用竞争矩阵分析法确定营销决策方向——江苏恒龙通信的个案研究

Confirming the Direction of Marketing Strategy with Competitive Matrix Analysis-A Case Study of Jiangsu Henglong Communication Facilities Company

文章通过对江苏恒龙通信设备公司的个案研究,从营销战略决策分析这一视角,审视手机通路营销这一动态,将企业的调研结果用EFE、CPM、IFE评价矩阵方法转化为营销决策方向,力求为企业的策略制定者提供理论支持。这几种方法不仅适用于恒龙公司本身,更重要的意义在于为当今的企业家们提供了科学分析科学决策的依据。

This paper, with the case study of Jiangsu Henglong Communication Facilities Company, from the perspective of marketing strategy, aims at examining distribution channels of the cell phone. It provides an approach of EFE, CPM, IFE evaluation matrix, to transform marketing surveys into marketing strategies and makes every effort to offer theory support for the strategy-maker. These approaches are not merely suitable for Jiangsu Henglong Communication Facilities Company, more importantly, offer the basis of scientific analysis and strategies to current entrepreneurs.