A Study On Marketing Strategy For Small And Medium-sized IT Enterprises: A Case Of L&D Company

The small and medium-sized IT① enterprises, as a significant part of China?s nation economy, have played important role in creating a large number of employment opportunities and in promoting the development of China?s economy. Compared with large IT enterprises, the small and medium enterprises are more competitive. Given its small size and simple structure, the companies are able to adjust to the environment accordingly, and have quick and better reaction to the market change. In addition, the decision making system is more flexible than the bigger ones, which makes the company cohesive. Staffs in the small and medium companies are capable of dealing with various situations, which can earn the merits of good services. However, there are disadvantages as well such as the lower qualification and the lack of talents and money. Because of the limitations, the small and medium companies often have financing difficulties and are hard to win the big tenders.The IT industry develops with each passing day. In order to survive the intensive competition and find a way of being successful, first of all, the small and medium IT companies have to do researches to find their own positions in the market. Next is to improve themselves form different perspectives, for example, the human resource management, financial fund management, marketing and sustainable development. And what matters most is the core competence of a company. Only when the companies possess the above mentioned perspectives can they have a prosperous future.The thesis takes Guangzhou L&D as a typical example, trying to have an in-depth analysis of the small and medium IT enterprises on the basis of the 4P model from the perspective of marketing strategy. The PEST model is applied to analyze the external environment of China so as to have a better understanding of the market. And then by means of Michael Porter?s Five Forces model, the thesis analyzes the competition environment of companies with or without independent intelligent property right from the perspective of system integration business organizations. At the same time, the small and medium enterprises are analyzed with the help of the 4P marketing model from four aspects, which are product, price, position/place and promotion. So the key to success can be found in the analysis. In the end, some feasible suggestions are listed so as to shed some light on the developing small and medium enterprises.