A Media Company Market Strategy Research Of Science And Technology In Sichuan Province

In the 21st century,with the rapid development of computer technology,Internet technology and software technology,more and more companies and individuals have been using the computers. The number of Internet users is rapidly developing and growing stronger too. On one hand,it will allow computer security software industry to gain new opportunities while face greater challenges,on the other hand,the increasing number of Internet users and the rising demand for search engine have also brought a new opportunity for the development of the network advertising market. It makes many companies which are in the field of computer security software and online media have greater room for development,while facing much more competition. How to allow the company to become bigger and stronger through the usage of reasonable marketing strategies in the competition is becoming the urgent problem which these companies need to solve.The Sichuan A science and technology media company (abbreviated the A company) is a small and medium enterprise which is specializing in computer security software product development,sale and network media. As the rapid development of Chinese software industry and the online advertising industry,the company has achieved some benefits in recent years and has a new opportunity for development,while is facing growing competitive threats and challenges.A company is the research object of this study. With the strategic management and marketing knowledge the author have learned and the case study method and a combination of qualitative and quantitative methods,the paper analyzed and discussed the marketing environment, the resources,capabilities,the external opportunities,challenges,the internal strengths,weaknesses and target market of the company. On this basis, it established the company’s market strategy and marketing strategy,and then discussed related measures for the implementation of them. Through this research,the author hopes to contribute to the healthy development of the A company and be able to build a reference and inspiration for the development of other small and medium enterprises in the industry.This thesis has seven parts. The first chapter introduced the background, significance, purpose, the research methods and structure of this paper. The second chapter analyzed outside and industry environment surrounding the A company from the aspects of the political and legal environment,economic environment,social and cultural environmental and technological environment. In addition,it analyzed the economic characteristics of the industry,industry outlook,the main competitors. The third chapter was for A company’s resource and capability analysis. It included the analysis of the company’s internal tangible and intangible resources,analysis of the company’s technical expertise,research and development,market development and innovation capability. The forth Chapter introduced A company’s target market positioning and marketing strategy choice. It explained the company’s external development opportunities,external threats,internal strengths and weaknesses and analyzes the company’s strategic goal setting,strategic positioning and target market positioning. Finally it determined the company’s market strategy choice on the basis of the above analysis. The fifth chapter was for A company’s marketing mix strategy. In this chapter,with the 4P analysis,the paper focused on analyzing the company’s product strategy, pricing strategy? sales channel strategy and promotion strategy. The sixth part introduced A company’s market strategy for security system. In the last part,the paper summarized the main conclusions in this study,and analyzed the shortcomings and the future research directions.