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1、针对Z公司市场营销的问题，本文运用市场营销理论，提出Z公司需要发挥差异化市场定位的特点，增强大客户营销、特别是解决方案营销的能力，进一步加强市场推广和品牌营销力度。针对上述几方面，本文分别提出了改进优化建议。本文对于Z公司国内的市场营销与拓展具有较大的实践意义，为后续业务发展指明了方向。关键词：通信设备行业，市场营销，大客户销售万方数据ANALYSISANDRESEARCHONDOMESTICMARKETOFZFIRMABSTRACTTelecomoperatorprovidestheaccessofnetworkf
2、orthepublic,enterprisesandgovernment,whichcancarryvoice,data,internetandmassivekindsofservice.Withthedevelopmentofsociety,thedemandofindividualandsocietyforinformationservicesbecomesmoreandmorevigorous.Itisdemandedaspeedyandwidetelecommunicationnetwork.Inrecent
3、years,threedomesticoperators，ChinaMobile,ChinaUnicom,ChinaTelecom，haveinvestedmorethan100BillionRMBintheconstructionoftelecommunicationnetworkeveryyear.Nowadays,thethreemajoroperatorshavebuiltupnationwidemobileandfixedcommunicationnetwork,whichcoveredmorethan99
4、%ofthepeople.Howevertheexistinginformationnetworkcannotmeettheneedsofsociety,inwhichthevoice,databusinessvolumearedoubledyearoveryear.Theoperatorsintroducednewtechnologyandproductsatthesametime.In2013,theoperatorsstartedthe4GLTEnetworkconstructionprojectinChina
5、.Theconstructionofnetworkwithhugeinvestmenthasbroughtenormousbusinessopportunitiestonetworkequipmentsupplier.ZCooperation,asamajorsupplierofcommunicationnetworkequipment,万方数据shouldseizetheseopportunitiestoexpandmarketshareandimproveprofitability,finallytoaccele
6、ratethedevelopmentofthecompany.Thispaperfocusesonmarketing&salesofZCorporationindomesticmarket.ItanalyzesthemarketinginsightandthegeneralinformationofZCooperation,includingorganizationstructure,productpositioningandbusinessoperationinpastyears.Throughtheanalysi
7、s,wefindthatZCorporationhasfollowingproblems,i.e.,producthomogeneity,unclearmarketingstrategy,nolongtermstrategyoforganizationstructure.ItisnecessaryforZCooperationtoimprovethemarketingstrategiesandbusinessmodesfordomesticmarket.Basedontheanalysis,thispaperputs
8、forwardthatZCorporationshouldenhancekeyaccountsales,especiallythecapabilityofsolutionsales.Anditshouldfurtherstrengthenbranding.Inviewoftheaboveseveralaspects,thispaperputsf
