Case Research On Marketing Management Innovation Of A Information Technology Company

With the high-speed development of Internet technology and network security technology, the Internet bank, E-government, E-business field rapidly expands. The enterprises in relevant industry are facing huge challenges and opportunities. However, there are many problems to be solved in the marketing management of a large number of small and medium-sized enterprises, when they face the complex market environment. They need some successful marketing cases and experience as reference. A Company is a domestic high-speed-growing information technology company. With more-than-ten-year growth, it accumulates a certain amount of successful experiences on marketing innovation in actual combats. This thesis intends to provide thoughts on marketing innovation for domestic small and medium-sized enterprises through further research in successful marketing case and summarization of successful experiences in A Company.This thesis mainly adopts the method of case analysis and takes the marketing theory of 4Rs and Michael Porter's Five Forces Model as theoretical basis. It first expounds marketing management innovation principles and trends based on the theory of 4Rs.Then it analyzes business situation and marketing environment of the A Company and the background and demand of typical customer J Bank. Next, it focuses on research and analysis of the marketing planning solutions and strategies and implementation process based on customer demand for the Internet bank of J Bank, which are made by A Company and include such six aspects as the innovation of product and service, promoting the customer experience, providing personalized service, strengthening security mechanism, enhancing the brand image and constructing channels integration platform. Finally it summarizes the successful experiences in A Company's marketing innovation case, providing reference for the small and medium-sized enterprises in related industry.The innovation point of this thesis case lies in creative application of western advanced marketing theory of 4Rs in marketing practice of domestic growing-up enterprise. A Company provides a set of solutions for the customer J Bank, which comprehensively uses some marketing means such as service marketing, network marketing, joint marketing, experiential marketing, personalization marketing, interactive marketing, event marketing and so on. Further A Company helps the customer to achieve satisfactory market effect. So A Company establishes long-term interactive win-win relevance with the customer J Bank in the mode of solution marketing. This case research has theoretical and practical significance for the local enterprises how to localize western marketing theory and how to adjust and make suitable marketing strategies and tactics in market competition.