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The Research on the Marketing Tactics for the Service Products of XX Company in Strategy Transition Period

Author: WangGang
Tutor: GuFeng
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: strategy transition IT System outsourcing services marketing tactics marketing of services
CLC: F274
Type: Master's thesis
Year: 2008
Downloads: 96
Quote: 0
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Abstract


This paper comes from the author’s practices of the company. By using the learned management knowledge, this paper does the study on marketing problems which the company encountered and explores the marketing tactics of its service products in the strategy transition period.Chapter 1 analyzed the problems encountered by the company, described the decision of strategy transition, that is“From multi-business To IT system services”. So the new marketing tactics will face a series of problems: How to adapt quickly to the market, especially the IT system outsourcing market? How to design the tactics focused on IT system outsourcing which are not the tangible products but the service products? How to avoid separating the original five businesses and complete the strategy transition smoothly? How to reuse the tactics efficiently for the rapid expansion of the scale of customers?Chapter 2 described the status of international IT outsourcing services, the informatization of Chinese enterprise-class users and the requirement of domestic IT system outsourcing services, analyzed the domestic market (market competition, market characteristics and market problems). As well as this chapter gave the analysis by“Five Factors”for IT systems outsourcing services industry. The conclusion is: The Chinese IT market changes from construction period to operation period, and IT outsourcing services industry in China is a new industry, also a fragmented industry, but its rapid development, high growth and good market opportunity provide a basis for the further marketing strategy design.Chapter 3 made the SWOT analysis for the service business of the company in order to design marketing tactics in strategy transition period. This part also described the content and feature of the company’s service products.Chapter 4 mainly designed marketing tactics. First of all, author described the characteristics of service industry and service products as the basis for the design of the marketing tactics, and then used the marketing theories of 4P, 7P, 4C, 4P+3R and Experience Economy to design the marketing tactics step by step, combined with the feature of company, service market and service products. Chapter 5 mainly discussed the feasibility and the practice of the marketing tactics. This paper designed the marketing tactics from the perspective of company managers by integrating classic marketing theory and new marketing theory. The designed marketing tactics has clear direction. It is very helpful for XX Company.During the marketing tactics design, the related experience and gain has been a great reference to the company. Surely, this marketing tactics has not been fully practiced, and will encounter problem in the implementation.

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