Research On Marketing Strategy Of Dalin Database

In this paper, we studied the marketing strategies of Dalin database limited company (hereinafter referred to Dalin company) using the strategy management theory. With the speeding up of China's informatization construction, particularly in the government's e-government construction, many users choose the information products abroad to build their information-based solutions in the internal OA, portals, application software, and so on. At present, the basic software (infrastructure software, including operating systems, databases and middleware), basically have been monopolized by foreign products. the significance of this study is, by the analysis of Dalin company, to search for a suitable marketing strategy which promotes the company's development. We hope that it can be of some guidance to help domestic database product manufacturers breakout successfully under the powerful offensive play of foreign companies.From Darling's actual situation at this stage based on the domestic market database and the basic situation of the Darling database market conditions. In the external environment analysis, the key to the country's macroeconomic environment analysis, analysis of the industry environment, social and cultural factors of population, and in the competitive environment of the industry structure analysis, the use of the "five power" model of the existing competitors, potential competitors, substitutes , suppliers and buyers a detailed analysis to identify the external environment Darling companies, as well as the opportunities provided by the threat posed by.The strategy development and implementation process, the paper detailed SWOT strategic analysis against the conclusions reached by the proposed Darling Database Marketing Strategy Ltd., and put forward in support of national policies at the same time, through product strategy, pricing strategies, marketing strategy and channel strategy to enhance Darling data the market share, and to develop a specific implementation plan.This paper aimed at influencing Darling database marketing strategy for analysis of all factors, the company stated personal Darling marketing strategy perspective, hoping to develop the domestic market in database development strategy be helpful in the process.