SYBASE Software (China) Co.Ltd.——Serial Adjustment For New Marketing Strategy

The change of marketing strategy is very important to the development of the company. To adapt to this change, company should adjust its many policies. With the new character of China market, SYBASE change its market strategy from Direct Sale into channel sale. Focusing on the change of SYBASE抯 marketing strategy, this paper analyses its policy adjustments, such as the adjustment of organization policy, sale policy, channel policy, technology service policy and so on. Basing on the theory of marketing and manage, this paper research first confirm that this change will do good to the company抯 development. Secondly, author argues that it still has some shortcoming on the policy adjustment. At last, paper give the relative suggestions on how to improve its policies to take better advantage of its marketing strategy movement, and get some useful conclusion.