The Research Of L Company's Marketing Strategy

China's system integration market, has been 10 years of rapid growth, but the industry average profit margin decreased year by year, especially in recent years, the domestic system integration market in technology, customers, great changes have taken place, a simple hardware integration has been can not meet the market demand. L Company was established 10 years as a systems integrator is facing unprecedented challenges. In order to better compete in the market, gain competitive advantages, we must develop new marketing strategies, and current market re-segmentation, on this basis do a good job of marketing strategies and methods.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 t L's own internal and external environment, the first PEST method L using the company's analysis of the external macro-environment; Secondly, the use of Porter's five forces model method of L industry, the company's competitive environment, industry characteristics and developing trend analysis; Finally, the L company's organizational structure, the main products and the current major problems were introduced. In chapter four, L company's strategy formulation and market analysis and selection process First, the use of SWOT analysis, developed the company's competitive strategy L; followed by the use of STP marketing theory on the company's target markets have been re-subdivision; the final studies of how to implement the company's strategy in the target market problems. In chapter five, 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 L.What's more, I make several suggestions respectively on improving five aspects below:product strategy, price strategy, channel strategy, sales promotion strategy, service strategy. Chapter six contains conclusions.