The Research Of TD Company For Marketing Strategy Of Information Security Service

Information security is a process and the struggle against hackers, information security technology is characterized by dynamic changes, no security measure can promise users a 100% safe. Faced with the reality of emerging information security risks, the basic idea is to take information security 30% rely on technology, 70% by management, by optimizing the management to make up for lack of technology. More and more customers recognize the importance and effectiveness of information security services. TD Company as a leading international information security company has been in the information security service as a marketing tool to differentiate. By offering a variety of information security services to help customers to enhance the safety management level, enhance the company’s brand. However, in recent years, accompanied by changes in the market environment and the TD Company from anti-virus security transition to the cloud security, TD Company information security services growth rate declined.In this article, marketing theory and service marketing theory are used to analyze the factors that TD Company’s information security services growth, then the new information security service marketing strategy is developed. The macro-environment and industry environmental factors are analyzed, then important factors that affect the opportunities and threats to information security services growth are identified. Secondly, the TD internal environmental factors and the basic situation of the company are analyzed, and then the company’s strengths and weaknesses are identified. The analysis is conducive to the promotion of opportunities for service. The SWOT tool is used for all factors summarized. The value curve tool is used to reshape information security services marketing strategy.After a variety of external and internal factors that have a comprehensive knowledge, this article from the perspective of customer value innovation, the use of value curve analysis tool for TD reshaping information security services company marketing strategy.Under the new guidelines on information security service marketing strategy, 7P service marketing theory is used to develop services marketing programs: improving core services, facilitating services and enhancing services; optimization services price according to market segments; increase regional service channel coverage and enhance cloud channel service capabilities; promote free service experience model; improve service staff hard skills and soft skills; tangible display of intangible services; improve service processes and professional service attitude.This article concludes with TD Company Information Security Services Marketing Strategy Implementation Plan: Building a triangle service marketing team; strengthen customer relationship management; using the service quality gap model to improve quality of service.The innovation of this article has the following three points: First, the value curve tool is used in the development of service marketing strategy. Considering the core values of customer service concerns, competition in the industry and enterprise capabilities, by removing the elements of service, reduce, increase and create new services for enterprises to create marketing strategies. Secondly, the strategy map theory is used to design service personnel training plan. Finally, the service quality gap model is used from a specific analysis of the five levels of service gaps exist, make recommendations for improvement.