Market Strategic Analysis By A Case Of Bit-way Company's Network Security Product

With the rapid development of IT industry in China, the market scale of the network- security products is becoming larger and larger , and the market competition is become fiercer and fiercer. The market concentration of the whole network-security products is still lower. For the time being, there are lots of brands in the market, however,Not any one brand can occupy the advantages of the market.Therefore, each manufacturer, under the present situation, has its opportunity.When Bit-way Company was established in 2001, the market of Chinese network security products began todevelop rapidly, corporate network security products initially positioned the high-end market. Then it has ever had the power of considerable influence in the market, but in recent years, due to several reasons, sales revenue and market share gradually declined so that it caused loss. Currently, the network security products of Bit-way company is confronted with the following major problems: financial situations deteriorating, the competive ability of its products declining, unclear target market, and inappropriate marketing strategies, etc.. Based on in-depth research of the market of the network security products and the analysis of the condition of Bit-way Company itself in detail, it, thereby, determined target market and clients, and further offered specific marketing strategy.Content is divided into five parts: the first part briefly introduces Bit-way Company. The second part is the in-depth study of market structure of network security products, including the size of the market, the parallel market structure, vertical market structure, regional structure of the market, sales channel structure, and brand market share. The third part focuses on the influential factors of network security products'users who purchased .The fourth Part analyzes the situation and competitive pattern of the network security products in the market. In the final part, through SWOT analysis of Bit-way Company ,I give it a specific marketing strategy.