动感地带swot分析论文-毕业论文.doc

本科生毕业设计（论文）

SWOT Analysis of M-zone’s Promotion Strategy in Jiangsu Normal University
论 文 题 目：S

Abstract
Nowadays, with the rapid development of economy & technology, every person has at least one mobile phone, thus the competition in the communications market becomes more and more drastic. On college campuses, the competition among China Mobile's "M-zone", China Unicom's "UP New Forces" and China Telecom's "Tian Yi Campus Line" is extremely fierce. “M-zone”, as the leader of youth market, how to keep its leader position 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-zone's promotion activities in JSNU from the four aspects of personal selling, sales promotion, 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 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

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Contents
Abstract ii
摘要 iii
Chapter One Introduction 1
1.1 General Statement of the Paper 1
1.2 Research Objectives and Research Significance 2
1.3 Overall Structure of the Paper 3
Chapter Two Literature Review 4
2.1 SWOT Analysis 4
2.2 M-zone’s Promotion Strategy 4
Chapter Three Theoretical Frame 6
3.1 Introduction of SWOT Analysis 6
3.2 The Matrix of SWOT Analysis 6
Chapter Four SWOT Analysis on M-zone’s Promotion Strategy in JSNU 9
4.1 A Series of Promotion Activities in JSNU 9
4.2 Analysis of M-zone’s Promotion Strategy in JSNU with the Tool of SWOT 11
4.2.1 Internal Strengths 11
4.2.2 Internal Weaknesses 12
4.2.3 External Opportunities 13
4.2.4 External Threats 13
4.3 Matrix of the above SWOT Analysis 14
4.4 Brief Summary 15
Chapter Five Conclusion 16
References 17

SWOT Analysis of M-zone’s Promotion Strategy in Jiangsu Normal University

Chapter One Introduction

1.1 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 not 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-zone's 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 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 Mobile's "M-zone", China Unicom's "UP New Forces" and China Telecom's "Tian Yi Campus Line" is extremely fierce.
Under the new situations, 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-zone's promotion strategy based on the psychology 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-zone's promotion strategy in JSNU. At last, some advice will be made on M-zone’s promotion strategy in other colleges.
1.2 Research Objectives and Research Significance
Research Objectives: Through the research of M-zone’s 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-zone’s promotion strategy in JSNU. At the same time, results of this paper can be used for reference by other colleges.
Research Significance: According to Wu Jian'an, a Chinese scholar, "Promotion strategy is one of the four marketing strategies. How to correctly make and properly use promotion strategy is a necessity for an enterprise to obtain advantaged production-marketing conditions and significant economic benefits."(Wu, 2007, p.374) For "M-zone", if it has the correct promotion strategy, it will be a great success in communications market. While modern college students are the main consumers of "M-zone", and if correct promotion activities can be carried out to attract them to choose "M-zone" and become long-term users, “M-zone” will have a promising future in college campus market. Therefore, the study of M-zone’s promotion strategy on college campuses is of certain practical value.
1.3 Overall Structure of the Paper
The paper is divided into five chapters. Chapter one is an introduction, including the general statement of the paper, the objectives and the practical significance of the study. Chapter two is a literature review, which consists of the predecessors’ studies of SWOT analysis and M-zone’s promotion strategy. Chapter three describes the theoretical frame this paper based on. Chapter four presents a series of M-zone’s promotion activities in JSNU and the analysis results of these activities. The last chapter summarizes the major findings as well as the limitations of the paper.

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”, 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.

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 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
Internal Strengths
Internal Weaknesses
External Opportunities
SO Strategy
WO Strategy
External
Threats
ST Strategy
WT Strategy
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 strengths and at the same time minimize the threats. (p. 119)
WT Strategy (Minimal-minimal Strategy): It is a strategy that to minimize the negative impacts of internal weaknesses and external threats. (p. 119)

Chapter Four SWOT Analysis on M-zone’s Promotion Strategy in JSNU

4.1 A Series of Promotion Activities in JSNU
M-zone's promotion activities in JSNU are summed up from four aspects of personal selling, sales promotion, advertising and public relations. Below are the concrete contents:
First, personal selling. Personal selling is a bidirectional communication between salespeople and customers, including face-to-face communication, telephone communication and networking conference. China Mobile employs some college students as salespeople to promote “M-zone”. These salespeople go to the students’ dormitories directly to promote “M-zone” in the form of face-to-face communication. They may highlight the flashing points of some new businesses to catch the students’ eyes and persuade them to become “M-zone” users.
Second, sales promotion. Sales promotion is the most common method we can see that China Mobile use to promote “M-zone”. The author lists the forms as follows: For one thing, offering freebies. When every new term begins, “M-zone” always carries out a lot of preferential activities, for example, if you buy a 50-yuan-valued prepaid phone card, you will get extra 300-yuan call charge for free plus a T-shirt, an umbrella or a delicate lamp for you to choose one from. In addition, you can get a free ticket for the Shanghai World Expo if you recharge 200-yuan one time. If you recharge 100-yuan one time, you can get a free 50-yuan shopping coupon of Wal-mart or Carrefour. For another, bonus points. The points are awarded according to the total amount of call charge you use, 1 yuan for 1 point. You can exchange many things with the points. For example, you can exchange for call charge, 500 points for 10 yuan; you can exchange for delicate gifts and value-added businesses; you can also exchange for free tickets of some popular concerts.
Third, advertising. M-zone’s advertising is of two forms. On one hand, television advertising. With Zhou Jielun(Jay Chou), Lin Junjie(JJ) and SHE as its spokesmen, “M-zone” is advertised on television of various kinds to highlight the different attractive features such as its 3G function and distinctive coloring ring back tone. On the other hand, giving out leaflets. Delicately-designed leaflets are often given out to the students to introduce the new businesses and its recent preferential activities to lure them to take part in.
Fourth, public relations. A shining point of M-zone’s promotion strategy in JSNU is its intense cooperation with communities and the youth league committee of JSNU. Public relations can produce great impact on popularity with low expense. The concrete activities are in the following:
For one thing, every freshman of JSNU can find an “M-zone” phone card in their admission letter. Moreover, 5-yuan call toll in the card can be used charge of free.
Then, campus cards in JSNU are designed with M-zone's spokesmen Jay Chou, JJ and SHE printed on the back side.
Furthermore, “M-zone” sets up an encouragement scholarship for those excellent students who cannot afford their tuition.
In addition, some communities in JSNU are sponsored by “M-zone” to hold activities (sports meeting, singing contest, dancing contest