Chapter Two Literature Review
2.1 SWOT Analysis
SWOT analysis is widely used by enterprises at home and abroad to make marketing strategies and analyze competitors? marketing. Through reading many literatures, the author finds that in China, many scholars use SWOT analysis to analyze communications market.
Chen Anping(2009), a postgraduate in Xiamen University, in his thesis “China Mobile?s Marketing Strategy in 3G Times”, adopted the tool of SWOT to analyze the strengths, weaknesses, opportunities and threats of China Mobile?s marketing business. In the end, he put forward some advice on China Mobile?s marketing positioning and implement in 3G times. Liu Shiyu and Sha Kang(2009), took China Mobile Communications Corporation as research samples, made a SWOT analysis of it and designed SO, WO, ST, WT strategies, which offered constructive reference to China Mobile?s strategy decision in 3G times.
2.2 M-zone’s Promotion Strategy
Since that M-zone?s main market is in China, there have been no broad studies recently. Below are the Chinese scholars? studies on M-zone?s promotion strategy. Duan Yong(2008), a undergraduate of Southwestern University of Finance and Economics, in his paper “How ?M-zone? keeps its continuous competitiveness”,
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confirmed that “M-zone” had achieved great success in choosing Zhou Jielun as the spokesman and using public relations to promote on one hand, and pointed out its challenges on the other hand. At last, he made conclusions that “M-zone” should be prepared for danger in times of safety and take active steps to keep continuous competitiveness. Zhu Yuxiang(2006), a postgraduate of Dalian University of Technology, in his thesis “The case research of ?M-zone? of Dalian Mobile Communication Corporate”, said that advertising and personal selling were the main promotion forms. After analysis, he pointed out “M-zone” should make its promotion at the forefront of fashion and grasp the key periods to promote. Han Xiaoyang(2006), a postgraduate of University Electronic Science and Technology of China, in his master?s thesis “Market development and innovation research of M-zone”, he confirmed the success of M-zone?s integrated marketing through the analysis of its communication tools during three periods—pre-sale, in-sale and after-sale.
Through literature research, the author finds that recently, there have been few scholars using SWOT analysis to analyze the promotion strategies in communications industry. Therefore, the paper will take JSNU for example, make a SWOT analysis of M-zone?s promotion strategies in JSNU based on the psychological features and at last achieve some effective strategies through matching the four factors of strengths, weaknesses, opportunities and threats, which is a creative point and will enrich the above studies.
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Chapter Three Theoretical Frame
3.1 Introduction of SWOT Analysis
Definition: SWOT analysis, also called situation analysis, was put forward in the 1980s by Heinz Weihrich(海因茨·韦里克), a professor of management at the university of San Francisco. The letters of SWOT respectively stand for strengths, weaknesses, opportunities and threats. It is a strategic planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal factors (strengths and weaknesses) and external factors (opportunities and threats) that are favorable and unfavorable to achieve that objective.
The basic steps of SWOT analysis Heinz Weihrich (p. 117) put forward in the book are as follows:
First, analyze the internal strengths and weaknesses of business venture. Second, analyze the external opportunities and threats that may come from the outside environment changes.
Third, match the external opportunities and threats with internal strengths and
weaknesses to achieve feasible strategies. 3.2 The Matrix of SWOT Analysis
The author will respectively list the internal strengths, weaknesses and the
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external opportunities and threats, then establish a matrix of SWOT analysis. In the matrix, the author will match the four factors and make out four feasible strategies --SO strategy, WO strategy, ST strategy and WT strategy. The basic idea is to use strengths to exploit opportunities, to avoid their weaknesses and to defend against any known threats. The matrix (Weihrich, 2008, p. 118) is in the following:
SWOT Matrix for Planning Strategies
Internal factors External factors External Opportunities External Threats Heinz Weihrich also gives the definitions of the four strategies:
SO Strategy (Maximal-maximal Strategy): It is the most ideal strategy that grasps the external opportunities and exploits the internal strengths at the same time.(Weihrich, 2008, p. 118)
WO Strategy (Minimal-maximal Strategy): It is a strategy to maximize the effects of opportunities and at the same time minimize the influence that weaknesses produce. (p. 119)
ST Strategy (Maximal-minimal Strategies): It is a strategy that makes full use of the internal strengths to overcome the external threats in order to maximize the
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Internal Strengths Internal Weaknesses SO Strategy WO Strategy ST Strategy WT Strategy
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