The Marketing Strategy Of Telecom Value-Added Enterprise Services

Small and middle size enterprises (SMB), amount to 9.8 million in China, now become the most dynamic part of the economy. SMBs do not only produce textiles, shoes, food, metals or electron device, which are exported to Europe, North America, Asia or Africa countries, but also provide maintenance, administration, travel, logistics, and consulting services to big companies.As we all know, the advantage of local SMB enterprises is the low-cost operation and quickly changing business process which can adapt to the changing market trend quickly. Since 2000, the costs of labor, energy and land went up so fast that most SMBs lost their low cost advantages, and on the other side, big companies cut down their operation cost by IT system, which may get those big companies more advantages on competitions.Information technology obviously became the most efficient method to upgrade SMB market competition advantages, but because of the high cost of investment on IT system and lack of professional IT support team, most of SMBs do not want to take the risk of IT.On the other hand, the high-end IT market is so saturated that the average gross margin ratio declined sharply to about 10% for hardware, 25% for software and 35% for IT services. In order to keep the increase of sales revenue, some multi-national IT giants, such as IBM, SAP, Oracle, launched SMB business strategy to develop this uncultured low-end market, but to some extent failed.This thesis focuses on analyzing the IT demands of SMBs, and tries to find out a feasible SMB informationlization business module, which called telecom value-added IT application outsourcing service. This business module does not only solve the SMB's difficulties on how to choose IT products, how to have a better return on IT investments, and how to get long-term after-sales IT services, but also can solve the IT producer's difficulties on how to sell the low-price products by low-cost operations, and how to provide customized services to SMBs by the lowest cost.This thesis bases on studying on the current SMB IT demand market, competitions, IT industry value chain and marketing strategy. It will be helpful for us to find out the way to get a solution of SMB enterprises infomationlization.