The Marketing Strategies Research Of Cloud Render Of Chongqing LX Co., Ltd.

Render is an important subject in the 3D computing graphic and widely used in the various 3D simulation and visualization design industries such as film-television and animation areas. With the progressive of computer graphics technology and the strong demands of high definition images, render service has been updated from inefficient single render server to render farm which must own a large-scale servers cluster. In recent years, Internet technology is boosting, and cloud-computing technology is developing rapidly, the render services has divorced from geographical restrictions, theoretically, the artists from all over the world are allowed to stay indoor and invoke global render service resources by any time, and complete the render tasks convenient and efficient, which is so-called the cloud render services.At present, the cultural and creative industries are encouraged and supported by the Government policies, which are not only providing a good environment for the domestic practitioners, but also indicating the cultural and creative industries play an increasingly important role in China’s economic development now. The cloud render has been the core technology of the development of the film-television and animation industries, as well as the important link of all kinds of architectural and industrial design. Chongqing LX Co., Ltd. aimed at the opportunities of the render market, raised 50 million Yuan in April 2014, and formally founded a company in Chongqing. In order to become China’s first cloud render base and the world-renowned cloud services platform within 2 to 3 years, LX has built the No.1 render servers scale in Southwest China and incised the global cloud render market by leveraging the Internet.More and more people from home and abroad are involved into cloud render services industry, and they bring up many severe the problems. As of now, there is no benchmark or standard in the render industry. Especially in China, the cloud render services are emerged within nearly two years, the types of the render products, the service standards, the charge standards, the promotions and the discounts etc. are all different, and the marketing strategies are plagiarizing the overseas cloud render competitor mechanically. In addition, whether the domestic or foreign cloud render service providers, the render sever they are using is different, such as the manufacturer, the model and the used time. What’s more, the purchase cost of the server, the IDC and the labor are also varies from different states. As well the application of the render technologies and management capabilities are not same. All of the matters cause the chaos like irregular business modules, varied valuation methods and non-standard services in currently render industry.Based on theoretical and practical methods, this paper has not only interpreted render related concepts and theories, but also applied the marketing analysis tools like survey, PEST, SWOT, STP, market positioning, and product concept testing to analyze the problems LX are facing when it enters the cloud render market and put forward the corresponding solutions. For the problems of the products and services are without standards in the render market, this paper has matched the users’needs one by one, then combined the products and integrated them into 2 types:"self-render" and "custom-render", then which will be landscaped and marketed; For the problems of the chaos of prices, this paper has surveyed the price strategies of the competition opponents and combined the LXs operation costs, eventually set the price system as three class:base price, expedite price and charter price; For the problems of marketing channel limitations, this paper has analyzed the characteristics of render service objects in the animation and film-television making industries, developed a marketing channel schema and organized a marketing team to cover the whole render market at home and abroad; For the balance problem between skimming promotions and the servers usage, this paper has came up with the "Charter" package sales mode, which could cost the user less but own more render servers, and combined the package with conventional bonds to form a complete promotions system.