Study On Marketing Strategy Of Portal Site Of A Co. Ltd

By the development of internet in 21th century, people enter information era globally. The internet users have reached 2 billion, new users have increased by 14%, internet domains have raised by 7% till December 2010. With the focus of Chinese government towards internet industry, internet industry develops rapidly, especially in Southern cities and some metropolises,. The information-based city construction has formed. However, due to the remote location, different culture and poor economics in Northwest part of China, the application of internet lags the development of internet compared to the South part, but the pervasion of internet technology and development of economics push more and more companies entering this kind of industry. How to operate webpage, one of internet products, in Northwest area becomes key problems for some internet firms.This article analyzes current situation of A Co. Ltd, such as limit capital, inefficient management, and figures out the revolution of marketing strategy of A Co. Ltd. The revenue of internet company comes from internet ads, internet game and wireless value-added business, so the main business of A Co., Ltd is internet ads. Internet products are virtual products, which is different from real products. How to build up own brand value, fulfill customers (internet users) demands for its virtual products under existing resources, is the focus of this article. This article analyzes macro-environment and micro-environment of A Co. Ltd by PEST, EFE Matrix, IEF Matrix and SWOT Matrix etc. Customer pyramid model is the new marketing strategy. Proper market and stable customer is the basis of development.When implementing a strategy, the firm will encounter some risks. The point of customer pyramid is to concentrate on customers, so A Co. Ltd is required to keep watch at the estimated risks. At the mean time, the marketing manager has to check and assess the marketing strategy implementation punctually, so that the executives can adjust tactics accordingly. The assessment of marketing strategy is the key element, which assure weather the firm can achieve its goal. The writer used the balanced scorecard to evaluate the new marketing strategy, and came up with improvement in terms of the results. By the development of internet in 21th century, people enter information era globally. The internet users have reached 2 billion, new users have increased by 14%, internet domains have raised by 7% till December 2010. With the focus of Chinese government towards internet industry, internet industry develops rapidly, especially in Southern cities and some metropolises,. The information-based city construction has formed. However, due to the remote location, different culture and poor economics in Northwest part of China, the application of internet lags the development of internet compared to the South part, but the pervasion of internet technology and development of economics push more and more companies entering this kind of industry. How to operate webpage, one of internet products, in Northwest area becomes key problems for some internet firms.This article analyzes current situation of A Co. Ltd, such as limit capital, inefficient management, and figures out the revolution of marketing strategy of A Co. Ltd. The revenue of internet company comes from internet ads, internet game and wireless value-added business, so the main business of A Co., Ltd is internet ads. Internet products are virtual products, which is different from real products. How to build up own brand value, fulfill customers (internet users) demands for its virtual products under existing resources, is the focus of this article. This article analyzes macro-environment and micro-environment of A Co. Ltd by PEST, EFE Matrix, IEF Matrix and SWOT Matrix etc. Customer pyramid model is the new marketing strategy. Proper market and stable customer is the basis of development.When implementing a strategy, the firm will encounter some risks. The point of customer pyramid is to concentrate on customers, so A Co. Ltd is required to keep watch at the estimated risks. At the mean time, the marketing manager has to check and assess the marketing strategy implementation punctually, so that the executives can adjust tactics accordingly. The assessment of marketing strategy is the key element, which assure weather the firm can achieve its goal. The writer used the balanced scorecard to evaluate the new marketing strategy, and came up with improvement in terms of the results.