Competitive Strategy of GDS - A Case Study of A Company
| Autor: | HER-TYAN,WANG, 王何田 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 The rapid development of science and technology, not only changed people's way of thinking and way of life, also, under the impetus of the wave of science and technology, enterprise management strategy are also shifting. In the face of the rapid development of software technology, small and medium-sized software enterprises want to seek development in the strength of the enterprise,must change their development mode, and by segmenting the market, can be more professional and better to meet the demand of target market customers. Software enterprises jump out of the traditional software industry, put the target market in the high development potential of tourism industry, Software enterprises not only can share growth brought from the tourism’s economic benefits, and could avoid the fierce competition in the software industry. Again, it will also promote the further development of tourism. Software enterprises as tourism industry partner for software enterprise itself and the tourism industry will be a win-win results. Software enterprise put target market in the tourism industry, not only will be threat from the industry competitors and potential competitors, but also will be IV impact by cyclical of tourism industry, as a result, study the marketing strategy of software enterprise which put the target market in the tourism industry is of great significance. In this paper, based on the software services A company as the research object. First of all, in the 4p theory framework, by studying the A company product features, channel characteristics, pricing and promotions, A company internal marketing environment is analyzed, On the basis of this analysis it points out that the enterprise's advantages and disadvantages and puts forward the problems that exist in the A company product marketing. Then, through the analysis of the A company external environment, find out the A marketing opportunities and threats that exist in the company. Finally, by integrating the marketing resources of A company owns to put forward the products marketing strategy which is suitable for the enterprise. The main research contents of this Paper: 1. Through the A companyinternal marketing environment analysis, studies the marketing resources which are controlled by A company. And then A company product marketing problems are put forward. 2. On the basis of the internal environment analysis, it analyses the industry development trend of software industry, the present situation of tourism development and the competitive power of competitors. V 3. Based on the analysis of the external environment, through the SWOT analysis method, SWOT analysis matrix is built, the advantages and disadvantages and opportunities and threats in A company marketing is pointed out. 4. On the basis of SWOT analysis, by integrating the A company’s existing marketing resources, the A company marketing strategy is put forward. The research achievements about the marketing strategy of A companywill not only promote it own development, but also are helpful for the similar software enterprises. Key Words: Software product, marketing strategy, SWOT analysis, 4P theory |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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