The Marketing Strategy Of A Company

As known to all, the contribution of small and medium enterprises (SME) to the country’s economy development is magnificent. Not only the number of SME is99%of the total number of the businesses of the country, but also65%of the patent and80%of new products development are from SME. Among them, small and medium size information technology (IT) enterprises made huge contribution to the soar of information technology industry of China. However, why60%of small and medium size IT enterprises fail and go bankrupt within five years after establishment?The main reason is that limited by many factors such as size, funds, and environment of competition, the small and medium size IT enterprises in our country ignore to explore the strategy of business development during the growth and ignore the research and development management and human resource management.Because of the high technology factor of IT technology service products, the enterprises usually focus on technology but ignore marketing during their production and operation. Small and medium size IT enterprises are not able to generate reasonable plan and development strategies and establish a suitable sales and marketing system, due to the lack of concept of operation, especially the lack of recognizing the importance of marketing strategies. As a result, they lose clear operating goals and explore market blindly. In the long run, some phenomenons become serious, such as decreased business profits, decreased brand recognition, human resources loss and technology loss.Therefore, a research which aims at the sales and marketing strategies for small and medium size IT enterprises has a critical meaning.This article is from the point of view of a manager who has many years sales and marketing management experience in a well-known aviation IT technology service company in South-west district, take Yunnan province as a representing district, where is rich in airport resource, pick Yunnan TravelSky Airport Network Ltd.as the research subject, who has built up brand in South-west district and focuses on providing aviation informative products service, combine Marketing, Core Capability of Enterprise and other related theories, gather industry related document information, research and analyze the strength and weakness of the same type of enterprises and the issues they are currently facing. By applying theories such as strategy management, marketing strategy, competitive strategy, managerial economics...etc, and PEST, SWOT, STP strategy,4P marketing strategy analysis model and method, aiming at both external and internal environment resources of Yunnan Travel Sky Airport Network Ltd., identify the key factors of industry and company’s development and try to find the effective solutions.I hope this research and discussion can promote the further healthy development of the similar enterprises. I also hope the analysis and conclusion of this article can be a good reference for small and medium size IT enterprises, especially for those who have similar operation scale and nature.