Research On Marketing Strategy Of VOIP Products Of 30KT Company

Marketing activity is one of the important human activities. Marketing knowledge is crucial wealth of human culture and marketing innovation is the inheritance, propagation and development of human civilization. Today, marketing has not only the functionality of traditionally known as passing the products information to consumers, i.e., the functionality of realizing the circulation of commodity values, but also the functionality of bringing added value to consumers and creating requirements for enterprises. That is to say, presently marketing is a kind of activity that can create value for consumers and enterprises.Nowadays, VOIP is a well-known word. Actually, VOIP service was just a "gadget" for few technology enthusiasts when it first emerged. In a few years, VOIP has rapidly attracted large amounts of users by its low cost and flexible service methods; and it gradually nibbled the field of traditional set phone operators. VOIP has already become a development trend. Telecom industry even fearfully predicted that the hundred-year-lasted traditional telephone service mode may be subverted by VOIP.The target enterprise of this paper-------Chengdu 30KT company--------is ahigh-tech enterprise engaged in the R&D, manufacturing and selling of VOIP equipments. Although it is not a long time for it to enter this field, it own certain popularity in this industry. Since the company is still in the starting phase, the writer, on behalf of the company managerial personnel, fully realizes the importance and emergency of the strategy. We collect opinions and ideas; based on sufficient analysis of company internal and external environment, we draw up our marketing strategy and enact it in practical market operation. As the person in charge ofcompany marketing business, I take part in the whole process of establishing and implementing marketing strategy; and have lots of thought about it. Meanwhile, I think the summarizing and analysis of this task will be of great benefit to the marketing work afterwards.This paper reviews the development and technology background of VOIP industry; introduces and analyzes the development situation in China and abroad; deeply studies the entire VOIP equipment industry market. Also, it deeply investigates and researches the marketing work of 30KT company; explicates the opportunities and threats during the development of 30KT company together with its advantages and disadvantages. It presents the "customer-centralized" marketing strategy for 30KT company according to the development situation and market competition setup of entire industry, and proposed specific strategy solution from the aspect of marketing strategy combination and marketing strategy guarantee system, which demonstrates the directions and establish the base for enterprise development.