A Study On The Marketing Strategy Of Ruijie Company's Net Bar Business Unit

In developed western countries and some developing countries, it is very convenient for people to have access to internet in their living and working places. Therefore the commercial net bars are infrequently visited in these countries. And the cafe industry has not formed a certain scale.In China, there is a difference. Whether the number of net bars or its growth rate is very high. But because of the negative impression about net bars, such as unlicensed businesses, attracting pupils, and the low quality of employees, the commercial and social value of the net bars do not get enough attention.So in both domestic and overseas, there are still no marketing researches on the net bars.Ruijie networks Ltd started business in the internet cafe industry in 2006. It has doubled its sales revenue, and its brand influence has ranked the second.But, there are some issues needed to consider:what is the industry's business potential, what is the future competition faced to the company, and how it can get more market share, etc.Guided with the classic theory of'Marketing Management'of Philip. Kotler, this article will give answers to the above questions.Firstly, analyze the company's macro factors (including political, economic, demographic, technological and other factors) and micro-environment (customers, competitor and the company);Secondly, segment the whole internet cafe market, select the targeted market, and design the company's value position based on its customer's needs;Finally, according to this value position, plan the marketing strategy about the product, price, place and promotion for Ruijie network Ltd.