Marketing Strategy Study Of Dalian Software Park Co, Ltd

After China joined WTO, multinationals begin to transfer their business from Hong Kong, Singapore and Tokyo to China to develop the Chinese market. At the same time, many cities in China are competing and trying to attract the foreign investments. How to make full use of the city resources and advantages to attract foreign investment is a subject worthy further study and discussion.The paper focuses on the marketing strategy and methods of Dalian Software Park Co, Ltd (referred as "DLSP"). DLSP is a professional enterprise in development, management and operation of software parks. In cooperation with the local government, DLSP aims at creating harmonious business parks by providing world-class infrastructures and services to its tenants. After 11 years'construction, Dalian Software Park has become the most successful BPO base in China and a colorful community with work, education and leisure.This paper is divided into five parts. The first part is the relevance theory and outline. The second part introduces Dalian city and the software industry in Dalian; the third part compares Dalian and several other tie two Chinese cities on aspects of HR resources, operation cost and incentives for software companies; the fourth part analyzes the current marketing strategy of DLSP and use SWOT matrix to analyze the marketing strategy. The fifth part gives suggestions to the current strategy and brings up some new ideas. Following the basic outline of putting-forward problem, analyzing problem and solving problem, this paper will obey by the basic method of the marketing management to solve the practical problems. Although the study is quite superficial, I hope it will pass some hints to the companies or governments operating software parks.