Crystal Digital Technology Co., Ltd. Marketing Analysis

Research BackgroundCrystal Digital Technology Co, Ltd. (Crystal DT) grows out of a small workshop founded by several computer graphics fans in 1995. Through eight years' development, Crystal DT is the largest computer graphics development and application company in China, today. Its services include 2D graphics, 3D animation, multimedia, and network techniques. Crystal DT is specialized in metropolitan development, and its clients include planning & design departments of the government, design offices and real estate developers. Recently, Crystal DT has begun to apply its animation and multimedia technology in virtual show of industrial automation, cars and electrical appliances. Crystal DT's headquarter is in Beijing, and has 7 streams in Shanghai, Shenzhen, Nanjing, Hangzhou, Tianjing, Singapore and Hong Kong. Now Crystal DT is composed of 500 staffs in its headquarter and 7 streams and its revenues has been more than 40 million RMB in 2002. As the pioneer of application of 3D graphic techniques, Crystal DT received vast applause from both the government and archenemy authority. Crystal DT's primary two products, renderings and animation, are used in architecture assistant design and sales of real estate. In a long period, Crystal DT is far stronger than its competitors in computer graphics technology and its product price is far higher than its competitors'. But for some reasons, Crystal DT's technology superiority is been losing. In 2003, Crystal DT's rendering products are facing serious challenge of low-price-products of competitors'. The author thinks that, in this background, Crystal DT needs strategy adjustment, especially marketing strategy adjustment. This adjustment is so important to Crystal DT changing from technologyguide to marketing guide that it will deeply effect Crystal DT' fate in near future. So it is a challenging research work to probe the marketing strategy for such a hi-tech company as Crystal DT.Research Purposes, Frameworks and MethodThe logic of the research on the marketing strategy for Crystal DT is as follows: Based on modern theories of marketing, this paper according to Philip Kotler's marketing analytic framework, firstly analyzes Crystal DT's internal and external circumstance, product character, opportunities, threatens, superiority and weakness; secondly discusses the problems existing in the marketing development and marketing activities; lastly on the basis of the above analyses, integrating the core factor of marketing strategy, brings forward a strategy aim and a marketing strategy for Crystal DT.Structure of the PaperThere are six parts in this paper.Part one is an introduction to the paper, which provides the background information of Crystal DT. The theories, frameworks and methods relevant to the research are also explained in this part.Part Two primary introduce the Crystal DT's status. Then it analyses Crystal DT's primary products. At last it analyses Crystal DT's challenge and ways to solve the problems.Part Three primary introduce the status of CG industry. Then it analyzes Crystal DT's competitors by Michael E. Porter's five-strength model. At last it analyzes Crystal DT's opportunities, threatens, superiority and weakness in order to put forward strategy aim and marketing strategy in next part.Part Four puts forward strategy aim to Crystal DT on the base of part two, and then puts forward company strategies to Crystal DTaiming at Crystal DT's problemsAccording to the fact of Crystal DT, Part Five discusses the segmentation market and aimed customers (marketing strategy) and puts forward products tactics, pricing tactics, channel tactics and marketing communication mix tactics for Crystal DT. In the end Part Five especially discusses the CRM system.Part six is the conclusion of the paper, which summarizes all that has been discussed. Moreover, the author also points out that the research on the marketing strategy for Crystal DT is of great significance. However, due to the indeterminacy of CG ind...