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The Marketing Strategy of Social Security Card on X Company

Author: WangChaoZuo
Tutor: JiaHuaiJing
School: Beijing University of Posts and Telecommunications
Course: Business Administration
Keywords: The chip of social security card PEST SWOT Marketing-strategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 31
Quote: 0
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Abstract


In recent years, to keep social security card development as the central task has been considered as a ground work of the social security system that boost by the Party Central Committee and the State Council. The issuance of social security card must be pushed energetically all over china, which is put forward in the Twelfth Five Year Plan Outline. Social security "one-card-solution" is set down an important task that carries forward Human resources and social security information construction by the Ministry of Human Resources and Social Security. And the construction of social security card project is considered as a grand task of improving people’s wellbeing to carry out at the national provinces. The market of social security card has been becoming a rapidly growing industry, which is bringing the huge market opportunities and challenges for the relevant enterprises. With the market of social security card growing and policy support, the key component of social security card-chip is required to be domestic manufactured, that is benefit to flourish for domestic chip design company seized opportunities. This article attacked the realistically marketing problem, and considered how to draft and discuss in-depth own market strategy for X Company of social security card chip product which is a following company in this industry.At first, by means of a large amount of data investigation and statistics, the social security card marketing was mainly discussed and researched in this paper, including the status of industry, industry structure and trends in light of macro and micro analysis, and PEST method.Next in importance, the article would analysis the marketing environment, competition and cooperation partners for the X Company in the chip market. And its marketing strategy was analyzed systematically by utilizing SWOT method.Finally, it would define the target customer for X Company according to above helpful data, and put forward a series of marketing strategy, including of product, price, channel, promotion and relevant solutions. The issue of rational planning about how to carry out the allocation of resources and reasonable control and the policy of suggestions about the current existing problems were brought forward In order to ensure the better progress of the social security card project for X Company.The innovation spot of article worked out the strategy that was suitable for X Company development throughout analysis of the chip of social security card, and found out the marketing targets of X Company in2013to map out a development target of seizing opportunities and further expanding share market.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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