Analysis6Chapter Four SWOT Analysis on M-zones Promotion Strategy in JSNU94.1 A Ser
8、ies of Promotion Activities in JSNU94.2 Analysis of M-zones Promotion Strategy in JSNU with the Tool of SWOT114.2.1 Internal Strengths114.2.2 Internal Weaknesses124.2.3 External Opportunities134.2.4 External Threats134.3 Matrix of the above SWOT Analysis144.4 Brief Summary15Chapter Five Conclusion16
9、References17SWOT Analysis of M-zones Promotion Strategy in Jiangsu Normal UniversityChapter One Introduction1.1 General Statement of the Paper “M-zone” is one of the three brands (M-zone, Easy-own and Go Tone) of China Mobile. In March of 2003, considering the fact that communications in China did n
10、ot 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 “My site, listen to me!” and was resolved to make it a fashionable brand standing for youth culture. M-zones
11、 users had been over 20 million in only 15 months. In other words, a new user appeared every three seconds. M-zone has become the leader in the youth market. With the rapid development of science technology, mobile phones have been a necessity for communication. People, whether rich or poor, old or
12、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 Mobiles M-zone, China Unicoms UP New Forces and China Telecoms Tian Yi Campus Line is extremely fierce.Under the new situat
13、ions, for M-zone, 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 strategy based on the p
14、sychology 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 promotion strategy in o
15、ther 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 achieve effective strategies of M-zones promotion strategy in JSNU. At the same time,
