Research On The Marketing Strategy Of Guilin A Network Technology Company

In recent years, our country accelerated the pace of economic transformation and upgrading, and vigorously supported the animation, games and other emerging industries, increased the support for the small and micro cultural enterprises. A lot of domestic online game enterprises emerged, but these enterprises are at the uneven level, due to the lack of theoretical guidance, they couldn’t formulate effective marketing strategies, resulting in poor management of enterprises, marketing vulgarization, product homogenization even happened in some enterprises. As to Guilin, its industry foundation is weak, its industrial supporting capacity is weaker than Guangzhou and other developed areas, and it has more stringent requirements in environmental protection and planning. These factors result in that Guilin can only develop the new industry with no pollution, high added value. In recent years, Guilin has also accelerated the pace of industrial transformation. Animation games, software and information services and other emerging industries accelerates the pace of development. At the same time, Guilin has a large number of small and micro enterprises, small and micro enterprises accounted for about 86% of the city’s total number of enterprises. There is a big problem in front of Guilin that how will the large number of small and micro enterprises survival and develop under the current severe economic situation.Guilin A network technology Co., Ltd. was established in 2009, its achievement in 7 years surprised all the people. By the end of 2010, it only has 450576 users,10 on-line game,35 employees and sales revenue of 2 million 300 thousand yuan. But by the end of 2015, it already has more than 50 million users,79 original animation and game software products,70 on-line game,369 employees and sales revenue of 4 billion yuan, user group covering the country and Southeast Asia, parts of Europe and the international market. In seven years, a company become a well-known enterprises in domestic animation and game industry from a small Guilin local enterprises step by step., become a "National Torch Plan key high tech enterprise", "National culture industry demonstration base", " State encouraged enterprises", obtain the highest award of domestic animation and game industry-" Golden finger Award of Animation and Game Industry " in 2013 and 2014,"Outstanding contribution award for Chinese game industry in 2014 ". Researching the marketing strategy of A company in-depth and systematic, will be helpful for its own future development, and be helpful for the development of related industry enterprises and the local small and micro enterprises in Guilin at the same time.The first part of this thesis introduces the object of research, the purpose and significance of the research, the content and methods of the research and the research framework. The second part introduces the concept of marketing and related theories, clears that the main reference is Christian Gronroos’s definitions of marketing, introduces the evolution process of marketing concept, STP theory and 4Ps theory in detail, and gives an overview of the game industry of China market classification and the definition. The third part analysis the development history and current situation of A company in detail, divides the 7 years of development of A company into the start-up period (2009 to 2010), the rapid development period (2011 to 2013) and stable period (since 2014), also analyzes the methods taken by A company in each period, finds out the existing problems of A company marketing status quo, analyzes the A company’s internal environment and external environment of competition, compares the A company and the three main competitors’ advantages and disadvantages, and finally analyzes the external environment of A company from politics, economy, society and technology by PEST analysis.The fourth part formulates a scientific and systematic marketing strategy for a company with the use of STP theory and 4Ps theory combining with the internal and external environment. This part also makes the market segmentation and market targeting for A company according to the product categories, region and age of the user, clears the market positioning of A company, and also develops a more rigorous product strategy, price strategy, place strategy and promotion strategy for A company. The fifth part supplements and optimizes the measures taken by A company in localization of marketing, brand marketing. Electronic Games marketing and social responsibility marketing to inquiry a effective way for A company to implement its own marketing strategy.The sixth part explores the construction for A company to protect the A company’s marketing strategy is effectively implemented with the internal organizational structure, personnel, system and evaluation. Finally, the writer summarizes the whole thesis, refines the reference to the animation game companies and many small and micro enterprises from the development of A company.