Research On Integrated Marketing Of XX IT Technology Service Enterprises

With the rapid development of science and technology and the improvement of human intelligent living standard,IT technical service has gained a long-term rapid development,according to the current trend of development,IT technology services will continue to maintain rapid development in the future,this is the great Gospel of IT Technology Service enterprises.However,in the fast developing market,IT technology service enterprises also face many new challenges: shorter delivery cycle,higher delivery requirements,more and more project management capability requirements,resource supply difficulties and the hardness of scale of expansion,all of these have become intractable problem for the IT technology service for a long time.In this situation,more and more IT technology service enterprises in the market are trying to figure out breakthrough during the competition.How to focus on customer-oriented,integrated enterprise internal and external resources,to achieve maximum value with all integrated power from departments and personnel for the operation of the full collaboration for the enterprise.This idea coincides with the idea of integrated marketing,thus the application of integrated marketing comes into the management of IT enterprises.Through the development process and theoretical analysis of integrated marketing,this paper probes into the connotation of integrated marketing,and points out that the integrated marketing theory develops from marketing mix theory and integrated marketing communications theory,through the elaboration and summing-up of these theories,obtains the implementation principle and methods of integrated marketing for enterprises,the paper puts forward four processes of integrated marketing layering: marketing factor integration,marketing process integration,organizational integration and inter-organizational integration,and summarizes the general problems faced by integrated marketing according to the operation status of market company's integrated marketing.At the same time,the guiding ideology and Organization foundation of the company's integrated marketing is deduced.Then combines theory with practice and takes well-known enterprises in IT technology services in the market as a case study,For example,XX IT technical services enterprises integrated marketing,according to the operation of the enterprise,the specific requirements of the cooperation customers and their customers' business development,and the comparative analysis of the various dimensions of the competitor,the paper deeply analyzes the main problems of the integrated marketing of XX IT Technical service enterprises,and puts forward the root of the main problems,Then from the organizational culture,integrated marketing tiered implementation and brand building and relationship marketing four aspects,in turn,the XX IT Technical service enterprises to deal with the strategy,and to respond to the strategy of the implementation of specific ways and means for XX IT Technology Service Enterprises follow-up integrated marketing to provide operational solutions.This article is focusing on the concept of integrated marketing,customer-centric,customer demand,to create value for customers,through the enterprise's internal and external resources integration,and achieve the competitive advantage of enterprises,realize the maximization of the benefits of the enterprise.Focus on the case analysis around the discovery of problems,analysis and problem solving ideas,deep excavation and scrutiny,to ensure that the issue of targeted and effective response strategies.XX IT enterprise has general characteristics of IT technical Service enterprise,its implementation integrated marketing process and the strategy has the important reference significance to IT technology services industry.