Study Of Marketing Strategy Of Y Company For Radio Network Optimaizing System

Radio Network Optimizing System is a comprehensive industry-focus system. It mainly faces to telecom operators, providing daily support on radio network optimizing and planning. It can increase the work efficiency and quality greatly in telecom operator's radio network optimization. Y Company is a listed company, and its main business is to provide various operations support software for telecom operators. As the market leader, Y Company's operation support system has a high market share in China mobile market.Basing on the theories and methods of marketing management, the thesis focuses on analysis of Y Company's marketing strategy for Radio Network Optimizing product. Firstly, the thesis analyzes the Radio Network Optimizing product from macro environment and micro environment. PEST method is used in macro environment analysis. Micro environmental analysis mainly focuses on the analysis of major market competition, customers, enterprise itself, and SWOT method is used to analyze the strength, weakness, opportunity and threat of Y's products in China mobile market. Basing on the analysis, provide the overall marketing strategy for the product in China mobile market. It covers marketing target setting, including product strategy, pricing strategy, channel strategy and promotion strategy, which ensure reaching the marketing target.The Radio Network Optimizing System is for enterprise sales. Combining with the product marketing strategy, the marketing features for the enterprise market are also analyzed.