Market Development Strategy Research Of BD Company In Guangdong Province

The internet value-added service market in China has maintained a growth rate of over30%in the recent5years. The number of cyberizen in this country had reached a total figure of485million at the end of June,2011. Although internet marketing was a new way to advertise via internet, this marketing pattern had been developed rapidly in virtue of many small and medium-sized enterprises placed importance on it. However, the entire system of internet marketing, especially the cognition and supervision of this field, is still at the stage of matching Chinese national condition and society mutually. Meanwhile, lots of problems are waiting for be resolved under the more and more complicated market environment with increasingly fierce competition, such as:the innovation of marketing concept and management pattern and market orientation etc.BD is a forerunner of internet marketing in China. This paper focuses on how to keep BD growing, at the same time develop a better market planning and embody its social value as well as spur the development of internet marketing industry. Based on the growth history, current situation and existing problems of BD’s Guangdong Branch, it put forward the important significance of enforcing strategic management. On the basis of the strategic management theories relating to marketing development, enterprise management and competition management, it also identifies a new development goal for BD after analyzing its internal and external condition, competitive ability by using Michael Porter’s Five Forces, SWOT matrix, QSPM analysis.Regarding on the implement of enterprise strategy, this paper presents measures to concrete work-division, reengineer current business process, improve management level and upgrade BD’s prestige and so on. After carrying out those measures, BD will achieve the strategic goal of development with competitive marketing advantage. Furthermore, the author set the market development strategy of BD’s Guangdong Branch in accordance with its actual condition. So this paper must be useful for all counterparts’ reference on enhancing market competition and realizing sustainable development.