A Innovative Exploration Of Marketing Strategy Of A System Integration Company

Benefiting from China's high speed growing economics, system integration industry maintains a rapid and sound development these years. Furthermore, influenced by improvements of society informationization and information technique, and clients' growing demand for information service, system integration market shows a bright prospect. It is anticipated that the prosperity can sustain for a rather long time. On the other hand, high profit from system integration brings fierce competitions which lead to great changes and progresses for technique and clients in this area. As a system integrator founded for four years, company A faces unprecedented challenges. In this thesis, combining practice with theory, we will explore the marketing strategies and methods for this company to enhance her competitive ability and establish more advantages in future competition.This thesis is composed of eight chapters. Chapter one is the introduction which tells us the research background and motivations as well as research methods and the main work. Chapter two is about the theories. In this chapter, we focus on the marketing combination, marketing divisions and differentiation which are the base of the next analysis for marketing strategies. Chapter three is the analysis of the trend of system integration industry. I present current situation, figures and development trend of system integration in global and domestic markets, and specially analyze the development of domestic system integrators .Chapter four is the analysis of system integration construction. In this chapter we used Michael Porter's Five Forces model to analyze the latent newcomer, substitutions, bargaining of clients and product suppliers and main competitors. In chapter five, I adopt SWOT to analyze deeply the strengths, weaknesses, opportunities and treats of company A to define her status and significance as well as to support the next analysis for her internal environment. In chapter six, we turn to the internal environment of company A, discussing the existing marketing strategies and pointing out the problems. In chapter seven, on the base of principles of marketing combination, market division and differentiation, I offer a proposal on strategy to maintain superiority and build the strengths in system integration industry for company A . What's more, I make several suggestions respectively on improving five aspects below: product strategy, price strategy, channel strategy , sales promotion strategy, service strategy.