Neusoft Group CO.Ltd Network Security Product Marketing Strategy Research

Network Security Industry is particularly concerned by central government which relates to national security. There is an obvious gap in sales mode of network security product between China’s market and the western. The foreign network security vendors adopt well organized and advanced marketing strategy so that they are able to obtain substantial sales revenue. However most of the domestic network security vendors receive poor sales income, due to insufficient planning. Through the network security product marketing strategy research and analysis refer to Neusoft group experience, this paper presents the marketing strategy about combination of channels and direct sales, e-commerce and cloud security. As this thesis is based on a unique perspective, it has certain reference value to improve marketing ability for domestic network security vendors.This paper is divided into seven chapters, in which the3,4,5,6chapters are the core of this thesis.In the first chapter, it gives the background and significance of the thesis. And this chapter describes the research methods and innovations.The second chapter is literature review. It introduces the ideas of this paper, domestic and foreign research progress about marketing strategy. Combined the review of domestic and international studies, this chapter presents perspectives from a unique research angle.In the third chapter, it gives a detailed analysis of the current situation of network security market. It explains the sources of demand for network security products and characteristics of the demand for various key industries, such as finance, telecommunication, etc.In the forth chapter, it defines domestic network security marketing environment and current situation of market competition through PEST analysis, SWOT analysis and Five Force analysis.In the fifth chapter, it introduces the current marketing mode of Neusoft Group. It describes what are the problems encountered in the marketing process and gives analysis of the problems caused.In the sixth chapter, by linking theory with practice, it gives a set of innovative marketing ideas for Neusoft group combined of channels and direct sales, e-commerce and cloud security.In the seventh chapter, it summarizes research content and tries to conclude the study limitations and further research direction to put effort.