A Marketing Strategy Research On Sotfware Outsourcing Service Companies Of Qingdao

In the golden decade from2001to2010, Software outsourcing industry of Chinahas made great progress, with the software outsourcing companies increasing and themarket turning into buyer’s market from seller’s one. As a result of the updating andhigher requirements of the customers, software outsourcing companies have to changethe traditional and extensive marketing management methods which are no longersuitable for the market’s development. In pursue of a higher developing speed, higherbenefits, higher satisfaction and loyalty of customers, software outsourcing companieshave to innovate their marketing management and reform their system for thecompetitiveness and stable long-term benefits.The software outsourcing companies in Qingdao have also made an advance inrecent years. But as a consequence of their weak basis, lack of talents and lowmanagement levels, many companies have reached their bottlenecks. Based on someinterviews, we can find that low customers’ satisfaction, outflow of talents, hardbenefits increase and the lag of marketing ideas have occurred to many companies.For a continuous development they have to change into customized marketingstrategies instead of the former strategies focused on research and development ofproducts. And Integrated Marketing is such a theory based under such a circumstancewith its core on customized company operation which is a way of integration toimprove the service, to meet needs and to raise the satisfaction for a long-termcorporation, benefits and also double-win targets.Based on Integrated Marketing theory and Customer Satisfaction theory, withboth interviews, researches on43software outsourcing companies in Qingdao andprofound talking with the managers of these companies, the following thesis hasconcluded that there have existed many problems such as organizational structure, marketing management ideas, customer satisfaction and internal management. Tryingto solve the problems above, the thesis has proposed many solutions such as toimprove the system structure, to upgrade staff qualities and to make divisions oncustomers for the purpose of not only higher benefits, management levels, customersatisfaction and loyalty, but also the internal staff satisfaction and a better relationshipwith customers.