Research On Marketing Strategy Of Neusoft Network Security Products In Italian Market

In the current information times,network threat is changing constantly,and network security is taken more and more seriously by both individuals and enterprises.Network security is a benclhmark to assess information development of a country.As a typical Chinese network security vendor,Neusoft has sold NetEye series products in some neighbor countries such as Japan after many years global market exploration.In recent years,Neusoft NetEye series entered Italian market.As Europe leads the network security market,it is significant for Neusoft to break through development bottleneck by making effective marketing policies.This thesis makes research on the marketing policies for Neusoft NetEye products in Italy.It firstly analyzes the macro environment and then interrnal factors including strengths and shortcomings,opportunities and threats.And then make a comprehensive analysis based on SWOT.Furthermore,finalize SMB as target market and positioln as a niche player by referring to other 'vendors' successful global development practices.To better serve the target market,a set of all-in-one marketing policies is to be made in a global perspective by referring to modern marketing theories mainly including 4Ps,4Cs and 4Rs.That is,to focus on product development,orient to local customers" requirements and care about long-term business with enterprise customers to cultivate customers,loyalty.It is helpful for Neusoft to break through the market bottleneck and increase market share.The research on marketing and sales policies about Neusoft NetEye products in Italian market is beneficial for the sustained and rapid development of Neusoft network security business in Italian market and also it is helpful to create new profit growth.Meanwhile,there are some other network security vendors who try to explore global market in China like Neusoft,this research can share them some reference.Furthermore,marketing and sales theories about network security is relatively rare although it has fierce competition.Therefore,it is significant to explore a set of B2B marketing theory on network security.