Research On The Key Account Marketing Strategies Of I@T IDC

Along with the growing of Internet Business, IDC (Internet Data Center), as thebasic infrastructure of the Internet, has been received more and more attentions fromthe Internet and telecommunication operators. At present, IDC operators operateunder the conditions of limited resources, disadvantageous competitive environmentand asymmetric market. How to take effective marketing strategies to solve theirbusiness survival and development is of great significance.I@T IDC is the first IBM joint venture in China mainland to provide IToutsourcing services. This data center, which was designed and constructed by IBM,is one of IT infrastructure projects in Tianjin TEDA. This paper under contemporarybackground adopts relevant strategy theory to explore development strategy of I@TIDC.Firstly, this paper gives a brief introduction of I@T IDC and indicates definition,advantage, business type, market development, etc. of IDC business. Secondly, thispaper explains the type of IDC operators and gives the point about marketsegmentation form systematic analysis. Then the paper analyzes I@T IDC’s externalenvironment by means of Competitor-analyzing Model and its internal environmentfrom the following aspects: basic resource, products, price, channels, customer typesand the profit-making ability, and indicates several problems during its development.After that, the paper uses SWOT analysis to make an in-depth analysis of I@T IDC,in order to determine its core competencies.Finally, according to characteristics of I@T IDC, this paper puts forwardcombination strategies of Key Accounts to posit the market position for IDC businessand help to gain competitive edge. I@T IDC should focus on the target market, adoptdifferentiation strategy and launch the value-added services, in order to keepsustainable competitiveness.