| The IT industry is an important pillar industry in our national economy. Along with the high speed of overall economy in our country, it has been maintaining the positive development situation and has the broad market demand and the huge development potential. But along with IT enterprise's unceasing joined, the market competition pattern unprecedented intense. Especially for the electronic commerce's universalization, the enterprise's operation cost drop unceasingly, the channel also presents the flattening tendency day after day and the degree of market competition intensifies unceasingly. Facing the changes in IT industry marketing environment, how does the IT enterprise deal with the opportunity and the challenge which are brought by external environment changes, formulate survive and development marketing strategy to enhance strong points and avoid weaknesses in order to be in an impregnable position in the intense market competition, is worth discussing and researching. At present the marketing strategies used by the majority IT enterprises are based on the low cost and the variation of product, and taking the product economy or best product as the core. Faced with the intense competition, the superiority of this kind of strategic has gradually displayed with difficulty, Therefore, it has vital significance to the enterprise survival and development that how to apply a new kind of strategy to enhance IT enterprise's core competitiveness.On the Porter's Best Product strategy research foundation, American scholars Arnoldo C. Hax and Dean L. Wilde II proposed Delta Model of marketing strategy and supplemented other two kind of strategies: The System Lock-in strategy and the Total Customer Solutions strategy. Among them, the foundation of Total Customer Solutions strategy is to provide a more widespread product and service to meet the overwhelming majority customer's need. The key point is customer's economic interest, but non-product economic efficiency. The company will possibly provide various related products and the service for customer's specific demand. Usually this kind of strategy request development partners and the ally relations, it may include other suppliers, customers, even competitors, so long as they have ability to satisfy the customer requests. This strategy's standpoint had reflected the strategic priority from the product to customer's shift—from the product economy benefit to the customer economic efficiency.This article unifies the present IT enterprise's development, applies the Total Customer Solutions strategy proposed by Hax and Wilde to the IT industry. Simultaneously it improves present electronic commerce channel to coordinate the strategy implementation. These two spots are also the innovation of this article.This article divides into 6 chapters and the main body including four major parts. The first part is the literature review, to outline the present research on the marketing strategy, Delta Model, electronic commerce as well as the IT industry's marketing strategy. The second part has carried on the analysis to IT industry's marketing strategy present situation in our country, including the existing marketing strategic mode analysis, the marketing strategy environment analysis and the questions in product marketing process in IT industry and so on. The third part of the paper is the mode construction of the Total Customer Solutions strategy based on the B4C electronic commerce platform in IT enterprises, including the strategic feasibility analysis, the Total Customer Solutions strategy model's construction. idaigou's B4C electronic commerce and the HP Tabletop Customer Solutions are two cases auxiliary by the illustration. The fourth part elaborates the strategic implementation from the organizational structure, consultant team's construction, the supplier and the customer relations, the technology platform, the legal safeguard and other aspects. Finally, the article carries on summary and forecast to the study. |
PDF Full Text Request