A公司国际营销战略研究

华中科技大学硕士学位论文A公司国际营销战略研究姓名：陶鹏申请学位级别：硕士专业：工商管理指导教师：聂鸣20060425IA30A2001A201080%AAAAJDSUAIIAbstractWithover30yearshistory,AcompanyisafamousopticalcomponentsmanufacturerinChina,whoistargetingatopticalsystemintegratorinthewholeworld.Duetoglobalizationinmostcountriesoneconomy,technologyandculture,Acompanyissignificantlyinfluencedininternationalmarket.Inthenext5years,Acompanyisplanningtoobtaindoubleannualsalesrevenueandcontribute80%salesshare.Whatkindofstrategiesshouldthecompanyapplyforinternationalbusinessinordertoachievethistarget?ThisthesisstudiestheinternationalbusinessstrategiesofAcompany.Firstly,thethesispresentsthecompanyprofile,internationalmarketingandsalessituationandrelatedmarketingandstrategymanagementtheory.Secondly,thethesisanalysestheexternalenvironmentsincludingmacroenvironment,industrialstructureandcompetitors.Thirdly,thethesisanalysesinternalcapability,suchasmanagement,technology,marketing,manufacturingandfinance.Accordingly,thestrengths,weaknesses,opportunitiesandthreatsareindicated,comparedtocompetitors.Basedonitsperformanceinglobalmarket,Acompanypossessescertaincompetitioncapability.However,itisininferiorpositioncomparedtomulti-nationalgiantsuchasJDSU.Therefore,thethesisproposesapplicableinternationalmarketingstrategiesincludingtotalcostleadershipstrategy(RedOceanStrategy)forcurrentcompetitionandBlueOceanStrategyforexceedingcompetition.Furthermore,thesecondstrategyshouldbepaidmoreattentionbyAcompany.Keywords:OpticalCommunicationInternationalMarketingBlueOceanStrategy111.1AA1JDSUBookham20002003[3]2KMIFTTP2009323--4FTTPCAGR54Verizon2006100FTTPFTTP[3]3JDSUAA21.22060[1](WraoeAlderson)1957((JohnAHoward)1964·4PProductPricePlacePromotion1966-1980(GeorgeSDowning)19711967(PhilipKotler)19846P:4()P[17]319811981198119831985[6]1986[4][17]1990·Lauteborn4C4PConsumer“”“”CostConvenienceCommunication1991·DonSchultz“”IntegratedMarketingCommunicationIMC“”[20]1995PaustianChude“”·——[9][17]·DonSchultz4Rs[(Relevancy)(Response)(Relationship)(Reward)]14234[20][41]·MichaelPorter[5]1-11-1“”[5]·[5]5[5]W.··“”“”“”1.31.3.1AA1AA263A1.3.21A23AAJDSUA722.1(FDI)WTOGDP50%8%FDI[7]PoliticalEconomicSocialTechnologicalPESTA2-1PEST82.1.1VOIP1915164[18]2WTO1WTOWTO1302000WTO1995WTOWTO3%[7]2WTOWTO10WTO31997211998“”21[11]902.1.22003213L37WEEERoHS2005813200671[19]2005,200671PBBPBDE666[19]2.1.320051823219.9200410.1[23]111020Pyramid20062520WTO20056373.711.3%5799.011.7%2071.34.7%3GNGNIPTV3GTheThirdGenerationNGNNextGeneration12Network200620082010NGN3G2006FTTHNGN2006200020042.1.4132.1.5,9,,,,19881988199404DWDMCDMAATMSTMSDH8X2.5Gbit/sSDH141207019702080PDHPlesynchronousDigitalHierarchy/G.730PDH1988CCITTSONETSDHSDHPDHSDHSDH1994DWDM90WDMSDH1998DWDMWa-veStarOLS400G801999111022DWDM3ClenaDWDM19995Nortel2000160DWDM-OPTrera1600GOC19210GbS16TbS16TbsMClWorldCom20001OPTera1600GMetromedlaOPTeraTelecom99200164TbSDWDM4080GbS1564TbSTelecom99SDH80~12162701977SOAEDFAEDFASTM-1STM-4STM-16TMREGADMSTM-64478.8DWDM4X2.5Gb/s8X2.5Gb/s16X2.5Gb/s32X2.5Gb/sDWDM4OADM2000331IPoverSDH2.216EPONICCSZ(DCAJ)e-Japan2005300010002007RHK2009PONIC52/3[12]2002WTO12200320032005CAGR200221.6%200072002182003132002136024%74013%2002316055%[10]ICCSZ2005379%5%-20%[21]172-2199820052006022005WDMMSTPASONFTTHASONFTTH[24]FTTH15020001.2/20050.1/ASIC30%-40%GPON()20042500/20051500/[16]FTTH3G“”2006201010%20102900[22]20051820062006201015%1FTTHNGNASONMSTPPON2[25]3“”DWDMASONMSTP4PONLAN/SANMSAPONSFPXFP519“”[26]2.2.11[27]2,[28]2.2.2[29]2.2.3AAA2.2.4AA20A2.2.5A[30]200631020%A2.3Ovum-RHK2005200411%29.2JDSUBookham,Avanex2005429%9%4FinisarJDSUBookham,AvanexRHK20041500979438M,832004231200465%15%1JDSU21JDSU1981201999RamarCorporation20045JDSU15199942000320012200232003120042JDSU2003JDSUJDSU2BookhamBookham19882002200452002BookhamMarconiNortelNetworksBookhamNortelNetworksGaAsLD15GaAsLDBookham2003BookhamCierraPhotonicsSantaRosaSFPXFPBookhamXFP2003Boomham3AvanexAvanex19972003AvanexCorningAlcatelAlcatelAlcatelAlcatelAvnex70%Avanex4Finisar19882000200022Finisar72005FinisarInfineonHoneywellVCSELFinisar20032006JDSU2006OFCBookhamAvanexWSSROADMBookhamAvanexXenpakEDFA12000199940[12]2[12]3234[31]Avanex4Bookham15JDSU115JDSUSantaRosaNewJerseyFinisar20252020018Transwave[37]2-1JDSUBookhamAvanexFinisarA()69.235.374.894.691.25,0222,3097922,58080073.40%32.70%-13.70%28.00%20%()9.082.341.603.370.327.41%18.50%7.66%31.66%20%=AVNX1A22433.1AAA19742001A1.2,800XXA8003-18%2.5A653521304545A3-1A21%8%46%11%10%4%R&DMarketingProductionQCManagement253-23-211%40%A3.2A[6]A11%23%18%44%4%MastersordoctorsBachelorsJuniorcollegeTechnicalsecondaryschoolOthers263.330A3-3A3-3A10%“863”50A4160103-42004A10042A2004JDSU60000.511.522.533.544.51999200120032005(F)273-4A3.4A201080%3-5A121036261645419100510152025303540Before20002001200220032004PatentsAppliedPatentsGranted0501001502002503009899200020012002200320042005283-63-53-6200220%A15[31]AAA2004A1.3%JDSU20%A20%40%AAAADHLAA[15][17]0%10%20%30%40%50%60%70%80%90%100%20012002200320042005(F)293.5A11211020059AA20062AAAA3.6AAA30,95[9]3044.1SWOTASWOT4-1SWOTStrengthsWeaknesses123412;3)4Opportu