The Analysis Of Network Product Marketing Strategy Of VOLANS

Since the Reform and Opening policy, China’s small and medium businesses have been springing up. In China, most networking equipment companies are small and medium enterprises, and because such small and medium enterprises founded for short time, they lack core technology and capital. And as the deepening of internationalization, small and medium network equipment enterprises in China are destined to compete with international brands. Under the condition of lacking funds and core technology, most of those small and medium domestic network equipment enterprises have to adopt price competition strategy. The result of price competition is the company’s profit margin. There is no customer loyalty, and corporate anti-risk ability is very poor. With the appreciation of the Chinese yuan and new labor laws, many small and medium enterprises have closed down. The author hopes to provide some reference of STP combination of marketing strategies and to develop a scientific theory of4P marketing strategy according to their own characteristics for small and medium network equipment enterprises.Chengdu Flying Star Co., Ltd. is such a typical network equipment company that founded not too long, lacks core technology and funds. The Company manufactures and sells routers and switches. The company starts its market from Internet bar, and continues to consolidate their base. After getting certain achievements, the company begins to enter small and medium enterprises market with more space and more fierce competition. In it’s developing process. Flying Star also faces common problems encountered by small and medium enterprises:a lack of funds, core technology and competitiveness. Under the circumstance, this article is based on Philip Kotler’s "Marketing Management" core theory to study. Through analyzing the marketing environment of Flying Star, including macro-environment, industry environment, internal environment and SWOT analysis, the author analyzes market segmentation strategy, target market selection, market positioning from the Flying Star’s STP and4P strategies, and finally studies4P marketing strategy of Flying Star.Aiming at the current situation of small and medium network equipment enterprise, the essay studies the STP marketing strategy.4P marketing strategy, cutting marketing strategy, marketing strategy category, differences in marketing strategy, brand marketing strategy and relationship marketing strategies of network equipment to provide helps for the domestic network equipment manufacturers to carry out their marketing activities.