The Research Of Marketing Strategy About Commercial Database

Since the first computer was born, people have started to research how to effectively organizing and using data by using the computer. Database technology and Database product history has been last for over half a century. With the advent of the Internet Age, information on the Internet increased dramatically, but high-quality and valuable information are still rare on the Internet. Therefore, only the development of all types of commercial database could meet the increasing information needs of users. Although China's commercial database market is still relatively small, But China has huge potential market.At present foreign database industry continues to flourish and is sweeping across the world trend, China's database industry is also very weak, there are many problems: competition from foreign competitors is a challenge, but also a threat; many domestic database of the same content; the introduction of new products is slow, products is not fit for users; the database publishers compete for University Library, public libraries and other traditional market, but enterprise market are overlooked.China's larger database publishers are mostly ever Institutions And reform come from China's science and technology intelligence system. They do not fully understand the information needs of enterprises, resulting in many database products can not meet the requirements of the corporate market; In addition, lacking of good marketing Strategy lead to a result that good product cannot be welcomed by users.In the current commercial market conditions, Database maker in China can only develop the right marketing strategies by having a proper understanding of the market. Then can they increase market share, enhance their market competitiveness of the industry and develop themselves.In this paper, by exploring the database history of China and foreign countries, we recognized the gap between China and foreign countries and the existing problems of us. Since China's market economy is gradually changing from a planned economy, for a long time, the product sales and marketing are overlooked by enterprises. And also people know little about marketing. Marketing are mistaken for advising and sale. In fact, the marketing of their products, marketing, sales and after-sales service of a comprehensive inspection. Appropriate marketing strategies can greatly help enterprises perform well in competition.First chapter of This article is introduction of foreign literature database on current situation, outlined the topic of this paper and point out the purpose and innovation. The second chapter introduces the basic theory of literature database: the basic definition of literature databases, the classification of the literature database, literature and history of the development of the database of domestic commercial bibliographic database and the existing problems. The third chapter is about marketing strategy and the importance of the content. In Chapter four, the author analysis the marketing strategy of the world wide famous database form DIALOG, SCI, Derwent. In Chapter five, the author analysis Chinese database market. By refer to a marketing research applied by SOUKU Company; we know more about the need of the database and Users obstacles. Also by researching Chinese famous database applier and their product we have a good understand about database marketing. Chapter 6 of this paper, the author respectively introduce database marketing strategy, including the target market strategy, product strategy, pricing strategy, distribution strategy, marketing strategy, public relations strategy and services marketing strategy.Based on completely comparing of VIP, WANFANGDATA and CNKI(three of the oldest and most representative information service Provider in China) the paper give out the target market business strategy, product strategy, Pricing strategy, distribution strategy, marketing strategy, public relations strategy and services marketing strategy of commerce database publishers.the commercial database market research will allow us to clear access to the industry's market environment, the user needs, and business marketing obstacles then to clear corporate marketing objectives and direction. On the other hand, by a representative comparing of the database product, technology, markets of different company, people can clearly understand the situation of enterprises, the market demand, finally have right marketing strategy.