Study Of Marketing Strategy For Tongfang Knowledge Network Company

Since we entered the21st century, with the advent of the Internet age, the humankind enters into an era of information explosion. The amount of information increases sharply on the network, however, high-quality as well as valuable information does not increase at all, which makes people lost in the vast ocean of information. The development of the Internet publishing industry attracts increasing attention from the whole society, in the background of this environment. The full text database product is the most representative in the variety of knowledge and information products. As the largest national supplier of full-text database, after more than ten years of development, Tongfang Knowledge Network Company (TTNK) has made remarkable achievements, the users range from the domestic market to the abroad, especially in market of the tertiary schools it earns a high market share which lead to its own absolute dominance in the Internet publishing industry. Nevertheless, as the development of the society, the economy, the culture as well as the science and technology, the needs of people’s knowledge and information become more and more pressing. TTNK is facing increasingly fierce competition as powerful competitor is adding into the Internet publishing industry. In order to establish the leadership of TTNK in the hyper-competitive market, marketing strategies of TTNK are studied in this article.This paper is divided into seven chapters:Chapter1:Introduction. This mainly focuses on the bases for topic selection, research ideas, main contents as well as research methods. Chapter2:Overview the management theories of the marketing strategy. This part includes both the meaning and the characteristics of marketing strategy. It contains the process model of marketing strategic management as well. Chapter3:The profile of TTNK. This describes the development process, organizational structure, company’s products and state of operation in TTNK. Chapter4:Analysis of the marketing environment in TTNK. It analyzes macro environment of the market in the TTNK by using PEST model and the industry environment by using Porter’s five forces model. It also makes a detailed analysis of the internal environment, including the group of human resources, material resources, capability of scientific research, production capacity and then it comes to the SWOT matrix. Chapter5:the choice of marketing strategy by TTNK. First it determines the marketing objectives and the principles of strategic choice, and then this paper outlines the STP strategy,4PS strategy, and relationship marketing strategies. Chapter6:The implementation and control of marketing strategies in TTNK. Chapter7: Conclusion.