Research On Information Security Business Marketing Strategy Of SXF Company

In recent years,with the frequent occurrence of major information security events,nformation security has been paid more and more attention.At the Fourth Plenary Session of the 16 th PC Central Committee,information security has been raised to the strategic level of national ecurity,and industrial development has a trend of acceleration.SXF company was founded in 2000,and its development has occupied a leading position in the domestic information security market for many years.However,the change of marketing environment in recent years has slowed down the growth of SXF company's information security performance.How to make SXF company realize the strategic goal of high growth of information security business again under the great opportunity is an urgent proposition for SXF company.Firstly,this paper analyzes the macro environment of SXF company by using pest theory.This paper describes the information security industry of SXF company,analyzes the competition situation of the industry through Porter's five forces theory,and summarizes the opportunities and threats that SXF company is facing.Then it analyzes the general situation of SXF company and information security business,analyzes the resources and capabilities of SXF company,and analyzes the existing problems of marketing strategy of SXF company,and obtains the advantages and disadvantages of SXF company at this stage.After the above analysis,the paper further analyzes the marketing strategy selection of SXF company,clarifies the market positioning of SXF company through STP theoretical analysis,and puts forward feasible marketing strategies and guarantee measures for the target market and the marketing objectives of SXF company in combination with the market characteristics of enterprise level information security industry,so as to help solve the practical problems of its marketing and achieve its marketing objectives.Through the analysis,this paper concludes that the information security industry is a fragmented market,although the industry is facing the tuyere,but the competition is intensified.At the present stage,SXF company develops differentiated marketing strategy through market segmentation,concentrates resources to seize the head customers,integrates safety integrated resources to develop waist customers,and comprehensively occupies small and medium customers with channel resources.This paper proposes that SXF company should implement differentiated product strategy,price strategy,channel strategy and promotion strategy for the head customers,waist customers and small and medium customers.On the basis of the strategy,the paper puts forward the marketing strategy,value strategy and ecological strategy.This paper not only gives a solution to the current marketing situation of SXF company,but also provides suggestions for the management.It also has some guiding significance for the development of traditional information security enterprise marketing.