Case Study On Marketing Management Of LZC Company

With the rapid development of science and technology,the information construction of enterprises,institutions and other kinds of institutions in China has been pushed to the forefront of the market by the rapid development of information technology and the rapid popularization of information applications.This has brought huge market space and opportunities for information technology,and a large number of science and technology enterprises have also emerged to compete for the market share of information technology.The competition among enterprises is becoming increasingly fierce.LZC was founded in 2015,as a technology-based start-up enterprise focusing on information construction,LZC has experienced the adjustment stage from the evolution and transformation of management,business and organizational relationship,and gradually entered a stable development period.However,its system and strategy in marketing,customer management and company management are not perfect enough.Faced with various problems,how to survive and develop in the fierce competitive environment is the most important issue at this stage.Therefore,this article takes LZC as the research object for case analysis,and constructs the structure of the paper according to the case writing specification.The full text is divided into four parts: The first part introduces the background and purpose of this paper,the significance of the study,the ideas and methods of the study,as well as the introduction part of this article.The second part is the case text of LZC 's marketing management.Firstly,LZC and its three evolutionary processes are introduced.Secondly,the background of information construction industry and LZC 's competitors are analyzed.Finally,four case stories of "WH Court Project Loss Event","Flow Bulletin Event","Customer Complaint" and "Market Department Integration Issue" are described.The problems of LZC in marketing management are found.The third part is case analysis of LZC's marketing management.Firstly,it introduces the SWOT theory,STP theory,service marketing theory and performance management theory.Then,it combines these theories to analyze LZC's marketing management problems,and draws the reasons for the problems,that is,the internal communication and management mechanism is not perfect,the target market selection and market positioning are not clear,and marketing strategies are not clear.The lack of sales skills and the lack ofvalue-oriented performance appraisal system.The fourth part is the solution,which gives the marketing mix strategy suggestions,determines the market segmentation,the choice of target market and market positioning,and summarizes the service marketing strategy and performance management system suitable for LZC company.I hope to promote the development of LZC by optimizing its marketing strategy and help LZC company occupy a place in the information technology market.At the same time,it also provides experience and reference for similar enterprises or similar products marketing.