| With the development of artificial intelligence,5G technology and smart city,the system integration industry has entered a stage of rapid expansion.It has grown rapidly in recent years and is a source of innovation force in China’s tertiary industry market.With the emergence of a large number of system integration manufacturers,the industry competition is extremely fierce,and the profits of the system integration industry are quickly divided up.The decreasing profit rate of the industry brings heavy pressure to the enterprises in the system integration industry.System integration companies are racing to transformation cannot only provide traditional hardware system integration products,and to provide software and services product conversion,to grasp the core competitiveness,in the traditional technology company marketing idea and strategy has brought very big challenge,and marketing has decided the company long-term development planning and vision of science and technology.Must improve the marketing effect,to be able to further improve the level of earnings,by leaps and bounds so to get more market share in the company,in order to increase company profits,will have to be in the fierce competition in the market to form their own marketing characteristics,actively improve the marketing mode,innovative marketing methods,improve marketing performance to better development.Especially today’s small and medium-sized companies,because of their characteristics of small scale,short cycle,low technology content,insufficient capital,it is easy to be eliminated by the society.If you want to really stand firm,you have to do a good job of marketing.Therefore,the development of characteristic,suitable for the company’s development law of marketing strategy,to further expand the company’s market share,find a new growth point.This thesis takes Y Technology Company as the research object.As a system integration company founded in Zhongguancun,Beijing,Y Technology Company has nearly 20 years of industry experience,and now it also needs to actively change to face the market competition.This thesis first studies the operation and marketing status of Y Technology Company,then analyzes the macro marketing environment faced by it with the help of relevant marketing tools such as PEST external environment analysis and SWOT analysis,compares and analyzes its strengths,weaknesses,opportunities and threats,and uses fuzzy comprehensive evaluation method and expert interview method to conduct qualitative and quantitative evaluation on the performance of Y Technology Company to find out the relevant factors affecting the marketing performance of Y Technology Company,and get the fuzzy evaluation results.Finally,it analyzes the problems existing in the marketing strategy of Y Technology Company,mainly including the lack of core products,insufficient software development and service capacity,passive product pricing,relatively narrow channel sales,insufficient publicity,lack of service marketing,etc.Then,combined with STP theory and 4P marketing strategy theory,aiming at the existing problems of Y Technology Company,this thesis puts forward the marketing scheme of Y Technology Company’s system integration business and some suggestions to optimize its marketing strategy.It also puts forward the marketing guarantee measures of optimizing the organizational structure,increasing the investment in science and technology,improving the management ability and changing the marketing concept.There are 22 figures,16 tables and 57 references in this thesis. |
