| With the development of the national economy,the requirement of maintaining the stability and harmony of the whole social environment is increasingly prominent.The timely response and rapid disposal of various natural disasters,large-scale social group gathering events and emergencies by governments at all levels have become an important work.The traditional voice dispatching command has gradually failed to meet the actual needs of sudden stability maintenance.On the one hand,it requires the coordinated dispatching and unified command among key industries,such as public security,fire protection,armed police and even the military;on the other hand,the command center also puts forward the requirements for the timely transmission of video images at the scene of the incident;at the same time,the massive "Tianyan" system provided by the densely distributed large and medium-sized cities in China How to use data more widely in public security and other industries is also an important condition for the realization of "smart city".The above requirements put forward higher requirements for the realization of communication network's multi-mode compatibility,long-distance video image transmission,mass data fast retrieval and other specific technologies.Firstly,this thesis expounds the concept,measurement and research of technology acceptance model,as well as the research of 4P marketing and relationship marketing in communication industry,which lays a solid theoretical foundation for this study.Then it analyzes the development of private wireless communication industry and the business of YN communication company.Including the use of pest and five force model to carry out a comprehensive analysis of the private network wireless communication industry,from the economic indicators,business development,human resources and corporate culture,etc.to analyze the basic situation of YN communication company,and to analyze the marketing structure of YN communication company.Then,this thesis makes an empirical analysis of the intention and existing problems of the wireless communication terminal in the private network.This thesis uses the technology acceptance model to put forward the corresponding research hypothesis and form a research model.Through questionnaire survey and comprehensive statistical analysis,the research thinks that perception of usefulness,perception of ease of use,perception of competence and perception of entertainment have a positive effect on the intention of the police communication equipment,and On the basis of data analysis,this thesis analyzes the existing problems of perception usefulness,perception ease of use,perception competence,perception entertainment and so on.Finally,based on the above analysis of the industry,company and users,this thesis puts forward the marketing strategy promotion plan of YN communication company.On the basis of the analysis of the first two chapters,this chapter first defines the company's strategic positioning and development plan,and then based on the four dimensions of the technology acceptance model,it puts forward marketing strategies such as the intelligent and useful police system,the easy-to-use integration of terminal equipment,the competent upgrading of terminal functions and the active use of app,and expounds a series of safeguard measures.The research contributions of this thesis are mainly in two aspects: first,the mature model of technology acceptance model is successfully applied to the new application field of private network wireless communication in theory,and combined with marketing strategy;second,in practice,various management research tools are used to research and analyze the needs and use intentions of private network communication industry,yn communication company,end-user,and in the following aspects: Based on the analysis of the results,the marketing strategy improvement plan of YN communication company is put forward,which is a great contribution to the future development of YN communication company in practice.. |
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